Attitudes and barriers to Hispanic boat ownership to determine cultural nuances in motivations, drivers and potential challenges in their path to purchase.

1. HISPANICS
BOATING
STUDY:
In the fall of 2014, qualitative and quantitative research took place with
current and prospective Hispanic boat owners, as well as with boat retailers
in key US Hispanic markets, with special focus on Houston and Miami.
OBJECTIVE:
Explore attitudes and barriers to Hispanic boat ownership
to determine cultural nuances in motivations, drivers and potential challenges
in their path to purchase.
FULLRESULTS:
Detailed results with methodology will be available at TakeMeFishing.org
&DISCOVERING THE PATH TO PURCHASE
RESEARCH COMMISSIONED BY
RESEARCH SPONSORED IN PART BY:
MedianAge–28vs42forNon-HispanicWhites
CRITICALMASS
55%
23% 26%
OFUSGROWTH
2000-2010
By2020 -Projected20%
ofpopulation (65 million)
54MILLION
STRONG
LACKOFEXPOSURE
Fewrespondents livenearwater
Evenfewergrewup around boating
MINIMAL EXPERIENCE
Fewrespondents grewup inboatinghouseholds
Hispanics under-index inboatingparticipationvs.theGM
CULTURAL DISCONNECT
Lack of relevant Hispanic rolemodels
LEADINGGROWTH
OPPORTUNITY
MOTIVATIONS
YOUTH-FOCUSED
OFUSPOPULATION
17%
TIMEWITHFAMILY
Spendingtimewithfamilyisthesingle
largestmotivatorforpurchasingaboat
ESCAPE FROM
EVERYDAYLIFE
Respondentsseeboatingasa
waytoenjoynewexperiences
ELEVATED STATUS
Owningaboatdemonstrates
partofone’ssuccessinobtaining
the“AmericanDream”
CHALLENGE
BARRIERS
2020
ofUSkids under
18areHispanic
of all US kids
0-5are Hispanic
EXPOSURE
Becomes open
to boating
Exposedasa
YouthorAdult
Timing Varies
SHOPPING
Finds the best deal
PURCHASE
58%fromdealer
42%fromindividual
ENGAGEMENT
Enjoy positive
boating experiences
Sees the benefit
of owning a boat
CASUALRESEARCH
Talkwithfamilyor
friendswhoownboat
Sees possibility
of ownership
SERIOUSRESEARCH
BoatShows
Online • Dealers
Dealers • Brokers
BoatShows
Online • Print
Finds the right boat
7.6 Month Average
CONSIDERATION
Shares the passion
4.2 Month Average
OWNING
A BOAT IS
POSSIBLE!
AHA!
MOMENT
THE PATH TO PURCHASE
Hispanics have less
experience being
around boating
Invitation
is critical
Rely on the
experience of others
they can relate to
Expects respect,
education,
family inclusion
Prefers cash,
credit averse, seeks
alternative financing
Gains status,
becomes loyal
advocate
PERCEIVEDAFFORDABILITY
Hispanics don’t haveknowledgeof thetruecost
of boat ownership and maintenance
Hispanics havea culturalaversionto usingcredit;
prefercashfornon-essentialitems
LACKOFBOATINGKNOWLEDGE
Exposureand participationis vitalto creating
thedesireto own
LACKOFINVITATION
Hispanicsarenotseeingboatingadsorgetting
industrymessagesdirectedtothem
HISPANIC CONSUMERS ARE
KEYTOTHEFUTURE
OF THE MARINE INDUSTRY