Issue link: https://read.dmtmag.com/i/387334
October 2014 | Boating Industry | 17 www.BoatingIndustry.com MONTHLY RESEARCH BIGGEST CHALLENGE WITH MINORITIES We asked respondents to tell us what they see as the biggest challenge in attracting non-white buyers to boating. Here's some of what they had to say: "No interest on their part." "Rural base of Caucasian boaters versus the suburban and metropolitan location of different cultures and lack of ability to expose them to boating. There simply are no facilities or reservoirs handy for some buyers." "They have no money." "Many people get involved in boating because their parents or relatives were boaters. I believe the biggest challenge will be to make the proposition of boating worth the investment to someone that has not experienced it before." "Overcoming built-in cultural stereotypes against the water, from 'dangerous' to fun, and finding enough non-white examples to tout." "Educating the crew on treating them with the same respect and making an effort to communicate." "I think it is a cultural issue. Most non-white consumers did not grow up boating. We have to promote the sport to young people. That crosses cultural lines moving forward." "Boating itself. The entry level pricing for getting anyone involved in boating has got to come down." "Regardless of color or race, the need is getting new people to experience boating so they realize how much fun it is so it becomes a part of their lifestyle." "Education and making the entire process understandable." "Welcoming, embracing them and teaching them how to do it and how it can bond the family." the responses given when readers were asked about the biggest challenges in bringing minori- ties and younger buyers into the market. Many responded that it wasn't possible to bring more minorities into boating, citing what they said was a lack of interest and a lack of money to spend on boating. On the other hand, respondents were much more concerned with educating Xers and Mil- lennials about the fun of boating as a way to bring them into the pastime. Many also cited the need to integrate more technology into the prod- uct and the marketing. Cutting across both groups was the afford- ability challenge, which many mentioned as the key challenge in bringing everybody into the market, whether they be white, Hispanic, black, Asian, young or old. Or as one Kansas- based supplier put it, "Cost of boating is the greatest issue. Boating is expensive for any race. Income disparity is the leading issue. … Young people regardless of race have little disposable income for boating. Housing, edu- cation and child rearing cost all take priority over boating." At this point, readers also reported getting lit- tle business from non-white buyers, with 41 per- cent saying they account for less than 5 percent of business. Only 9 percent said they get more than 20 percent of their business from minori- ties, although it's worth noting that 14 percent of respondents were unsure of how big a part of their business minorities were. That data could be used to support the two arguments about marketing to minorities that has come up at many conferences and meetings lately: "They don't account for much business, so why market to them?" or "We need to market to them so they account for more business." Companies are doing much better at reach- ing younger buyers, as 62 percent said they account for more than 20 percent of business. Only 4 percent said they account for less than 5 percent of revenue. Chart 1 Very concerned 10% Somewhat concerned 18% Somewhat unconcerned 52% Not concerned at all 20% MAJORITY NOT CONCERNED ABOUT LACK OF MINORITIES Chart 2 Very concerned 32% Somewhat concerned 33% Somewhat unconcerned 30% Not concerned at all 5% MORE CONCERNED ABOUT AGING BUYERS Chart 3 Less than 5 percent 41% 5 to 10 percent 24% 10 to 20 percent 12% 20 to 30 percent 3% 30 to 50 percent 1% More than 50 percent 5% Unsure 14% MOST NOT GETTING MUCH BUSINESS FROM NON-WHITE CUSTOMERS Source: Boating Industry survey, July/August 2014