Issue link: https://read.dmtmag.com/i/730410
www.PowersportsBusiness.com SNOWMOBILE Powersports Business • October 3, 2016 • 75 Snow Goer survey shares consumer trends BY KATE SWANSON ASSISTANT EDITOR A total of 65 percent of snowmobilers who were surveyed by Snow Goer, a sister consumer publication of Powersports Business, answered that they expect to acquire their next snowmo- bile by buying a new snowmobile from a dealer. Only 6 percent of those surveyed will look for a used snowmobile from a dealer and 23 percent will consider buying a used snowmobile from a private party. Snow Goer surveys its readers annually to measure the growth of the industry, analyze buying habits and monitor sentiment heading into the next season. While the majority of those who answered plan to purchase a new snowmobile, there are several factors that prevented riders from spending as much time on their units as they would like. Not surprisingly, 76 percent of respon- dents said that weather prevented them from riding as much as they wished last season. Money, family commitments, busy work schedules and finding others to ride with rounded out the top five reasons for a lack of riding. A majority of respondents, 45 percent, ride a performance trail sled most frequently. Nearly a quarter, or 23 percent, usually ride a trail-oriented crossover, while 16 percent ride a common trail sled. The rest of the respon- dents ride another type of snowmobile. The 2016 survey also asked what snowmo- bile-related apparel customers or their fami- lies intended to buy in the next 12 months. Gloves gained the most interest, with 37 per- cent of consumers' intentions. Underlayers were second on the list with 32 percent. These garments were followed by: boots at 31 per- cent, helmets at 30 percent, bibs or pants with 27 percent, jackets at 24 percent, and finally, goggles with 14 percent. On the subject of helmets, the majority of consumers favored a modular helmet, at 47 percent. Full-face helmets, with 29 percent, came in just ahead of MX-style helmets with goggles, which received 24 percent of the tally. The survey dove deeper into consumer trends to find out where snowmobilers purchase their apparel. When asked where they most recently purchased a snowmobile jacket, the majority of respondents said they went to a snowmobile dealership, with 41 percent answering that way. Approximately 25 percent of consumers said they purchased a jacket at a show or event, and 16 percent went to an online snowmobile parts retailer for their apparel. Snow Goer wanted to know where their readership goes to get their snowmobiles repaired and serviced. While 66.3 percent say they do all maintenance and repairs them- selves, 23 percent of those who answered said they go to a dealership for help. PSB Survey: Snowmobile buyers favor new units 41% 7% 25% 16% 3% 8% At a snowmobile dealership From a snowmobile dealership's website At a show or event From an online or mail-order snowmobile parts retailer (i.e., Dennis Kirk, First Place Parts, Shade Tree, etc.) From a discount retailer (i.e., Target, Walmart, etc.) or sporting goods store Other HOW DO YOU EXPECT YOU'LL ACQUIRE YOUR NEXT SNOWMOBILE? FROM WHERE DID YOU PURCHASE YOUR MOST RECENT SNOWMOBILE JACKET? 65% 6% 23% 6% Buy a new snowmobile from a dealer Buy a used snowmobile from a dealer Buy a used snowmobile from a private party Other Source: Snow Goer 2016 reader survey