SIA 2011 Women Market Intelligence Report Released

Posted By: The Ski Channel on October 12, 2011 5:25 am

Women are excellent at shopping and spending money? You don’t say? Now there is proof!!! Thanks to the SnowSports Industries America (SIA) release of the 2011 Women’s Market Intelligence Report, which provides an in-depth look into women’s spending in the snow sports marketplace and showed that Women are responsible for more than 80% of all consumer spending.

While more skiers and riders are male, the snow sports market is still dominated by female consumer spending; proving that whether going to the office or hitting the slopes, men still need a little help before leaving the house.  Last season women spent a record $941 million on snow sports gear made specifically for them, and had a hand in most other purchasing decisions for their families. SIA breaks all this down and more in the 4th annual edition of the Women’s Snow Sports Market Intelligence Report giving companies an accurate snapshot of what/where/how women were buying in 2011.

“This report is the only place to get women-specific snow sports data including participation, sales, demographics and more,” said SIA Director of Research, Kelly Davis.

Women can be a tough market to crack, but SIA Research has worked hard to pull together this data for companies to better understand the women’s market and adjust brand strategies accordingly. The easy to follow report, including charts and numerical breakdowns, gives companies a competitive edge. Below is a sample of findings in the 2011 Women’s Market Intelligence Report.

2011 Women’s Intelligence Report Highlights:

  • The top-selling ski in 2010/11 was a women’s ski-the K2 Tru Luv
  • The typical female snowboarder is between ages 25 and 34
  • Thirty-four percent of women cross country skiers report household incomes of $100K+
  • Women’s AT/Randonee boots saw an increase of 214% in unit sales last season
  • Alpine ski equipment represents 68% of women’s snow sports equipment purchases
  • Women can fully outfit themselves for skiing or riding for less than $2,000
  • Snowshoeing brings in the most female participants, making up 46% of the category
  • Women prefer to shop in specialty shops, where they look for expert advice