The Diving Equipment and Marketing Association has released a bunch of reports that look at diver demographics.
The reports include detailed demographic and life stage analyses of divers participating in four different activity segments: “Open Water Divers,” “Continuing Education Divers,” “Equipment Buyers,” and “Dive Travelers.”
The data is built around the actual purchasing behavior of customers randomly sampled from more than 900,000 diving consumers who have bought dive gear or lessons or travel trips within the last three years.
Tom Ingram, DEMA’s president and CEO, said:
“In today’s business climate, with an abundance of information shared through social media and readily available on the Internet, the best way to gain an advantage is to have more actionable information on consumers and to be able to leverage that data. By using the data in these reports, DEMA Members can determine the best geographic locations in which to locate potential end-users in their own neighborhoods or nationwide and determine which services and products best meet end-users’ needs.”
Each report covers data ranging from a whole bunch of different variables like age, income, net worth, to education, employment and other behaviors that govern their recreational activities.
Knowing those variables gives the reader a better awareness of customer buying behaviors and an understanding of where to find more and similar customers. This can be more valuable for a vendor compared to single-variable reports which may only use age or income.
Ingram concluded:
“Using this information can help businesses better understand their customers as well as determine such important issues as whether the end-user is attracted to shopping online, has children in the household and whether or not they are married. All of these factors can have an impact on the messaging that businesses use when developing advertising and sales programs.”
The reports are free to DEMA members and if you’re not a member, you can buy them for US$249/~205 Euros each. To obtain them, go to the DEMA website.
