In its first consumer study, SIMA (Surf Industry Manufacturers Association) found that nearly one-third of Americans are inspired by surfing. But it also showed how Amazon and online shopping have completely disrupted the marketplace for surf-inspired consumer access to surf industry brands.

The study found that 40 percent of all “surf inspired brand” spend happens online versus 60 percent at brick-and-mortar stores.

Asked where they made their most recent purchases of surf-inspired apparel, 19 percent indicated Amazon – the same percentage as mall specialty stores (Pacific Sunwear, Tilly’s, etc.). Rounding out the top five were department store, 15 percent; vendor store, 11 percent; and sporting goods store, 10 percent. The specialty surf/skate shop represented 4 percent of last purchases.

Not so surprisingly, Core-Influenced Consumers (those with the highest spend rate in surf brands and were most likely to identify themselves as surfers) were more loyal to the specialty surf/skate shop as 8 percent indicated they made their last purchase in that channel. However, with their young age, Core-Influenced Consumers were also found to research and buy online to a greater degree than other consumer profile groups. For their last purchases, a quarter indicated Amazon, with 21 percent indicating mall specialty.

Overall, the study explored the size of the surf-inspired market in the U.S. including those who surf, those who are interested in surfing and those who are interested in and/or buy surf brands. Surfing behavior, purchase behavior, media consumption, psychographics and demographics were also explored.

The total surf-inspired market was marked at 66.5 million consumers, or 22.7 percent of all U.S. adults. Of those, 2.2 million identified themselves as surfers, 18.3 million were interested in surfing and 46 million were interested in purchasing surf-inspired product.

 Four key consumer profiles were identified: Core-Influenced, Fashionistas, The Affluents and Impulse Buyers.

Core-Influenced, representing 23 percent of overall surf-inspired consumers, showed a very high interest in watching (3.53 out of 5) and even higher for participating in surfing (4.02 out of 5). All other consumer profiles showed a relatively lower level of interest in the sport of surfing itself, with combined level of interest for watching at (2.45 out of 5) and participating at (2.33 out of 5).

Core-Influenced scored the highest spending rate, with an average spend of $479 over the last 12 months. The group is split by gender, with an average age of 31.

The largest group was Fashionista, representing 37 percent of surf-inspired consumers. Overwhelmingly female (84 percent), the group was also the youngest with an average age of 26. Fifty-nine percent were between the ages of 16 and 24. Being young, the group’s spend ran lower at $344 over the last 12 months.

The Affluents, representing 23 percent of surf-lifestyle spenders, stand out for the highest household income, at $102,000. Their average spend is just below Core-Influenced. The group skews male (68 percent) and is the oldest group with an average age of 46.

Finally, Impulse Buyers, 17 percent of surf-inspired consumers, have the lowest spend in the category – $301 on average over the last 12 months. They’re 72 percent male and slightly younger than Affluents with an average age of 40.

Created in a partnership with Sports Marketing Surveys USA, the study used a two-phased research approach. The first phase, the Establishment Study, surveyed the broader U.S. population to determine the size and general make-up (gender, race, age, region) of the surf-inspired market. The second consumer segmentation focus was based on 1,450 interviews with “surf inspired” consumers. Those consumers were between the ages of 16 to 54 and interested in surf or purchased one of the following brands: Billabong, Hollister, Hurley, O’Neill, Quiksilver, Rip Curl, Roxy, RVCA, Vans and Volcom.

Other findings in the study:

  • Across all customer profiles, 38 percent wore surf brands “most of the time” and 42 percent “all the time.”
  • Females represented 56 percent of all surf-inspired spend, 53 percent of all such consumers, and is far and away the majority consumer in the study’s youngest profiles.
  • Fit, comfort and quality were the most important factors when buying surf-inspired apparel. Core-influenced consumers were much more likely to agree that they purchase surf-inspired apparel because they “Like to look different” or it “shows an ocean/outdoor lifestyle.”

The SIMA Consumer Insights Study is available to SIMA members at no cost. Full details can be found at sima.com/sima-consumer-insights-study/.

Photo courtesy O’Neill