Progression Insight & Analysis: Kitesurfing Participation Survey 2009

www.progression.me/research

Survey Research 2009 Progression Insight & Analysis Kitesurfing


Why do market research?

•  Getting to know those in the kiting market

•  Who are our customers?

•  What do they want from kiting?

•  What do they want from video content?

•  Where is the opportunity for us to better serve their needs?

•  How does this translate into business targets, budgets and return?

•  How does this translate into actionable business ideas and

marketing plans?


Some survey info

•  Date: Jan 2009

•  Sample: 443 Responses

•  Profile: For Full sample profile see appendix

•  Channel: Online survey distributed via customer

database, owned online channels and

leading kite surfing websites


A KITING PROFILE The basics


TRICKS. What are you currently learning?

BEG INT ADV PRO

Upwind Ariel Transitions Landing to blind KGB

Board starts Board offs Riding blind Front Mobe

Toe Side Riding blind Blind judge Slim chance

Jumping Kiteloops Board offs Board offs

Sliding turns Backloops S-bends Blind judge

most

least


Most Beginners stick to learning 1 thing at a time

1


And some reasons why….

“I’m finding it

hard” “Need someone

to help me launch and

land”

“One kite between

two!”

“$ for continued lessons”

“Not always

people around to

help”

“Living

100miles from the sea” L

“Confidence after getting

dragged down beach”


3 3

Both Intermediate & Advanced riders learn 3 tricks at a time


With fear of injury or

wiping out two of the

biggest barriers


ACROSS ALL LEVELS… OPPORTUNITY TO GET OUT, LIGHT WIND TOO LONG BETWEEN SESSIONS …IS WHAT HOLDS THEM BACK


SHOCK HORROR - EVERYONE WANTS TO KITE MORE!!


What else do they love or hate about kiting?


BUT NOT EVERYONE IS FRUSTRATED

Segmentation


The biggest market segment are the “ambitious”

28% Frustrated

25% Satisfied

35% Ambitious

11% Cautious


We segment our market on ‘learning needs’ as well as level

How I learn

Where I find inspira2on

How I keep myself mo2vated How I use learning materials

Why I want to learn

How I set my goals

What is success to me

How I get feedback


HOW DID THEY GET INTO IT? Understanding the entry points & drivers into the sport


35% say it is through their Mates


Followed by…..

0% 5% 10% 15% 20% 25% 30% 35% 40%

Mate

Related Sport

Local Beach

Holiday

Family

Other

Event 3 interes5ng addi5onal ways to reach new entrants!!


Most kiters used to

*Surf *Snowboard *SKATEBOARD


Most kiters want to

*SUP *Snowkite *PARAGLIDE


INSPIRATION & INSTRUCTION

How to keep people in the sport!


139

231

197

173

Mags

DVD

Books

Online Vid

Kite forums

Equip brand sites

kite shops

mates

instructor -‐ local

instructor -‐ abroad

events / comps

other on water

pro's

I don't

other

147

215

208 209


Of our sample….

56% Own a Progression DVD

25% “No Instruc2onal DVD”


0 10 20 30 40 50 60

at home b4 session

on beach b4 session

on beach during session

when I get back in

once in a while to refresh

when I need to learn something specific

when 1st bought it

other

Watching Progression


100% of Progression DVD owners said they would recommend to a friend


Thank you!

For more information on Progression Market Research visit



Base: 443 People Progression Survey Jan 2009

63

37

Customers

Non Customers

0 50 100 150 200 250 300 350 400

Beginner

Intermediate

Advaced

Pro

Male

Female

0-‐15

15-‐24

25-‐34

35-‐44

45-‐54

55+

Appendix: Survey Sample


Appendix: Segments defined by agreement to attitudinal statements:

•  Cautious - “Go slow learn properly”

•  Satisfied - “Reasonably fast” , “Slow, no stress”, “Happy at my level”

•  Ambitious - “Never satisfied” “Probably go too fast”

•  Frustrated - “Could step it up” “Stuff holds me back”

Reference to slide 14

Progression Insight & Analysis: Kitesurfing Participation Survey 2009

Sports

Transcript of Progression Insight & Analysis: Kitesurfing Participation Survey 2009