If you’re looking for an affluent market that spends money on travel, hobbies and leisure activities, you can’t go wrong with skiers. According to the National Ski Areas Association’s (NSAA) 2007/2008 National Demographic Study, 29 percent of skiers have incomes of $100,000 to $199,999 (vs. 16 percent of U.S. households according to the U.S. Census Bureau), and 19 percent of skiers have incomes of $200,000+ (vs. 3 percent of U.S. households). Skiers spent close to $3 billion on their sport last year, including $835 million in equipment, $1.6 billion in apparel and almost $1 billion in accessories, says David Ingemie, president of SnowSports Industries America.
If you're looking to market to hip, influential youngsters, ride the wave to surfers. They tend to be affluent—after all, living near the ocean isn't cheap—and they represent the elusive young male demographic.
According to a 2007 report by the Centers for Disease Control and Prevention's (CDC) National Center for Health Statistics, there were approximately 4.3 million births in the United States in 2006 (the latest year available for such data). This is the highest birthrate since 1961. Demographics point to a young, female market in the early stage of its prime earning years. While many an expectant father basks in the glow of his partner's pregnancy, expectant mothers make the lion's share of purchasing decisions. Indeed, 85 percent of the subscribers to Fit Pregnancy magazine are females, and the median age is 28 with a median household income of $42,764. What's more, the CDC reports that single mothers account for 8 percent of births.