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Study of boat buying

News | January 1, 2011 | By:

Foresight Research announced findings from a study that measured which marketing channels had the most influence on consumers’ decision to purchase a new boat. The findings are the result of interviews among 3,295 boat buyers who purchased a boat during the last 18 months, ending August 2010.

For consumers who attended a boat show, the show itself had the most influence on their decision to buy a boat (57 percent ranking 4 or 5 on a 5 point scale) versus their experience at a dealership (54 percent) and the internet (47 percent).

Among buyers who attended a boat show, 70 percent purchased a new boat within three months of attending the show.

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