84 percent of new boat buyers had read or seen boat information online prior to making their purchase decision
What influences you the most when looking to buy a boat? According to a recent study from Foresight Research, 84% of new boat buyers are turning to online sources to find out more information on what type of boat they should buy.
Foresight announced these findings from its 2010 Boating Industry Internet & Social Media Influence Report.
The report was commissioned by marine industry organizations led by the National Marine Manufacturers Association. The study surveyed 3,295 people across the country who purchased a new boat during an 18-month period that ended last August.
“What we are seeing is the profound effect of peer-to-peer communication on social networking sites, which will have an increasingly dramatic influence on boat purchase decision making,” Ron Hein, executive vice president of Foresight, said in a statement.
Studies showed that buyers of ski boats and cruisers were significantly more likely to use social media than aluminum fishing boat and personal watercraft buyers. Among buyers under the age of 35, nearly one in three (29 percent) used social media to discuss their pending boat purchase.
“What’s also interesting is that buyers influenced by social media also report higher influence from virtually every communication channel. They are highly influenced by a total of 6.4 communication channels, versus 4.0 for the average boat buyer,” he added. “This suggests that social media is not replacing other forms of communications, but is instead an additional source and may be encouraging buyers who use this medium to seek additional information while shopping.”
Each of these reasons and many others show us the increased influence that the internet has on buying new/used boats.