Insight of the week: Seeking out the skiers and snowboarders
As well as the earlier part of the year being a popular time of year for consumers to start planning their summer holidays, some are about to jet off on a winter sports holiday, whether via a last minute deal or as the result of a longstanding booking.
These winter sports enthusiasts comprise a small but highly commercially valuable group. Latest data from Kantar Media’s TGI study of consumer behaviour and characteristics in the Republic of Ireland reveals that those who undertake any skiing or snowboarding account for 4% of the adult (15+) population (133,000 people).
They are 82% more likely than the average adult to be aged under 34 and 87% more likely to be in the TGI lifestage group Fledglings (aged 15-34, not married or living as a couple and do not live with son or daughter, live with parents) and 36% more likely to be Playschool Parents (live with son/daughter and youngest child aged 0-4). They are also 44% more likely to be in the highest (A and B) social grades and over twice as likely to have a family income of €75,000 or more.
When it comes to their attitudes, standing out and having fun are two themes that loom large for these skiers and snowboarders. For example they are almost three times more likely than the average adult to say they really enjoy drinking for long sessions, as well as almost two and a half times more likely to agree they like to stand out in a crowd and over twice as likely to agree that they like to keep up with the latest fashions.
To the delight of advertisers, spending money comes relatively easily to them, with TGI data revealing they are over twice as likely to admit to having expensive tastes and similarly more likely to say they often wear valuable jewellery.
Receptivity to various types of advertising and sponsorship also features high amongst the attitudes of these winter sports enthusiasts compared to the average adult. They are almost three and a half times more likely to say they tend to buy products from companies who sponsor TV programmes, almost three times more likely to believe advertising within video or computer gameplay enhances the realism of the game and similarly more likely declare that they look forward to the adverts at the cinema.
TGI data also reveals that these skiers and snowboarders are particularly likely to be especially heavy consumers of a range of media. They are over two and a half times more likely to be amongst the heaviest fifth of consumers of magazines and the same proportion more likely for cinema. They are also 55% more likely to be amongst the heaviest fifth of consumers of the internet and 51% more likely to be in the heaviest fifth for radio.