Data & Insights

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Every year, SIA produces critical reports on consumer insights, trends and participation, including:

  • Monthly, in-season Consumer Insights
  • Annual Participation Report
  • Participation by Race and Ethnicity

And we have an archive of the same reports from previous years.

All Research

To find data or insights based on a specific topic, use the filters below to narrow down your search.

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24-25 Season Participation Preview
A preview of the 2024-2025 season total participation numbers for skiing, snowboarding, cross-country skiing, snowshoeing, sledding, fat biking and touring…
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Consumer Insights on Participants Leaving the Sport
WHY PEOPLE HAVE LEFT SNOWSPORTS .  This months survey asks snowsport enthusiasts if they had stopped participating in a snowsport…
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Consumer Purchase Decision Making – Softgoods
Learn what attributes consumers consider most and least important when making purchase decisions for softgoods.
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Consumer Purchase Decision Making – Hardgoods
Learn what attributes consumers consider most and least important when making purchase decisions for hardgoods.
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2023-2024 Participation Data Deep Dive
A closer look at Participation – Gender by race and age.
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End of Season 2023-2024 Report
The 2023-2024 End of Season Report features data collected from winter outdoor enthusiasts and includes insights into winter outdoor activities…
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Consumer Perceptions on a Typical Season
In the March consumer insights report, we look at how the winter enthusiast perceives a typical season.  From pre-season all…
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Snowsports Marketing Content
Interested in what content winter ethusaists like best?  Where they go to find it? And what content is most memorable? …
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What Consumers Think about Sustainable Winter Gear
Wonder what your consumers think about winter gear that utilizes recycled materials?  Are they willing to pay more?  Who do…
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Downhill Skiers Primary Brands
Brand Insights- What are the Most Popular Brands with Skiers? See what our panel of winter enthusiasts said are their…
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Brand Marketing and What Consumers Think
Take a peek at the March consumer insights report that asked consumers about their opinions on which brands had the…
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Consumer Brand Rankings of Soft Goods
SIA’s February 2023 consumer survey focuses on outerwear and mid/baselayer brand awareness (aided and unaided), purchase attitudes and brand perceptions…
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Consumer Pain Points When Shopping
This consumer infograph covers a variety of topics on consumer shopping. Check out the answers to the question what brands…
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The Quiver: The Lifecycle of Winter Hard Goods
We asked our consumer panel of tens of thousands of avid winter outdoor enthusiasts about buying new vs used, how…
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Importance of Brand Advocacy
Consumer Insights from November 2022 show what consumers think about taking stance on issues of climate change and inclusion and…
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Consumer Brand Rankings
SIA November 2022 Survey of consumers’ brand awareness (aided and unaided) by winter sport. Includes brank rankings for Alpine Skiing,…
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Winter Consumer Product Search Tracker -Looking Specifically from June 2021 to June 2022 Season
By utilizing data from our partner Locally, The Tracker shows search data each month for different snowsport categories and provides…
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Participation Study 2022
The SIA Participation Study 2021-2022 is a comprehensive look at participants in winter sports across the 2021-2022 season including: skiing,…
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From Aspiration to Action: Credible Corporate Climate Leadership and the Net-Zero Imperative
By the end of 2021, more than 2,200 companies worldwide were working with the Science Based Targets initiative (SBTi) to…
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USA Snow Industry Sales; 2022 Season
This report is a comprehensive view of the snow sports market and retail sales for the season. For assistance navigating…
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Consumer Diversity Infographic April 2022
The last in a series of monthly reports issued from November through April, this month’s “Snowsports Diversity” looks at the…
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Snowsports Consumer Online Behavior Infographic March 2022
The fifth in a series of monthly reports issued November through April, this month’s “Online Behaviors” looks at the consumer…
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Consumer Rental and Services Infographic February 2022
The fourth in a series of monthly reports issued November through April, this month’s “Snowsports Consumer Rental and Service,” looks…
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Snowsports Retail Consumer Behavior Infographic January 2022
The third in a series of monthly reports issued November through April, this month’s “Snowsports Retail Consumer Behavior,” looks at…
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Snowsports Used Marketplace Infographic December 2021
The second report in this series, “Snowsports Used Marketplace,” looks at what, why and when consumers purchase used/resale snowsports gear…
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Participation Insights Report
A new report, free-to-Premium Members, is based on 2018 Participation Study respondents with insights on participation, consumer buying, equipment rental…
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Participation Study 2019
SIA’s free-to-all-members marquee annual research report is a comprehensive look at participants in winter sports across the 2018/19 season by…
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Participation Study 2018
SIA’s free-to-all-members marquee annual research report is a comprehensive look at participants in winter sports across the 2017/18 season by…
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Participation Study 2017
Participant count and full demographics including geographic, income, age, gender, education and ethnicity of alpine skiers, freeskiers, snowboarders, telemark skiers,…
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Retail Consumer Behavior Study
A series of surveys that reveal the journey customers take when purchasing ski and snowboard equipment.
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The Snow Sports Consumer Identity Book
28 Descriptive and statistical consumer profiles including demographics and psychographics of Downhill Skiers, Snowboarders and Nordic Skiers.
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