A Smarter Path to Growth: Activating High Potential Boat Buyers

New Ipsos research estimates there are 35 million people in the U.S. who may be interested in owning a boat in the future^. These prospective owners fall into four segments, each with different barriers:

• Time-Pressed (20%) - Concerned about having enough time to boat; open to alternative access models
• Cost-Conscious (18%) - Not as financially ready; open to alternative access models
• Inexperienced (23%) - Have the means but need more experience and support; ready to have a sales discussion
• Sales-Ready (19%) - Fewest barriers; ready to buy in the next 12-24 months

Turning Insight Into Action

The full Ipsos research is available HERE and provides a clear, data-driven foundation to help reach and convert high-potential new boat buyers.

How Do We Reach and Engage Prospective Owners?

Winning with these segments requires alignment across the full industry ecosystem-Discover Boating, manufacturers and dealers each playing distinct but connected roles in growing the boating market. Together, we move potential boaters from awareness to ownership, accelerating category expansion and long-term participation.

Discover Boating owns the top of the marketing and sales funnel (Reach & Inspire), OEMs and dealers own the bottom of the funnel (Convert & Retain), and everyone must work together in the middle of the funnel (Engage). The middle begins the process for manufacturers and dealers to take over, capturing interested consumers who engage through Discover Boating platforms and nurturing them through the path to purchase.

Top of Funnel: Discover Boating Owns

• Inspire and build awareness by positioning boating as accessible and rewarding
• Demystify ownership with simple, relatable content
• Highlight flexible entry points like rentals, clubs and peer-to-peer sharing

Middle of Funnel: Shared Responsibility

• Discover Boating, OEMs and dealers work together to build boater confidence
• Deliver practical education, safety kits and transparent cost information
• Create hands-on experiences (e.g., on-water demos, events and skills clinics)

Bottom of Funnel: OEMs and dealers convert

• Remove friction with clear pricing, available inventory and streamlined financing
• Prioritize speed, responsiveness and trust
• Deliver a seamless, relationship-driven purchase experience

Why This Research Matters

Economic uncertainty, generational shifts, changing definitions of ownership, increased competition from other discretionary leisure experiences, and increased digital influence are reshaping how consumers evaluate major lifestyle purchases. This research provides the industry with a shared fact base and a common framework to adapt, enabling more efficient marketing, higher-quality leads and sustainable growth.

Access the Full Insights

This overview only scratches the surface. The full Ipsos research and supporting assets found HERE provide a deeper understanding of these audiences, along with practical guidance on how to effectively reach and engage them.

Industry stakeholders are strongly encouraged to review the research and leverage these insights to inform their own marketing and sales strategies moving forward.

For questions or more information, please contact NMMA's Maggie Maskery at [email protected].

^Prospective Owners are defined as surveyed consumers who self-identify as being at least 50% or more likely to purchase a boat in the future and represent an estimated 35 million high-potential new buyers. Sizing was estimated using survey data and an assumed population number of 266,978,268 per 2024 census.