SIA Press Release: Product Reviews make a difference

13 May, 2008

Shay Note: Just had this press release come in the inbox. Since I do put up board reviews on the blog…always interesting to see how the snowboard industry takes to online reviews or peer reviews. Turns out, reviews are becoming a necessary way of researching how you will purchase gear in the future.


Over 86% of snow sports participants are influenced by reviews

McLean, VA (May 13, 2008) — SnowSports Industries America (SIA) recently released its End of the Season Survey from the SnowSports Consumer Panel. The Panel is designed to represent all snow sports participants in the U.S. market. An online survey was sent to over 3,300 Consumer Panel members to find out how consumers use online product reviews when researching and purchasing snow sports products. According to the Panel, the majority of snow sports participants (86.4%) said that they take the time to read online product reviews that other consumers have written before purchasing new products. These reviews are even more important to consumers getting ready to purchase big ticket items like snowboards, apparel, and skis. More than 88% of panel members said they seek out and read these reviews before purchasing expensive snow sports equipment and apparel.

Snow sports participants claim to be directly impacted by these consumer reviews. Almost 7 out of 10 consumers have decided not to purchase a product because of a review another consumer has written. On the other hand, the impact of a bad review only goes so far, 61.6% have purchased a product even after it received bad consumer reviews.

And finally, the report explains that a colder longer season, with lots of snow, made 2007/08 a great one for consumer participation. Slightly more than 3 out of 10 snow sports consumers participated more this season as compared to last. In addition, 37.8% participated about the same and 19.9% of consumers participated less. Only 10.8% did not participate at all.

The SnowSports Consumer Panel is an online consumer research survey system devoted to understanding the consumer of winter sports products. It is a unique tool which enables SIA to examine, through market research, changing consumer behaviors, attitudes and perceptions. Panel members are pre-recruited US residents, 16 years or older, that participate in snow sports (alpine skiing, Nordic, telemark, snowboarding or snowshoeing). The report can be read in its entirety by visiting the SIA website, Additional information can also be found about the snow sports industry using the SIA Intelligence Report. The Intelligence Report can also be found at

SnowSports Industries America (SIA) is a not-for-profit trade association whereby competing on-snow product suppliers magnify their power, by working together, for the development of the on-snow sports industry. For more information, check out SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587. Phone: (703) 556-9020, Fax: (703) 821-8276, E-mail:



About the author


From the beginning of time, I was Shannon. From the beginning of snowboarding, I was Shay. From the beginning of online communities, I was Shayboarder. In the end, I’m the writer, photographer, editor, publisher, guru of sorts, product tester, curvy girl, and most importantly the snowboarder behind it all. Follow me on this journey through snowboarding, mountain biking, traveling and fun experiences!

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