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The National Marine Manufacturers Association (NMMA) and Marine Retailers Association of the Americas (MRAA), today released new consumer research conducted to inform the Market Expansion Advisory Group’s work to accelerate long-term boating growth. Leading global research firm, Ipsos, was commissioned by the Advisory Group to provide a better understanding of today’s boaters, identify the industry’s highest potential growth audiences, and create a roadmap for growing participation in a changing market.

The research combines qualitative interviews with industry leaders and quantitative research among current boat owners, including recent buyers, as well as prospective owners, to answer a critical question facing the industry: how do we grow the boating market in a changing consumer landscape?

“At a time when consumer decision-making is changing, the Ipsos research gives the industry a shared, data-backed understanding of how consumers are discovering, evaluating and engaging with boating,” said Ellen Bradley, senior vice president and chief brand officer for NMMA. “It moves us beyond assumptions and provides a clear foundation for how Discover Boating, manufacturers and dealers must work together to attract more people to boating and convert interest into participation in a meaningful and sustainable way.”

A More Segmented Boating Market

To grow the boating market, the industry needs a clear understanding of both current boat owners and future buyers. Ipsos identified six distinct groups within these audiences: Established Owners, Recent Buyers, Time-Pressed, Cost-Conscious, Inexperienced and Sales-Ready. Understanding their unique needs and motivations helps the industry better support people as they explore and move toward boat ownership.

Current Owners

• Established Owners (purchased their main boat prior to 2020)
• Recent Buyers (purchased their main boat after 2020)

When comparing the profiles of Established Owners (pre-2020) and Recent Buyers (post-2020), there are critical shifts. Recent Buyers in this survey skew more diverse and with a higher net income more affluent than Established Owners and are more likely to have entered boating through charters, rentals and adjacent outdoor activities. These buyers boat more frequently and are motivated by both relaxation and adventure, yet face barriers including time constraints, operator stress and weather unpredictability.

Their path to purchase is increasingly digital-first and self-directed, shaped by YouTube, social media, creator influence, online reviews, and manufacturer and dealer websites. However, trust still hinges on people. Dealers remain critical for credibility, transparent pricing and relationship-building. This means boat shows have an opportunity to evolve from transactional “deal floors” into experiential learning environments that build enthusiasm, education and long-term engagement.

Prospective Owners

Prospective Owners (surveyed consumers who self-identify as being at least 50% or more likely to purchase a boat in the future) represent an estimated 35 million high-potential new buyers^. Across this audience, three realities define the opportunity: cost barriers, complexity and an evolved purchase journey.

Transparency around costs, accessible financing and simple entry points into boating can significantly increase consumer confidence. Many prospective buyers see boating as complex or intimidating due to limited knowledge and logistical concerns. The industry can address these challenges through practical education, structured onboarding and sustained support throughout the ownership journey.

These Prospective Owners make purchasing decisions through a combination of personal trust and digital content influence. Top influences include friends and family, YouTube, social media and manufacturers, with dealers remaining pivotal for reputation and trustworthiness, reinforcing the need to modernize digitally without losing human relationship-building.

Top of the Funnel: Inspiration and demystification from Discover Boating

• Time-Pressed (20%): concerned about having enough time to use the boat; seeking a near-term lifestyle solution.
  • Actionable implication: emphasize convenience, quick start via clubs or rentals and clear upgrade paths.
• Cost-Conscious (18%): motivated but budget constrained.
  • Actionable implication: offer used or refurbished tiers, flexible financing information, Total Cost of Ownership tools and access-first pathways.

Middle of the Funnel: Concrete information and hands-on experiences from Discover Boating, dealers and manufacturers alike

• Inexperienced (23%): have the means but need more experience, support and knowledge.
  • Actionable implication: deploy learning content, demos, skills clinics and trusted advisors.

Bottom of the Funnel: Ready for meetings with dealers or manufacturers

• Sales-Ready (19%): fewest barriers, ready to have a sales conversation.
  • Actionable implication: prioritize speed, inventory certainty, transparent pricing and trade and finance simplicity.

The research underscores that sustained growth comes from sparking interest in boating as a rewarding lifestyle and meeting consumers where they are, with tailored outreach, relevant messaging and accessible experiences that align with distinct audience segments, rather than a broad, one-size-fits-all marketing approach.

Exposure and Access Drive Future Ownership

A key finding of the research is that exposure to water and boating-adjacent activities strongly correlates with future boat ownership. Consumers who participate in rentals, clubs, charters or social boating experiences are significantly more likely to consider owning a boat over time. Ipsos found that alternative access models are not replacing ownership but instead serve as important entry points, particularly for surveyed younger, time-constrained and cost-conscious consumers, helping build confidence, familiarity and long-term interest in boating.

Why This Research Matters Now

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.

Education is Key

For more detailed information on the new consumer research, visit the Discover Boating Industry Resource Center where you will find an executive summary, presentation slides and recorded webinar.

The full Ipsos Research Member and Industry Handbook is available upon request. Email [email protected] to request access.

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