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Snowboarder ski resort marketing analytics reveal that over 55,000 Canadian snowboarders may own a Tablet (eg. RIM’s PlayBook). Tablet PC computer ownership in Canada market share estimates indicate that the number of Anglophone and Francophone Tablet owners in Canada will approach 2,105,030 by 2031. Demographic data suggests that snowboarders – many of whom are male, upper-income, have a post-secondary education, and between the ages of 18-34 – might like Livestand from Yahoo! personalized, digital snowboarder Tablet magazines. And the number of Tablet-owning Canadian snowboarders will likely double by the end of 2012 based on a recent Media Technology Monitor (MTM) forecast. Ski resort marketers may use digital marketing magazines to target snowboarders with videos, images and articles about snowboard runs and tournaments, snowboard equipment, organized snowboard trips, and snowboarding events. Since about 40% of snowboarders ski as well – according to the Canada Ski Council (CSC) – messages about skiing may be included in Tablet snowboard digital publications.

Other tourism destination marketers can use Tablet magazines to target wine drinkers, golfers and those seeking hotel accommodations. More details regarding these other tourism segments may be read in the following posts: iPad Marketing Analytics: Livestand from Yahoo! and High-Spending Wine Drinkers, Tablet Marketing Analytics: Livestand from Yahoo! and Golf Magazines and Tablet Hotel Marketing Analytics: Travelers and Personalized Magazines. Animated annual reports may also be delivered via Tablets, as has been mentioned in Tablet Flash Marketing Analytics: Animating Corporate Reports. However, snowboarders represent a niche market opportunity for Canadian ski resort marketers. Below are details supporting the market size estimate for Canadian snowboarders (12 years of age and older) who likely own a Tablet.

A Winter 2000 Statistics Canada Travel-log publication highlights that there are three-and-a-half times more Canadian skiers than snowboarders (12 years of age and older). Applying this ratio to a population of skiers and snowboarders, about 78% will be skiers and 22% snowboarders. A 2003 Canada Ski Council (CSC) Profile of Canadian Snowboarders indicates that 60% of them snowboard exclusively. An estimated 5.8 million Canadians ski and snowboard based on the April 2010 BC Stats Tourism Sector Monitor. It may therefore be concluded that about 1,276,000 (5.8 million * 22% * 60%) Canadian snowboarders do so exclusively. The 2011 Hotel Association of Canada (HAC) Canadian Travel Intention Survey revealed that 73% of travelers use the Internet to gather information before they travel. This statistic may be applied to the base of Canadian snowboarders to establish a conservative estimate of 976,000 (1,276,000 * 73%) online Canadian snowboarders (12 years of age and older).

And since about 6% of Canadians currently own a Tablet according to an Ipsos-Reid press release, The Tablet Begins Take Off As Sales Double in Eight Months, about 55,888 Canadian snowboarders (12 years of age and older) own a Tablet. This figure will likely double to 111,776 by the end of 2012 if the MTM forecast is correct that Tablet sales in Canada will double. And that means an attractive, growing niche market for marketers of snowboarding, snowboard equipment, snowboarding events, and snowboard tours. This is especially true given that the April 2009 TourismBC Downhill Skiing and Snowboarding Product Overview indicates that snowboarders are skewed towards 18-34, upper-income, males who have a post-secondary education: a profile that fits well with that of a typical Tablet owner. Livestand from Yahoo! personalized, digital snowboarder Tablet magazines may be effective for reaching the growing base of Tablet-owning, snowboard enthusiasts.

Trend in Canadian Snowboarder Tablet PC Ownership

Marketing Analytics Quote: Tourism and Tablet Mark...