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DEMA Releases Full Detailed Analyses of Diving Customer Research

Monday, April 23, 2018   (0 Comments)
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Four Market Segment Reports Assist Members in Understanding Current Customer Demographics and Behaviors


DEMA has released detailed demographic and life stage analyses of divers participating in four different activity segments. The data was developed using the AnySite Marketing Information System, including the MicroBuild Lifestyle Segmentation Program, originally produced by Pitney Bowes, and is built around the actual purchasing behavior of customers randomly sampled from more than 900,000 diving consumers who have made purchases within the last three years. The research is divided into four separate reports based on different diving consumer activities: Open Water Divers, Continuing Education Divers, Equipment Buyers, and Dive Travelers.

“In today’s business climate, with an abundance of information shared through social media and readily available on the Internet, the best way to gain an advantage is to have more actionable information on consumers and to be able to leverage that data,” commented Tom Ingram, DEMA President & CEO. “By using the data in these reports, DEMA Members can determine the best geographic locations in which to locate potential end-users in their own neighborhoods or nationwide and determine which services and products best meet end-users’ needs.”  

Information in the report includes demographics and psychographics of end-users and is based on the location of the home in which the end-user resides. Each report covers data ranging from age, income, net worth, and home ownership/value, to stages of family life and education, employment and other behaviors that govern their recreational activities. Understanding these variables provides a better awareness of customer buying behaviors and an understanding of where to find more and similar customers and is also far more reliable than single variable studies which may use age or income alone.

“Using this information can help businesses better understand their customers as well as determine such important issues as whether the end-user is attracted to shopping online, has children in the household and whether or not they are married,” concluded Ingram. “All of these factors can have an impact on the messaging that businesses use when developing advertising and sales programs.”

The reports are available free to all DEMA Members and can be purchased by non-members for $249.00 each. Members obtain their free report by logging into their account on and downloading the report found under the "Research & Educational Guides" section of their DEMA Member Dashboard.  Non-members can purchase their report here.

DEMA, The Diving Equipment & Marketing Association | US Toll Free: (800) 862-3483 | Ph: (858) 616-6408 | Fx: (858) 616-6495 |