Over the past two years of extraordinary consumer demand for boating and outdoor recreation, Discover Boating, powered by NMMA and the Marine Retailers Association of the Americas (MRAA), has seen increased site traffic. , reaching more than 5 million unique visitors for the first time. in the history of the brand. And, as the industry sees new boat sales normalizing through the first quarter of 2022 and those sales remain above pre-pandemic levels, DiscoverBoating.com is seeing similar trends.
For the calendar year to date (January-May 2022), overall site traffic is down 24%, but is 75% higher than pre-pandemic levels for the same period (January-May 2019) . This includes an increase in visits from younger and more diverse audiences, the next generation of boaters.
Over the past three years, DiscoverBoating.com has attracted more young visitors to explore boating – visitors in the 18-24 age group have increased by 150% in 2022 (Jan-May) compared to the same period in 2019 before the pandemic. over the same period, women accounted for a larger share of trafficking in 2022, with a 42% increase compared to 2019.
“It’s encouraging to see continued growth in younger visitors, as it’s a signal that we’re resonating with this ever-growing next-gen audience and that our site traffic continues to surge as we compare to what we were tracking before the pandemic,” said Ellen Bradley, chief brand officer and senior vice president of marketing and communications at NMMA. “As the world begins to normalize post-pandemic and people are looking for activities they were mostly unable to pursue, such as sporting events, concerts, and travel, we see normalization reflected in both new boat sales and traffic to DiscoverBoating.com. an indicator that we cannot let go of to attract new customers and do everything we can to maintain momentum through our awareness marketing and engagement v ia our See You Out Here campaign.
The most visited articles on DiscoverBoating.com so far in 2022 reflect site visitors learning about boating and exploring how to get started, including the Boat Loan Calculator and Boat Finder.