** 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 Claritas 360 Marketing Information System, including the PRIZM Segmentation Data, and is built around the actual purchasing behavior of customers randomly sampled from more than 7,000 diving consumers who have made certification, dive travel, or dive equipment 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, Dive Equipment Buyers, and Dive Travel Buyers.
“In 2025’s fast-paced business landscape, where information flows endlessly through social media and online platforms, the key to staying ahead lies in having actionable insights about consumers and leveraging that data effectively,” stated Tom Ingram, DEMA President & CEO. “With the insights provided in these reports, DEMA Members can identify the most strategic geographic areas to reach potential customers—whether locally or nationwide—and tailor their services and products to meet the evolving needs of their audiences.”
Information in the report includes demographics and psychographics of end-users and is based on the geographic location of the home in which the end-user resides. Each report covers data ranging from age, income, and home ownership/value to stages of family life, education, 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.
“Leveraging this data empowers businesses to gain a deeper understanding of their customers and address critical factors, such as whether end-users prefer online shopping, have children at home, or are married,” concluded Ingram. “Each of these insights can significantly influence the messaging businesses use to craft effective advertising and sales strategies.”
The reports are available for online purchase here to all DEMA Members for $59.00 each and can be purchased by non-members for $249.00 each. One complimentary report is available to 2025 DEMA Members who join by March 31, 2025. To request your complimentary report, please send a request to Membership Manager Alicia Vasquez at alicia@dema.org or call her at (858) 616-6408. Become a 2025 DEMA Member online here.
