A new online survey of active consumers across Europe performed by Ispo shows that they prefer to buy for the long term. The durability of a sports product is perceived as a quality feature and is an important purchasing criterion for 75 percent of the respondents, and 37 percent also pay attention to the availability of replacement parts or repair capabilities.
Ispo also wanted to know where and how athletes get their information about new products and trends and found that 60 percent of the respondents look to social media platforms for this kind of information – twice as many as the average population. Other online sources, especially web portals (42%), Google (41%) and online magazines (36%), are also popular.
The group is quite divided when it comes to purchasing channels: 41 percent said they bought their latest sports product in a brick-and-mortar store, 51 percent went online (36% via desktop/laptop and 15% via mobile device).
The Ispo survey also found 75 percent indicating they pay special attention to awards and technical labels such as Gore-Tex, Vibram or bluesign when buying new sports goods. These ingredient brands and labels rank higher than recommendations by friends, which is the second most crucial factor, named by 54 percent of the sample. A third of respondents are inspired by tests and magazines, 27 percent by advice given by the store staff, and 14 percent by information and tests provided by brand ambassadors.
Overall, 81 percent of the respondents stated that awards and labels are a driving force behind shopping because they promise quality features. Almost half of those surveyed (46%) indicated that awards and labels have become more relevant. Thirteen percent stated that they have always been an important element when buying new equipment.
Also, a total of 68 percent of the respondents indicated that they are motivated to be more active in sports thanks to newly purchased sports products, with 33 percent using the new equipment to stay active in the long term and 35 percent gaining motivation at least in the short term.
Ispo's survey covered 2,783 active consumers, with the majority being very active in sports and having a good knowledge of the sporting goods market. Seventy-nine percent participate in sports activities twice a week, and almost half even more often than three times a week. The respondents were mainly from Germany (29%), Italy (17%), the U.K. (17%), and France (16%).