BY RYAN KLOPPE

To gain a deeper understanding of your target audience ' s preferences , we have compiled a list of three key buyer trends that have emerged from Statistical Surveys ' 2023 boat registration data .

1 . Outboard Engines Are the Top Choice for Propulsion

Engine / Propulsion Sales in 2023 : Outboard - 157,797 sales Inboard - 25,155 sales Stern drive - 5,839 sales Other engine types - 4,217 sales

Engines or propulsion options play a vital role in the search for the perfect boat among enthusiasts , and they have plenty of choices . However , in 2023 , outboard engines took the lead with 157,797 sales , making it the top preference among buyers . Our data also reveals a notable market for stern drive engines ( 5,839 sales ), as well as other miscellaneous engines ( 4,217 sales ), indicating potential in these niche markets . The sales performance of inboard engines , however , is on the rise , marking the highest growth rate of 11.72 % year over year . While advertising outboard engines can generate significant sales for dealers , it is essential to stay vigilant for an emerging trend as buyers increasingly show a growing fascination with inboard engines .

2 . Most Buyers Opt for Boats Ranging Between 18-23 ft

2023 Sales by Boat Length : 17 ft - 14,062 sales 18 ft - 17,050 sales 20 ft - 21,210 sales 22 ft - 23,506 sales 23 ft - 16,604 sales

Based on our registration data , it is evident that most marine sales are concentrated in the midto-long length range of boats . Among these boat lengths , the most popular choice among consumers is 22 ft . This length surpasses all other length options , making it the undeniable sweet spot in the market . On the flip side , there has been a surge in sales for boats measuring 17 ft , with a growth rate of 16.48 % compared to the prior year . This uptick in popularity has resulted in 14,062 sales , surpassing the growth of all other lengths in the market for 2023 .

Pontoon Boats Dominate the Current Market

Top Marine Segment Sales in 2023 : Pontoon - 62,335 sales AL Fish OB Al 8-24 - 41,301 sales Saltwater OB 13-55 - 24,554 sales

Pontoon boats were undeniably the top segment for marine buyers in 2023 . Following closely behind were the AL Fish OB Al 8-24 and Saltwater OB 13-55 boats . However , the tides are shifting as sales grew for jet boats in 2023 . This is the perfect time to expand your reach and gain more visibility in the emerging segments . Don ' t forget to keep promoting your pontoon units , as they have demonstrated the broadest appeal among buyers .

The key takeaway from this data is that by offering what is currently in high demand and staying updated on the latest trends , you can achieve the greatest success and seize the growing market . Based on the data Statistical Surveys has provided , now is the perfect opportunity to prioritize outboard engines that perfectly match boat lengths and cater to the most popular marine segments . These strategic shifts can help you grow your business in the upcoming months .

Ryan Kloppe is the Director of Sales at Statistical Surveys , owned by Trader Interactive , parent company of RV Trader . He has been with Statistical Surveys since 2012 and has 20 years of sales and data experience in the marine , powersports , banking and medical industries . While at Statistical Surveys , Ryan has consistently increased sales year over year while developing and maintaining successful business relationships . Ryan ’ s work can be seen in multiple trade publications that are released on a monthly and quarterly basis .

www . boatingindustry . com march 2024

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