Reaching an untapped market?


I’m curious about something. What are dealers and manufacturers doing to lure women, minorities, unmarried and anyone under the age of 45 into boating?

According to the National Marine Manufacturers Association’s statistics, nearly 69 percent of boat owners are married; the median age of boat owners is 45 to 49.

Perhaps it’s time to tilt those statistics toward another viable market.

And did you know “Unmarried and Single Americans Week” will be observed September 16-22. This group prefers to use the phrase unmarried and single because many unmarried Americans do not identify with the word ‘single’ because they are parents, have partners or are widowed.

I’ll share some single stats that I found on

92 million

Number of unmarried and single Americans 18 and older in 2006. This group comprised 42 percent of all U.S. residents 18 and older. 

54 percent

Percentage of unmarried and single Americans 18 and older who are women. �

60 percent

Percentage of unmarried and single Americans 18 and older who have never been married. Another 25 percent are divorced, and 15 percent are widowed.

15 million

Number of unmarried and single Americans 65 and older. These older Americans comprise 16 percent of all unmarried and single people 18 and older.

Maybe we should adopt ‘Single Buying Power’ as a slogan in an upcoming campaign.

Lois Caliri


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