Scuba Diving Research OLD

Contained within this section are various studies conducted by Cline Group that are for public release.

These studies form the industry’s first and only benchmark for independent consumer and industry research. 

With the exception of the DEMA 2004 study, the other two reports are aging. However, little has changed that drastically affects the data.

With the exception of growth rates and the Internet, booking methods, consumer demographics and travel motivation have changed little in the past 10 years.

Cline Group is available for custom research projects, and has conducted over 50 studies to date within the market for various clients. 

Please contact William Cline for more information or click here to subscribe to our regular mailings.

New! Mini eBook Published Articles on the following topics:

Mini eBook 1: DEMA’s Certification Census vs. The USA Diver Population 

A comparative detailed state by state analysis using DEMA’s quarterly new diver census report, then extrapolated and compared the US Census and dive store populations as supplied by Dive Training Magazine. The report shows calculated state by state percentages of dive stores, diver populations and penetration of diving within each state.

Mini eBook 2: Dive Industry vs. US Population

This article presents a comparison of USA Birthrates, USA Census population data and compares to calculated diver populations and details some amazing trends in past years, as well as future years growth of the USA diving industry.

Mini eBook 3: Facebook vs. The Dive Retailer

With the popularity of Facebook and other social media platforms, Pintrest, Twitter, etc, many marketers are wondering how influential are these mediums in decision making processes for travel. This article pulls data from a large travel survey and applies to the Diving Industry.

Mini eBook 4: Perception Vs. Reality: Today’s Diver

Perception of lack of lifestyle selling within the diving industry has harmed the industry. This eBook compares current perceptions and what they should be to sell diving to the masses.

Mini eBook 5: Facebook Divers?

Using Facebook’s ad creation tool, it’s possible to use Facebook to locate divers in specific regions of the USA and worldwide. This fascinating analysis of Facebook’s populations and users compared to known diver populations and US Census data. This is the first time Facebook has been used as a diver population calculation tool, as well as factors offered to use their tools to calculate diver counts in any Country, State, City and even Zip Code.

Download here!

Summary data:

1. Diving Equipment Wholesale Dollars a. 2000 versus 2002: -28% (Source: Diving Equipment Manufacturer’s
Own Internal Equipment Trends Survey).
b. 2000 versus 2001: -10% (Source: SGMA’s Wholesale Market Rec.
Report 2002).

2. Diver Participation Levels New! Please see my Population Study of Diver Participation here.

3. Dive Retailer Units (Source: Dive Training Magazine, internal databases as of 8/03).
a. 1991 to 2003: 1,845 (no growth)
b. 8% loss rate, with roughly 8% new entrants each year
c. +/- 50 Store Change Rate in 12 years of tracking

See Cline’s 2011 Dive Retailer Financial Study (online version) or here for a PDF Version This new study is the first of it’s kind and unique to the industry as this study looked at the financial health of retailers in the USA.

All the data sources are quoted.

Cline 4th Quarter 2012 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 3rd Quarter 2012 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 2nd Quarter 2012 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 1st Quarter 2012 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 4th Quarter 2011 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 3rd Quarter 2011 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 2nd Quarter 2011 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 1st Quarter 2011 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 4th Quarter 2010 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 3rd Quarter 2010 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 2nd Quarter 2010 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 1st Quarter 2010 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 4th Quarter 2009 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 3rd Quarter 2009 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 2nd Quarter 2009 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 1st Quarter 2009 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 4th Quarter 2008 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 3rd Quarter 2008 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 2nd Quarter 2008 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline 1st Quarter 2008 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline Year End 2007 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline Group 3rd Quarter 2007 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing

Cline Group 1st & 2nd Quarter 2007 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 1st Quarter Results 
• 2007 YTD vs. 2006 YTD
• Outlook 2nd Quarter 2007

Cline Group 2006 Year-End Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 1st Quarter 2007 Outlook
• 2006 YTD vs. 2005 YTD
• Outlook 2nd Quarter 2007

Cline Group China Dive Market Analysis
(Press Release) • Released Oct 2006

Cline Group 3rd Quarter 2006 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 4th Quarter 2006 Outlook
• 2006 YTD vs. 2005 YTD
• Outlook 2007

Cline Group 2nd Quarter 2006 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 3rd Quarter 2006 Outlook
• 2006 YTD vs. 2005 YTD
• Outlook 2006
(Released April 2006)

Cline Group 1st Quarter 2006 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 2nd Quarter 2006 Outlook
• 2006 YTD vs. 2005 YTD
• Outlook 2006
(Released April 2006)

Cline Group 4th Quarter 2005 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 4th Quarter 2005 Outlook
• 2005 YTD vs. 2004 YTD
• Outlook 2006
(Released April 2006)

Cline Group 2nd Quarter 2005 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 3rd Quarter 2005 Outlook
• 2005 YTD vs. 2004 YTD
• Outlook 2006
(Released July 2005)

Cline Group 4th Quarter 2004 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 1st Quarter 2005 Outlook
• 2004 YTD vs. 2003 YTD
• Outlook 2005 
(Released Mar. 2005)

Cline Group 3rd Quarter 2004 Diving Industry Panel Study • Dive Retailers
• Independent Instructors
• Travel & Manufacturing
• 4th Quarter 2004 Outlook
• 2004 YTD vs. 2003 YTD
• Outlook 2005 
(Released Nov. 2004)

DEMA Report 1: 6/04 DEMA Show 2004 Retailer Study • Attendance Habits
• Show Attendance Motivations
(Released June 2004)

DEMA Report #2: 8/04 DEMA Show 2004 Retailer Study • Show Activities 
• Show Related Expenditures
• Suggestions for Manufacturers and Travel Destinations 
(Released August 2004)

Report 2: Diving Manufacturer and Travel Industry Retailer Study • Retail Purchasing Habits
• Total Dive Industry Sales Projections
(Released October 1993, Updated July 1995)

Report 3: Diving Industry Consumer Study • Manufacturing brands and Perceptions Study
• Dive Travel Psychographics Study
• Diver Activity Perceptions Study
(Released December 1997)

Additional Studies and Information:

These studies form the industry’s first and only benchmark for independent consumer and industry research. With the exception of the DEMA 2004 study, the other two reports are aging. However, little has changed that drastically affects the data. With the exception of growth rates and the Internet, booking methods, consumer demographics and travel motivation have changed little in the past 10 years.

Summary data: All data is for the U.S. Market. 

All the data sources are quoted and also William Cline of the Cline Group.

Furthermore, DEMA, the industry trade association, has these resources available as well:

Certification Census 2005, Quarters 1 & 2:http://www.dema.org/associations/1017/files/CertCensus2005-Q1-Q21.pptThis report consists of an entry-level certified diver count, compiled from NAUI, PADI, SDI and SSI Certified Diver Files for the 1st and 2nd quarters of 2005.

Certification Census 2004: http://www.dema.org/associations/1017/files/CertCensus-2004.pptThis report consists of an entry-level certified diver count, compiled from NAUI, PADI, SDI and SSI Certified Diver Files for the 2004 calendar year.

Certification Census 2003: http://www.dema.org/associations/1017/files/CertCensus-2003.pptThis report consists of an entry-level certified diver count, compiled from NAUI, PADI, SDI and SSI Certified Diver Files for the 2003 calendar year.

Distribution Study 2000: http://www.dema.org/associations/1017/files/MarketResearch-DistributionStudy2000.pdfFor DEMA by Leisure Trends: Distribution Study 2000, this report provides a detailed overview of activity in the various segments of the scuba diving industry. Summary figures for each area of the market are included.

ports Equipment Expenditures in 1999:http://www.dema.org/associations/1017/files/MarketResearch-SportsEquipmentExpenditures1999.pdfFor NSGA by NPD: This is a report on the number of individuals, seven years of age or older, who participate in each of 26 different sports. Provides estimates on total equipment dollar expenditures for each sport. Reports generated by gender, age, race, education, household income, market size, census regions and frequency of participation.

Sports Participation in 1999:http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1999.pdfFor NSGA by NPD: This is a breakdown of people who participated in scuba and/or snorkeling in 1999. Broken down by age, gender, education, income, race, states and frequency (# of times).

Sports Equipment Expenditures in 1998:http://www.dema.org/associations/1017/files/MarketResearch-SportsEquipmentExpenditures1998.pdfFor NSGA by NPD; This is a report on the number of individuals, seven years of age or older, who participate in each of 21 different sports. Provides estimates on total equipment dollar expenditures for each sport. Reports generated by gender, age, race, education, household income, market size, census regions and frequency of participation.

Sports Participation in 1998:http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1998.pdfFor DEMA by NPD: This is a breakdown of people who participated in scuba and/or snorkeling. Broken down by age, gender, education, income, regions, states, and frequency (# of times).

Track on Scuba I, 1998: http://www.dema.org/associations/1017/files/MarketResearch-TrackScuba%20Diving1998-PartI.pdfFor DEMA by Leisure Trends: This is a detailed report outlining the different segments of the market and their participation in scuba. The report provides information on sources of sports info, internet use, participation in recreation activities, water sport participation, attitudes about water activities and demographics for the following market segments: Aware segments: participants, disenchanted, potential and neglected Unawares: barren and neglected.

Track on Scuba II, 1998: http://www.dema.org/associations/1017/files/MarketResearch-TrackScubaDiving1998-Part%20II.pdf

For DEMA by Leisure Trends: This is the 2nd edition of the Track on Scuba Diving Report

Sports Equipment Expenditures in 1997:http://www.dema.org/associations/1017/files/MarketResearch-SportsEquipmentExpenditures1997.pdf

For NSGA by NPD; This is a report on the number of individuals, seven years of age or older, who participate in each of 21 different sports. Provides estimates on total equipment dollar expenditures for each sport. Reports generated by gender, age, race, education, household income, market size, census regions and frequency of participation.

Sports Participation in 1997
Part 1 of 2: http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1997-SeriesII-Part1of2.pdf

Part 2 of 2: http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1997-SeriesII-Part2of2.pdfFor NSGA by NPD: This measures the number of individuals, seven years of age or older, who have participated in each of 29 different sports within the previous year. Broken down by gender, age, education, income, region and race.

Sports Participation in 1996:http://www.dema.org/associations/1017/files/MarketResearch-SportsParticipation1996.pdfFor DEMA by NPD: This is a breakdown of people who participated in scuba and/or snorkeling and equipment expenditures (amount of money only) in 1996. Broken down by age, gender, education, income, race, regions, states, and frequency (# of times). Also provides correlation tables providing what other sports those people surveyed participated in.

Lastly, PADI, the world’s largest training agency, offers a variety of stats on their certifications:

http://www.padi.com/padi/en/footerlinks/padistatistics.aspx As of 2006, their U.S.A. marketshare is estimated at about 56% of the market. So they are a good indicator of the US as a whole. Elsewhere the stats represent smaller marketshares.

Data collected and reported by above sources complied by William Cline.

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