- ISPO surveyed 2783 athletes about their buying behavior
- majority of customers gets product information online
- awards and technical labels as decision criteria
- sustainability as buying criteria
The majority of European amateur athletes prefers to look online for information on new products and sports trends and like to shop there, too. Distinctions such as the ISPO Award and technical labels featuring well-known product technologies such as Gore-Tex and Vibram are important buying criteria. Other factors in the purchase decision are the durability and repair capabilities of products.
Product awards give athletes orientation in the sporting goods market and distinguish particularly innovative and high-quality, winning products. Prizes, awards and labels with product technologies and sustainable aspects such as bluesign serve as selling points for manufacturers and retailers. Yet little is known about the effect of these quality features and how they influence the buying behavior of athletes.
To answer these questions, ISPO surveyed 2,783 active athletes about their decision-making process when buying new sporting goods. The majority of participants is very physically active and therefore well familiar with the subject at hand: 79 percent are active in sports twice a week, and almost half even participate more than three times a week. The respondents come mainly from Germany (29 percent), Italy (17 percent), the UK (17 percent) and France (16 percent).