Study Commissioned By Tirol Werbung Shows Skiing Beats Mobile Phones Among Young People

A study commissioned by Tirol Werbung has shown that the family experience, the joy of exercise, and time spent in nature are the most important motives for young people to go skiing. And: When there's a diverse range of options, smartphones and digital experiences play hardly any role.

"What does the ideal ski resort look like for young people?" was the initial question of the study. 41 10- to 14-year-olds in Austria and Germany explored this topic in focus groups and in-depth interviews. The result: The shared family experience is the most important reason for young people to ski. Other key reasons include the enjoyment of exercise and a diverse range of options, as well as the time spent in nature. At the same time, the study also revealed some surprising findings. "If a ski resort offers young people attractive options, their phones stay in their pockets. Or to put it briefly: skiing acts as a digital detox," reports Karin Seiler, Managing Director of Tirol Werbung. Different age groups define attractive offerings quite differently. 10- to 12-year-olds are particularly attracted to secret trails, while 13- and 14-year-olds particularly value fun parks. "However, size is not the main focus. What is more important is to have several small fun parks spread across the ski area," says Seiler.

Findings serve companies

Tirol Werbung recently presented the study's findings to local tourism regions focused on families as part of a workshop. The results will now be incorporated into the further development of their offerings. "Our stated goal is to inspire as many young people as possible to take up skiing," Seiler explains.