Multicultural Snowboarding.

Denver based Huemanitas, in partnership with Geoscape®, Equipo Roca and Mentalounge Media, has released the first Multicultural’s Action Sports (M.A.S.) Report for the 2010-11 winter season. The M.A.S. Report examines the participation, attitudes, and purchasing behaviors of urban Hispanic and multicultural youth in relation to the snowboard category. Available for download, This “Hispanic Snow Summary” focuses on Bicultural Hispanic engagement as a precursor to broader multicultural market engagement.

The M.A.S. Report is a first of its kind look at the “New American Mainstream” that is reshaping the U.S. youth market. This initial phase of the study examines both qualitatively and quantitatively, the potential scope and size of the multicultural snow sports market. It focuses on answering the critical question facing the industry today: Does the multicultural market represent a viable, sustainable growth opportunity for the snow sports industry?

“The M.A.S. Report helps answer the question of just how big the multicultural opportunity truly is, while also providing marketers with an actionable roadmap for effective cultural engagement” says Marcus Jiménez, Partner & Creative Principal at Huemanitas. He added “Looking at acculturation, socioeconomics, geography, language and lifestyle, we set out to illustrate for the industry the awesome power and influence that the urban Hispanic and broader multicultural market represents.”

“Using our analytics and proprietary acculturation models, we were able to project what marketers have to gain monetarily by investing their dollars in this audience,” says David Mesas, Senior Client Advisor of Geoscape. “We looked at how Bicultural Hispanic consumers make up the majority of Hispanics in key urban markets. These Hispanics are proficient in English and tend to have higher incomes”.
With rider participation plateauing since 2004, the U.S. snow sports industry faces its greatest challenge in growing the sport amidst a declining Boomer population, a target that has fueled the industry’s growth over the past three decades. Currently, less than one percent of snow sports consumers are African American, and only 2.6% are Hispanic.

To download report CLICK on link below;
http://masreport.com