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Cline's Fourth Quarter 2008 Dive Industry Survey is in and a total of 330 dive businesses responded to this survey and indicated the following results:
In general, 57% of all businesses expect their 1st quarter 2009 Gross Sales to be less than the same period in 2008:
> Retailers are not optimistic. 60.3% report that they expect their 1st Q 2009 gross sales to decrease and 47.1% expect their new certifications to decrease.
> Independent Instructors responded almost exactly the same; 52.2% expect a decrease in gross income, and 47.8% expect a decrease in certifications for the 1st quarter of 2009.
> Dive resorts or tropical operators, wholesalers and dive liveaboards are also not optimistic for their 1st Q '09 as a combined 49% expect a decrease in sales for that period.
Summary:
> In general, confidence is very low for an INCREASE in respondents' 1st quarter 2009 gross revenue. Businesses, by region, responded as follows for an INCREASE in their 1st quarter gross revenues:
Canada: +27%
Carib/S. Amer: +21%
USA: +15%
Europe/So. Pac & Other Regions: +11%
> Overall, retailers responded as follows for an INCREASE in their 1st quarter gross revenues:
Eastern US: +15%
Central US: +14%
Pacific US: +13%
Mountain US: +10%
As shown, retailers in the Mountain US are the LEAST optimistic, while retailers in the Eastern Region of the US are the MOST optimistic about their 1st quarter '09 Gross revenues increasing.
All dive businesses saw, on average, a -9.7% decrease in their gross revenues for the 4th quarter 2008 versus the same period in 2007.
Retailers specifically were down, reporting a -14.8% decrease in their overall gross revenues in the 4th quarter of last year.
New certifications were also down as retailers posted an average decline of -14.2%. Independent instructors also posted a -12.8% decrease in certifications.
Dive travel sales were down -11.9% specifically for retailers.
Dive equipment sales were also off, as retailers posted a -17.3% decline in sales.
91% of the retailer respondents were from the USA.
95.6% of the retailer respondents were the facility owner or manager.
Each business category responded as follows for their Gross Income change in the 4th quarter 2008 versus the same period in 2007: (for categories over 10 respondents):
the first line specifies: Business Classification
the second line specifies: 4th Q 08 % Change
the third line denotes: the Number Reporting
Dive Retailers
-14.8%
189
Independent Dive Instructors
-7.2%
46
Dive Resort or Resort-Based Dive Operators
-13.3%
26
Dive Related Manufacturers
-9.5%
22
Dive Liveaboard Boat or Charter Boat
Dive Training Agency
All Other Industry Professionals
-11.6%
-.2%
1.3%
14
10
11
All Averaged/Total Respondents
-9.7%*
330*
* Above overall reported averages are adjusted averages for all business classifications, including those that were too small in number to include in this above table. Total number of businesses and reported overall average includes categories too low to calculate accurate category averages, but their responses were applied to the overall averages and totals.
The following Businesses Responded to this survey:
LINE 1: Business Classification
LINE 2: Total Respondents
LINE 3: % of Whole
Dive Retailers
189
57.3%
Independent Dive Instructors
46
13.9%
Dive Resort or Resort-Based Dive Operators
26
7.9%
Dive Wholesaler/Agent or US Booking Office
9
2.7%
Dive Related Manufacturers
22
6.7%
Dive Liveaboard Boat or Charter Boat
14
4.2%
Dive Related Media, Publication, Website
8
2.4%
Dive Training Agency
5
1.5%
Other Industry Professionals
11
1.5%
Total Respondents
330
100%
> Dive Retailers residing in the Central Time Zone responded with the largest decrease in gross revenues for the 4th quarter of 2008. While dive retailers in the Mountain Time Zone posted a slightly smaller loss as shown:
LINE 1: Retailers' Time Zone (shows counts)
LINE 2: Gross Revenues
LINE 3: New Certifications
LINE 4: Travel Revenues
LINE 5: Equipment Revenues
Mountain Time Zone (10)*
-6.6%
-1.7%
-12.2%
-5.1%
Eastern Time Zone (86)
-17.4%
-16.9%
-16.4%
-20.6%
Central Time Zone (58)
-17.6%
-18.0%
-8.4%
-17.2%
Pacific Time Zone (24)
-6.2%
-4.7%
-5.8%
-15.5%
* Caution should be exercised when interpreting data from fewer than 20 retailers. Mountain Time Zone specifically has a very low count, making the probability of high error rates likely.
> In keeping with retailers depressing results for the 3rd quarter, there is very little optimism for their 1st quarter 2009 outlook. In terms of forecasting, 60% of all retailers responded that they expect their gross revenues to decrease in the 1st quarter. Certifications, dive travel and equipment sales are all equally projected to be depressed as well:
LINE 1: Retailers' 4th Q Forecasts
LINE 2: 4th Q Increase
LINE 3: 4th Q Decrease
LINE 4: 4th Q Same
Gross Revenues
14.3%
60.3%
20.6%
Dive Certification Numbers
11.1%
47.1%
32.3%
Dive Travel Revenues
13.8%
50.8%
23.8%
Equipment Sales Revenues
14.8%
54.0%
24.3%
See previous reports here:
Welcome to Cline Group's Dive Site
Dear Industry Professional ,
Thanks for subscribing to the diving industry's only independent diving research newsletter. This quarterly email newsletter is sent out to the industry at no charge, in an attempt to disseminate diving research to our industry's professionals.
I hope you will read each one, send me questions or challenges. Thanks again for subscribing, and I look forward to hearing your comments from time-to-time.
Best Regards,
William Cline
President
Cline Group Advertising & Marketing, Est. 1990.
The Diving Industry's Only Marketing, Advertising and Research Firm with 17 years of marketing diving worldwide. Find out how we can help your company at Cline Group Interactive
-----
Cline Group: 1740 Air Park Lane Plano, TX 75093 972-267-6700 Cline Group Interactive
All data and text (c) 2008 William Cline/Cline Group, Inc.
Reprint Rights are Given as Long As this Above Source is Credited.
In general, 57% of all businesses expect their 1st quarter 2009 Gross Sales to be less than the same period in 2008:
> Retailers are not optimistic. 60.3% report that they expect their 1st Q 2009 gross sales to decrease and 47.1% expect their new certifications to decrease.
> Independent Instructors responded almost exactly the same; 52.2% expect a decrease in gross income, and 47.8% expect a decrease in certifications for the 1st quarter of 2009.
> Dive resorts or tropical operators, wholesalers and dive liveaboards are also not optimistic for their 1st Q '09 as a combined 49% expect a decrease in sales for that period.
Summary:
> In general, confidence is very low for an INCREASE in respondents' 1st quarter 2009 gross revenue. Businesses, by region, responded as follows for an INCREASE in their 1st quarter gross revenues:
Canada: +27%
Carib/S. Amer: +21%
USA: +15%
Europe/So. Pac & Other Regions: +11%
> Overall, retailers responded as follows for an INCREASE in their 1st quarter gross revenues:
Eastern US: +15%
Central US: +14%
Pacific US: +13%
Mountain US: +10%
As shown, retailers in the Mountain US are the LEAST optimistic, while retailers in the Eastern Region of the US are the MOST optimistic about their 1st quarter '09 Gross revenues increasing.
All dive businesses saw, on average, a -9.7% decrease in their gross revenues for the 4th quarter 2008 versus the same period in 2007.
Retailers specifically were down, reporting a -14.8% decrease in their overall gross revenues in the 4th quarter of last year.
New certifications were also down as retailers posted an average decline of -14.2%. Independent instructors also posted a -12.8% decrease in certifications.
Dive travel sales were down -11.9% specifically for retailers.
Dive equipment sales were also off, as retailers posted a -17.3% decline in sales.
91% of the retailer respondents were from the USA.
95.6% of the retailer respondents were the facility owner or manager.
Each business category responded as follows for their Gross Income change in the 4th quarter 2008 versus the same period in 2007: (for categories over 10 respondents):
the first line specifies: Business Classification
the second line specifies: 4th Q 08 % Change
the third line denotes: the Number Reporting
Dive Retailers
-14.8%
189
Independent Dive Instructors
-7.2%
46
Dive Resort or Resort-Based Dive Operators
-13.3%
26
Dive Related Manufacturers
-9.5%
22
Dive Liveaboard Boat or Charter Boat
Dive Training Agency
All Other Industry Professionals
-11.6%
-.2%
1.3%
14
10
11
All Averaged/Total Respondents
-9.7%*
330*
* Above overall reported averages are adjusted averages for all business classifications, including those that were too small in number to include in this above table. Total number of businesses and reported overall average includes categories too low to calculate accurate category averages, but their responses were applied to the overall averages and totals.
The following Businesses Responded to this survey:
LINE 1: Business Classification
LINE 2: Total Respondents
LINE 3: % of Whole
Dive Retailers
189
57.3%
Independent Dive Instructors
46
13.9%
Dive Resort or Resort-Based Dive Operators
26
7.9%
Dive Wholesaler/Agent or US Booking Office
9
2.7%
Dive Related Manufacturers
22
6.7%
Dive Liveaboard Boat or Charter Boat
14
4.2%
Dive Related Media, Publication, Website
8
2.4%
Dive Training Agency
5
1.5%
Other Industry Professionals
11
1.5%
Total Respondents
330
100%
> Dive Retailers residing in the Central Time Zone responded with the largest decrease in gross revenues for the 4th quarter of 2008. While dive retailers in the Mountain Time Zone posted a slightly smaller loss as shown:
LINE 1: Retailers' Time Zone (shows counts)
LINE 2: Gross Revenues
LINE 3: New Certifications
LINE 4: Travel Revenues
LINE 5: Equipment Revenues
Mountain Time Zone (10)*
-6.6%
-1.7%
-12.2%
-5.1%
Eastern Time Zone (86)
-17.4%
-16.9%
-16.4%
-20.6%
Central Time Zone (58)
-17.6%
-18.0%
-8.4%
-17.2%
Pacific Time Zone (24)
-6.2%
-4.7%
-5.8%
-15.5%
* Caution should be exercised when interpreting data from fewer than 20 retailers. Mountain Time Zone specifically has a very low count, making the probability of high error rates likely.
> In keeping with retailers depressing results for the 3rd quarter, there is very little optimism for their 1st quarter 2009 outlook. In terms of forecasting, 60% of all retailers responded that they expect their gross revenues to decrease in the 1st quarter. Certifications, dive travel and equipment sales are all equally projected to be depressed as well:
LINE 1: Retailers' 4th Q Forecasts
LINE 2: 4th Q Increase
LINE 3: 4th Q Decrease
LINE 4: 4th Q Same
Gross Revenues
14.3%
60.3%
20.6%
Dive Certification Numbers
11.1%
47.1%
32.3%
Dive Travel Revenues
13.8%
50.8%
23.8%
Equipment Sales Revenues
14.8%
54.0%
24.3%
See previous reports here:
Welcome to Cline Group's Dive Site
Dear Industry Professional ,
Thanks for subscribing to the diving industry's only independent diving research newsletter. This quarterly email newsletter is sent out to the industry at no charge, in an attempt to disseminate diving research to our industry's professionals.
I hope you will read each one, send me questions or challenges. Thanks again for subscribing, and I look forward to hearing your comments from time-to-time.
Best Regards,
William Cline
President
Cline Group Advertising & Marketing, Est. 1990.
The Diving Industry's Only Marketing, Advertising and Research Firm with 17 years of marketing diving worldwide. Find out how we can help your company at Cline Group Interactive
-----
Cline Group: 1740 Air Park Lane Plano, TX 75093 972-267-6700 Cline Group Interactive
All data and text (c) 2008 William Cline/Cline Group, Inc.
Reprint Rights are Given as Long As this Above Source is Credited.
