A study of more than 1,000 consumers across the UK on how the Sochi 2014 Winter Olympics has influenced spending on leisure activities and holidays has revealed that a third have been influenced to book a holiday in colder climes and almost a quarter have been inspired to swap their summer sun in favour of a winter sports-based break.
The omnibus survey carried out by PlantaQuestion, an online DIY service that allows users to ask questions directly to the public and receive up to 2,000 answers that are nationally representative, also unveiled that just 15 per cent of people have participated in skiing holidays in the last five years, a figure that could now be boosted as a direct result of the Winter Olympic games.
However, influence on leisure activity spend such as those offered by snow-domes and ice skating rinks is low, with just 13 per cent having been inspired to spend money on these activities. Leisurewear spend is also lower than expected, at just over 10 per cent.
Whilst arguably not with the same fervour as the London 2012 Olympics, the Sochi 2014 Winter Olympics is proving a popular event, with 69 per cent of those surveyed claiming to have watched the games and almost 40 per cent saying it is an event the whole family is interested in.
Rafael Arelin, Director at PlantaQuestion commented: “The popularity of the games and the impact it could have on winter-sport holiday take-up is quite high, and something marketers in these sectors should certainly consider capitalising on if they aren’t already. The recent successes with British medal winners Lizzy Yarnold, who scooped gold in skeleton and Jenny Jones, the first Briton to win an Olympic medal in a snow event with bronze in the snowboard slope style should add to excitement and influence consumers further.”
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