Analysis of more than 2.5 million boats finds limited brand loyalty, highlighting the opportunity for manufacturers to stay relevant throughout the ownership journey

MIAMI, Sept. 30, 2026 /PRNewswire/ — New analysis from Boats Group reveals that repeat boat ownership is a significant part of the recreational marine market—but returning to boating rarely means returning to the same brand.

Drawing on ownership records for more than 2.5 million boats across Florida, Ohio, Texas, and Virginia, Boats Group identified approximately 637,000 repeat owners—owners associated with two or more boats—to better understand how consumers move through the boating market over time.

The analysis found that just 6% to 13% of repeat buyers stay with the same manufacturer on their next boat, a pattern that was remarkably consistent across the states studied. Buyers show greater loyalty to boat type than brand, but even then, most move into a different category.

The findings point to an increasingly important opportunity for marine manufacturers: staying relevant to owners between purchases, as they research and consider what comes next.

“Repeat ownership represents a meaningful part of the boating market, but the next purchase is far from guaranteed for any one brand,” said Claire Look, Head of Data, at Boats Group. “Owners are reconsidering manufacturers, boat types, and whether to buy new or used. For OEMs, that makes the entire ownership journey important—not just the moment when someone is ready to transact.”

Repeat Owners Are a Significant Part of the Market

Across the four states analyzed, approximately 637,000 owners were associated with two or more boats. Repeat owners represented 25.6% of owners analyzed in Florida, 31.3% in Ohio, 20.6% in Virginia, and 18.0% in Texas.

Yet previous ownership appears to provide manufacturers with relatively little built-in advantage when that owner returns to the market. Across all states studied, only 6% to 13% stayed with the same manufacturer for their next boat.

Personal watercraft is the notable exception. Owners of Yamaha, Sea-Doo, and Kawasaki products showed some of the strongest same-brand repeat behavior, and those brands also appeared frequently among common cross-shopping combinations.

The Next Boat Is Up for Grabs

For manufacturers, low brand loyalty changes the importance of the period between purchases.

Marine marketing has traditionally concentrated significant resources around dealerships, boat shows, and other environments close to the transaction. Those remain important parts of the buying experience, but consumers begin researching and considering their options well before they reach that point—and much of that discovery and research now happens online.

That means manufacturers are competing for the next purchase long before a buyer walks into a dealership or attends a boat show.

Dealers play an essential role in local marketing and converting demand, but the findings underscore the opportunity for manufacturers to take greater ownership of how their brands, models, and boat types are represented throughout the research journey. With nearly nine out of 10 repeat buyers choosing a different manufacturer, relying on previous ownership or dealer-level advertising alone risks missing the period when buyers are forming their next consideration set.

“Boat shows and dealerships are often where the purchase comes together, but the decision-making process starts much earlier,” said Look. “Manufacturers have an opportunity to stay in front of owners while they are exploring what’s next—building awareness and consideration for their brands and products before buyers narrow their choices.”

Boat Type Loyalty Is Stronger Than Brand Loyalty—But Most Buyers Still Switch

The Florida data provides an even deeper look at how preferences vary across boats.

Approximately 23% of repeat buyers stayed within the same boat class, roughly twice the rate of manufacturer loyalty. Still, more than three-quarters moved to a different boat category.

Center consoles stand out in Florida as both the most common first boat and the most common repeat boat, making the category an important entry point and a frequent choice for subsequent ownership.

The level of category switching also broadens the competitive landscape for manufacturers. The next purchase may not simply be a choice between competing brands in the same segment; an owner may be considering an entirely different type of boat as their needs and time on the water have evolved.

The Path From Used to New Isn’t Linear

The research also challenges the conventional idea that boat ownership follows a predictable progression from used to new.

Among repeat buyers who started with a used boat, 70% purchased used again, while only about one in nine moved from used to new on their subsequent purchase.

Perhaps more surprisingly, buyers who began with a new boat were more likely to move in the opposite direction: approximately 45% purchased used the next time.

The findings suggest that subsequent purchases are not necessarily a straightforward “trade-up.” Buyers may be changing boating activities, adding another boat, or looking for a different combination of features, price, and use case.

For manufacturers and dealers, that makes understanding what an owner wants to do next more important than assuming where they will go based on their previous purchase.

Not Every Repeat Purchase Is a Return Trip

The analysis also uncovered an important distinction in repeat purchasing behavior.

Among personal watercraft and jet boats, approximately 60% of paired purchases occurred on the same day, suggesting that many represent simultaneous purchases—such as multiple personal watercraft for a household—rather than an owner returning to the market after several years.

More traditional sequential purchasing is more prevalent among categories, including center consoles, bass boats, and cruisers, where owners typically return to the market after a multi-year period.

In Florida and Virginia, that interval is generally around three to four years. Texas records show a longer interval of approximately seven years, although differences in the way Texas registration records are captured make direct comparisons with other states less precise.

For manufacturers, those multi-year ownership cycles create a significant window in which preferences can change, new products can enter the market, and competing brands can gain consideration.

Staying Relevant Between Purchases

Taken together, the findings point to a boating consumer whose journey is far more fluid than traditional loyalty models might suggest.

Owners move between manufacturers, boat categories, and new and used inventory. In many cases, years pass before the next purchase. And when buyers do return, most are open to a different brand.

For marine manufacturers, that makes the period between transactions an important part of the customer journey. Maintaining a direct connection with owners, building visibility for new models and boat types, and showing up during the online research process can help manufacturers remain in the consideration set well before a buyer reaches the dealership or boat show.

The analysis is part of Boats Group’s ongoing work to provide the recreational marine industry with a clearer understanding of boat shoppers, owners, and marketplace behavior.

About Boats Group

Boats Group operates the world’s leading online marketplaces for buying and selling boats, including Boat Trader, YachtWorld, and boats.com. With a global audience of millions of boat buyers, Boats Group provides data-driven marketing solutions, AI-driven tools, financing services, and industry insights to help OEMs, dealers, and brokers maximize their sales potential.

Press Contact:
Courtney Chalmers
Chief Brand & Communications Officer, Boats Group
Email: press@boats.com
Phone: 1-877-354-4069

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SOURCE Boats Group