by Rob Cox, November 2, 2009

Strange title for a blog post ~ but after trolling through site search terms, I was amazed at the number of searches conducted using keywords like "Pool Owner Demo" and "Demographics of Pool Owners". Now, these searches may have been conducted by our affiliates or industry folks, but nonetheless, there seems to be a demand for this type of information.

The information below was gleaned from Quantcast.com, a good resource for measuring demographic data - for websites that have a measurable amount of traffic. This sample is only for POOLCENTER.com visitors, but can be considered representative of all US pool owners.

EDUCATION

INCOME 

 
KIDS

RACE

 AGE

 SEX

 

Audience Also Likes People who visit this site are likely to visit sites in these categories:	Affinity
Home & Gardening	7.2x
Home Decor & Design	5.5x
Home Improvement	4.5x
Consumer Electronics	3.8x
Auto Resources	2.9x
Real Estate	2.8x
Online Trading	2.6x
Pets	2.6x
Consumer Goods	2.6x
Auto News & Info	2.5x
Pharmacy	2.4x
Politics & Commentar	2.4x
Home Furnishing	2.4x
Regional/Local News	2.3x
Car Rental	2.3x

Also Searches For	Affinity
pool filters	168.1x
pool covers	134.5x
home depot	11.2x
sears	2.7x
petsmart	2.4x
ebay	2.3x
mapquest	1.6x
best buy	1.5x
harbor freight	1.3x
att	1.2x
lowes	1.2x
walmart	1.2x
maps	1.1x
google	1.0x

The data above suggests that we have an audience that is DIY (Do It Yourself), loves to fix stuff up around the house, and apparently they also tend to be pet owners and automotive enthusiasts.

We segment our purchasers further into what type of pool they have, In ground, Above ground, Commercial or none. Further segments include their location (Sunbelt / Snowbelt), zip code analysis using Claritas Segmentation, and make and model of pool equipment used.

The interests of swimming pool owners range from Kentucky Derby to Nascar, a real slice of American pie. A fast growing segment of pool owners is the US Hispanic market. As demand for pools as a luxury item is waning in some caucasian markets, it is picking up a lot of steam among US Hispanics.

Pools are apparently still a big part of the "American Dream".