What boat buyers are telling us about the buying experience
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Our latest research into the buying habits and sentiments of shoppers on boatsales reveals a market alive with interest, yet facing its share of challenges. Buyers are motivated and well-informed, but their decisions are shaped by a blend of value, trust, and the overall experience. From ownership trends to insurance choices, every step of the journey matters.
Here’s what’s steering the boat market today and what dealers can do to respond.
Boat ownership has dipped slightly, with 45% of buyers currently owning a boat, down from 50% last year. Gen Z is still a small segment, with just 20% owning a boat, but intent is strong across all ages as almost 7 in 10 owners are actively looking to upgrade. Dealers who reach out with trade-in or upgrade opportunities could see strong engagement from this group.
Powerboats are still the favourite, taking 71% of buyer interest, with cruisers leading the way. Younger buyers are leaning more toward PWCs, jet skis, bowriders, or open dinghies, while cruising yachts dominate the sailing side. Aligning your inventory with these preferences assists buyers with the research and ultimately, their purchase decision.
Today’s buyers are exploring multiple options. Over half of those surveyed look at five or more brands before making a decision, and this is especially true for those under 45, who are also more open to new, used, or certified options. Just under two-thirds plan to spend under $60,000, and the condition is top of mind for most (53%). But versatility and suitability for water sports or learning new skills are also key considerations. Presenting your inventory clearly, with transparent listings and visuals, can make a big difference in building buyer confidence.
Fishing remains the most common use, with nearly 60% planning to cast a line. However, younger buyers are more likely to be interested in water sports or skill-based activities than older buyers, so tailoring messaging to different uses can help make your inventory feel more relevant to a broader audience. Of course, even well-informed buyers face some hurdles along the way.
Affordability and inventory suitability remain the main blockers for two-thirds of buyers. Matching inventory to market budgets and clearly communicating availability helps prevent sales from slipping away. Younger buyers, in particular, may be unsure about where to buy and appreciate guidance through the process.
Over half are happy to travel interstate for the right boat, showing strong intent. Dealers who make remote enquiries easy and provide helpful guidance can attract buyers well beyond their local area.
Experience also matters: only 34% of buyers say dealers currently provide a positive buying experience, down from 39% last year. Smooth communication, transparent processes, and strong post-sale support can really set a dealership apart.
Word of mouth still leads as the most trusted source of information (38%), with online reviews close behind (37%). Younger buyers lean heavily on peer recommendations and digital content. Encouraging satisfied customers to share their experiences and investing in clear, credible content, such as buyer guides or video walkthroughs, helps strengthen authority and influence purchase decisions.
Most buyers are flexible about where they purchase. Sixty per cent have no strong preference between dealers and private sellers. Younger buyers are especially undecided, which creates a greater opportunity to guide them compared to older audiences. This openness makes it easier to build trust and influence their decision with the right support.
While email and phone remain top ways to connect, younger buyers may prefer face-to-face interaction. Being responsive across channels and providing personalised guidance can make a real difference in buyer confidence.
While 80% of buyers end up paying with cash, 87% explore finance options before making their final decision. This shows that buyers want to understand all available choices, even if they stick with savings. Dealers who introduce finance early and explain it clearly can support buyers through the process.
Insurance decisions are also carefully weighed. While premiums are important, 79% of buyers look at all inclusions, with agreed value next in line. More than half are open to switching providers, though only a third use comparison sites. Younger buyers may not have considered insurance yet, so proactive guidance can help close the gap.
The opportunity
Boat buyers are engaged, motivated, and ready to invest. Dealers who focus on quality inventory, clear communication, and genuinely positive experiences (both during and after the sale) are well placed to turn interest into lasting relationships.
Understanding the nuances of buyer behaviour, particularly the emerging habits of younger buyers, allows dealerships to respond with confidence and turn insights into action.
Want access to more insights like this? Contact your carsales network representative today.
Source: carsales internal data, Buyer Survey – boatsales, June-July 2025
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