New research conducted by UNCW students as part of a brand survey in the course COM 395 within the communication studies department has revealed an intense contrast in gender demographics between local surf shop customers and the student surf community.
Key Findings:
- Majority of Wilmington surf shops reported a predominantly male customer base
- Only 2 out of surveyed shops (Sweetwater Surf Shop and CB Surf Shop) reported a more balanced gender demographic
- UNCW Surf Club responses showed a 50/50 split between male and female participants
- Indicates a clear gap between in-store customers and the broader surf community
- Suggests female participation in surf culture is growing, especially among younger generations
- Highlights that retail environments may not yet reflect this shift
- Raises questions about representation, accessibility, and brand engagement with women in action sports
According to their survey responses, the majority of Wilmington area surf shops shared that their primary customer base is male. Only two shops indicated a more balanced demographic (Sweetwater Surf Shop and CB Surf Shop). This suggests that in-store behaviors skew more towards male customers.
However, data collected from members of the UNCW Surf Club shows a different picture. The student responses showed a completely even 50/50 split between male and female responses. This finding shows a more balanced gender representation in the younger surf community.
Historically, surfing and many other action sports have been male dominated in both participation and marketing. However, the 50/50 split reported by the UNCW Surf Club members shows that this is changing among younger generations. Even though this change is happening, it seems that retail environments have not reflected the change.
Women are actively participating in the surf culture in the Wilmington community. This data raises important questions about representation and how shops and brands engage with a diversifying audience.
These findings are part of a broader research to analyze brand influence, consumer behavior, and cultural trends within the Wilmington surf scene. The project combines survey data from local surf shops and student participants to provide a more complete view of the market.