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In 2006, 72.6 million adults were active boaters with over 13 million registered boats in service. This market has disposable income and the will to spend it. This market is also a close-knit community and should be approached as such. Boaters range from enthusiasts who demand the latest technology to the occasional fisherman who is happy to use an old canoe. The niche of boating, itself, is composed of several segments. Sailing is just one subset of boating that attracts a more aristocratic demographic. This group would be receptive to the finer things that may not be appropriate for those who are interested in kayaking. It is important to drill down into the audience of each boating category as their needs vary widely.

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