All indicators show optimism for growth in new pool construction this year. Home sales are up; foreclosures are down, and in some markets, home supply is at an all-time low, so the demand is there. Homeowners are ready to invest in additions to their homes, including renovation and new pool construction. Pool contractors must be ready to meet the demand. Customers are looking for new and innovative features that use the latest technologies and are energy efficient. They also want added value. Gone are the days of traditional rectangles and classic roman-end pools; prospective pool buyers are visualizing unique designs while remaining eco-friendly by reducing energy use. Therefore, it is the aquatic industry’s responsibility to offer prospective pool owners the best products available in the marketplace, while still being able to remain profitable.

In 2011, eMarketer reported more than seven out of 10 Internet users are online buyers. It also estimates that 148 million consumers, 14 and older, made at least one online purchase in 2011. And, from 2010 to 2015, nearly 30 million consumers will join the ranks of online buyers, representing a 3.9 per cent compound annual growth rate (CAGR).