Syndicated Consumer Research

Golf Products Attitude and Usage

The Survey of Golf Product Attitudes and Usage – GPAU, has been conducted in the United States of America two times a year since the Spring of 1999 and will be introduced into the UK in 2008. The report covers brand perceptions for golf balls, golf clubs, golf media, and various topics of interest about serious golfers, e.g. Internet usage, Tour player awareness, conforming equipment, etc. The GPAU also provides a synopsis of current product usage as well as insights into planned purchase intent over the next season. Conducted in the Spring: February-March, and Summer: July-August, the GPAU provides a snapshot of the golf industry before the peak season and again as the season draws to a close for hard goods.

Each report represents interviews with 1,000 serious golfers for balls and an additional 1,000 for clubs, bringing the total to 2,000 respondents per wave. The front third of the report is the same for both balls and clubs and is referred to as the "Marketing and Media" section.
Since the beginning in the Spring of 1999, the demographics and "golfographics" of the respondents have remained relatively stable. On average, 90% are male, with a mean age of about 46 and play 60+ rounds of golf per year. Their handicap on average is about 15, and the bulk play most of their golf on public access facilities, although 20% are private club members.

Some Results from Summer '07
Marketing/Media

77% of respondents read their local newspaper regularly, 11% read USA Today and 8% read the Wall Street Journal.
94% of respondents watch golf on television either frequently or very frequently.
39% of respondents use the Internet "Daily" to access information about golf with an additional 42% accessing it weekly.

Golf Clubs

Consistent over the nine surveys, golf club prices are a concern for the serious golfer.
While new technology has become more important to the serious golfer over the years.
76% percent of respondents who have been custom fit purchased the set based on the custom fitting experience

Golf Balls

Feel and Distance are the two most important playability attributes
The brand name of the golf ball has the greatest influence on the trial of another golf ball, followed by a friend or playing partners recommendation
Concern about golf ball pricing continues to increase over the nine surveys.
Technology and innovation are important to serious golfers in their ball purchases.