Syndicated Consumer Research

Women's Golf Market Report

Select Research Results

Golfing Habits - Respondents were asked what they enjoy about playing the
game and 91% said they like being outdoors, while 82% enjoy the time with
friends, 80% are always trying to improve and 79% enjoy the challenge of the
game.
When asked to identify the single factor they enjoy best about playing the game, 32% chose the challenge of the game as their primary motivation, while 18% said being with friends is most important.
One in three respondents thinks it "costs too much," while almost half of all respondents said they would be likely to play more golf if it cost less. 21% of respondents disliked the fact that a round of golf takes too long to play, while 40% are constrained by limited leisure time, and 31% work too much to play as much as they would like.
Spending - On Golf The average female respondent estimates they spent slightly less than $700 in the past year on golf equipment, with 18% saying they spent over $1,000. They also estimate they spent an additional $515 on golf apparel, with 14% spending above $1,000. 74% of respondents believe that the technology in golf club designs can significantly improve their play.
When it comes time to purchase new golf clubs, 63% of females take the golf clubs out to a driving range or onto a golf course to try them out prior to purchase, while 58% gather information from their golf professional, 44% research products and trends online, and 43% read golf publications to get information on equipment trends.
Media Habits - 55% of respondents said they watch golf or golf related programming on television at least once per week, while 14% watch it three to four times per month. Also, of the respondents who watch golf or golf related programming on television, 94% said they frequently watch the PGA Tour and 80% watch the LPGA. 94% of the respondents use the Internet to look at golf related websites while 80% use it 25% of the time or less to look for golf related content.
Among those respondents who use the Internet to gather information about golf and golf related products, 58% use it to get information on golf courses and/or for directions, while 55% get golf equipment pricing, 50% check on equipment specs, 49% get weather information as it relates to golfing, and 42% use the Internet to make tee times. Among those who are members of at least one online community, 45% are members of Facebook, 34% use LinkedIn, 22% are on MySpace and 15% use YouTube.

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