According to Golf Datatech’s Women In Golf 2014 Study, female golfers make up more than 20 percent of the estimated 25 million golfers in the U.S., and approximately 19 percent of all golf sales nationally.
The Women In Golf 2014 Study explores a range of topics about the $900 million womens golf equipment/apparel market, while discovering valuable insights about the playing habits, opinions and preferences of golfs most underserved market. The study also focuses on women golfers attitudes about the game and the facilities they play, revealing deep insights into their attitudes about equipment and brand choices, as well as their purchasing habits. Further, the study uncovers how women golfers media preferences and use of social media differ greatly from men.
If the industry is going to market effectively to women golfers and grow that piece of the market, then knowing the size and scope of the segment is critical, said John Krzynowek, a partner at Golf Datatech. The womens golf market has long been underserved, in spite of the fact women are passionate about the game and have proven to spend considerably on apparel and shoes, while being underserved in equipment, particularly in golf clubs.
Krzynowek adds, This study is the largest and most comprehensive research weve ever conducted on female golfers and it sets the benchmark regarding attitudes and preferences, rather than leaving them open to speculation.
The 300+ page studys results are based on responses from nearly 2,000 female golfers drawn from Golf Datatechs exclusive Serious Golfer Database. These individuals average 60 rounds per year, while also actively participating in other activities, including walking, exercising, swimming, cycling, etc.
At a time when the golf industry is looking for ways to expand and grow, the results suggest the female golfer continues to offer great unrealized potential, Krzynowek said. Studies have shown that women are better able to balance work, family and social life, so managing to fit in a 9-hole round instead of a full 18 could well meet their needs, and is completely in line with the direction many believe the game should be heading. Golf doesnt have to always mean 18 holes, and women understand that the game can still be part of a busy lifestyle.
He adds, Rather than be hindered by the many obstacles facing the game today, such as time and cost constraints, this study also shows that women greatly value the social, physical and aesthetic attributes that have made golf an attractive sport for many generations.
Additional key findings of the study are that female golfers under the age of 40 are more likely to use golf as a valuable business resource. Among the three biggest positive attributes for playing the game, 90 percent cited general well-being (outdoors, exercise), 80 percent cited the challenge and competition of golf, and nearly 70 percent cited the social interactions of playing the game with family and friends. In contrast, when asked what they dont like about the game, a majority of respondents cited that the average golf course is a very male dominated place.
Serious female golfers represent a robust portion of the game and are vital to golfs future, adds Krzynowek. The industry would do well to focus and expand this already important category.
