Golf Datatech, LLC released a study finding that the size of the market for Distance Measuring Devices (DMD) is approaching the on-off course putter market in total sales, and may reach as high as $170 million in annual sales across all retail channels in the U.S.
Golf’s fastest growing equipment category, the DMD market is represented by hand-held GPS rangefinders, laser rangefinders and smart phone applications. The Distance Measuring Device Study was conducted in the spring of 2011, with Golf Datatech surveying nearly 1,800 golfers from an exclusive database representing approximately 5 million serious golfers, or the top 20 percent of the golfing population who purchase roughly 80 percent of the golf equipment in the U.S. The study asked these “hardcore” golfers not only about their purchase habits and usage levels when it comes to DMDs, but also expanded on their attitudes and opinions toward the category and favorite brands.
Key findings of the study suggest hand-held GPS rangefinders out-sell lasers by a 2-1 ratio, with the average selling price of a DMD around $249. Among the serious golfer, 43 percent favored hand-held GPS rangefinders over 28 percent for lasers. However, 51 percent of the respondents stated that laser devices are more accurate than hand-held GPS rangefinders. Additionally, while about two-thirds of the serious golfers surveyed in the study utilize smart phones, less than one-half of those have downloaded/purchased a DMD phone application. Among the most interesting findings in the study, 30 percent of all respondents stated that exact yardage from their ball to the target was “extremely important,” while an additional 64 percent said it was “important.” Further, 68 percent of the respondents who utilize DMDs believe the device speeds up the pace of play.
“The Distance Measuring Device category has become an important category for golfers, retailers and manufacturers alike,” said Golf Datatech’s Tom Stine. “Both GPS and laser devices were born out of practical technology that was adapted to golf. When the USGA recognized its value to enhancing golfers ability to judge distance, it took another leap forward. Today, advanced technology has made DMDs more efficient and easier to use, and having the precise distance to a target is obviously important to golfers at all handicap levels. DMDs enhance a golfer’s accuracy and thereby increase the pace of play, which is great for the game of golf.”
Adds Stine, “DMDs represent the fastest growing category in golf and the biggest single category creation since we started tracking hybrid clubs in 2005.”
