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Golfer Portraits 2011

Golfer Portraits 2011. PGA Golfer Portraits. ON THE FENCE Reluctant Golfers. CLUBHOUSE Successful Business Leaders and Golf Enthusiasts. CHARGERS Young and Busy Achievers. HOOKED ON VALUE Value-Conscious Golf Lovers.

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Golfer Portraits 2011

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  1. Golfer Portraits 2011

  2. PGA Golfer Portraits ON THE FENCE Reluctant Golfers CLUBHOUSE Successful Business Leaders and Golf Enthusiasts CHARGERS Young and Busy Achievers HOOKED ON VALUE Value-ConsciousGolf Lovers STRESSED BUT SERIOUSSuccessful Younger Women, Skilled But Not Passionate Golfers LEAST COMMITTEDOccasional and Unenthusiastic Golfers JUNIOR LEAGUERSAffluent, Working Mothers Devoted To Golf TIME TO PLAYMature and FrugalGolf Enthusiasts SEGMENTS

  3. Segmentation for Men and Women can Continue to be Defined by Levels of Commitment to Golf: The four men’s segments reflect a hierarchy of commitment in terms of skill, enthusiasm and resources. As with men, the women’s segments reflect a hierarchy of commitment in terms of skill, enthusiasm and resources. MOST COMMITTED TO GOLF MOST COMMITTED TO GOLF Clubhouse Junior Leaguers Time To Play Hooked On Value Chargers Stressed But Serious Committed Least Committed On the Fence Uncommitted LEAST COMMITTED TO GOLF LEAST COMMITTED TO GOLF

  4. PGA Golfer Portraits SIZE OF SEGMENT PLANNED SPENDING MEN’S SEGMENTS Both Clubhouse and Chargers expect to spend more than twice as much on equipment and apparel compared to Hooked On Value or On The Fence. Chargers plan to spend more on lesson than other segments.

  5. PGA Golfer Portraits WOMEN’S SEGMENTS Junior Leaguers are the biggest spenders on equipment and apparel, while Stressed but Serious spend more on lessons than other segments. SIZE OF SEGMENT PLANNED SPENDING

  6. Younger Golfers (<30 Yrs.) offer an appealing marketing target Younger golfers are less passionate about golf than older players and less likely to have taken lessons, yet among those who have established a handicap, they report lower handicaps compared to older players, suggesting perhaps a greater level of commitment. They are more likely to say they will be taking lessons in the next year. They are Image-conscious and less likely to comparison shop or worry about prices. Both men and women tend to be more fashion and image conscious than their older cohorts. They are more apt to engage in new media, particularly for purchase transactions. They perceive themselves to be more innovation seeking and self-indulgent. They appreciate the opportunities present in social and business golf. They are generally less apt to consider golf to be their favorite sport… Thus, they pose a potentially greater attrition risk.

  7. There Are Opportunities To Enhance Participation New participation enhancing concepts that warrant further development and study, as suggested by consumer acceptance include: Package programs that integrate lessons and discounted play Flexible playing opportunities including 9-hole play at golf facilities Frequent play discount programs Trial programs with discounted rates for beginners Women show greater favorability towards a number of potential participation enhancement programs, with particular interest in family golf, social leagues around the workplace and beginner-specific golf courses.

  8. PGA Golfer Portraits MEN’S SEGMENTS - GOLFING PROFILE * Based on those who have a handicap

  9. PGA Golfer Portraits MEN’S SEGMENTS - HOW INTRODUCED TO GOLF Most men are introduced to golf by a friend or family.

  10. PGA Golfer Portraits MEN’S SEGMENTS • Young and Busy Achievers • Third in the commitment hierarchy • Most likely to travel for golf tournaments, but golf is not his favorite sport • A spender, not a saver • Play on daily fee courses, but also on private courses and a third belong to private clubs • Younger, but with highest average income • Professional occupations • Most likely to be single • Shops for golf merchandise at green grass shops and through catalogs • Most likely to take lessons in the next year Chargers 26%

  11. PGA Golfer Portraits MEN’S SEGMENTS Golfing And Lifestyle Attitudes Chargers 26% • More likely than other segments to say… • I usually play golf with members of my family • I would play more golf if it took less time to play • I’m a spender, not a saver • Golf merchandise at golf course pro shops are competitively priced • I will take at least one lesson from a PGA Professional this year • I prefer taking golf lessons as part of a group • Golf is too time consuming • [Not] I wish I had more time to do the things I really want to do

  12. PGA Golfer Portraits 68% Private lessons 76% Public course 44% 58% 44% Group lessons 48% Private 35% 20% Golf books and magazines Course 38% 28% Driving 22% 20% On course playing lesson 25% Range 25% 18% Golf School Golf video tapes 11% 24% or camp 14% 21% Daily clinics Resort 19% 11% Course 10% 17% A multi-day golf school or camp 14% College or 10% Women university 9% 12% Over the internet Men 13% Golf Retail 7% store 11% 8% Manual training aids 13% Other 1% 5% Lesson at a golf retail store 1% 6% 1% Other 2% GOLF INSTRUCTION WHERE TOOK LESSONS TYPE OF LESSONS TAKEN

  13. PGA Golfer Portraits GOLF INSTRUCTION WHAT WOULD ENCOURAGE YOU TO TAKE MORE LESSONS?

  14. PGA Golfer Portraits CONCEPTS CONCEPT APPEAL (Top 3 Box Ratings) QN1. Below are a number of examples that might impact your desire to play more golf. Assuming that time permitted you to play more, please rate the examples below. Use a scale of “1” to “10”, where “10” means that this would make you extremely likely to play more and a score of “1” means it would not at all make you more likely to play more golf.

  15. PGA Golfer Portraits QN1. Below are a number of examples that might impact your desire to play more golf. Assuming that time permitted you to play more, please rate the examples below. Use a scale of “1” to “10”, where “10” means that this would make you extremely likely to play more and a score of “1” means it would not at all make you more likely to play more golf. CONCEPTS CONCEPT APPEAL (Top 3 Box Ratings) CONCEPT APPEAL (Top 3 Box Ratings)

  16. PGA Golfer Portraits CHARGERS • Very positive to many concepts. Interested in more playing partners and lesson promotions. More interested than others in pay/play-by the hour, free use of clubs, a course geared toward beginners, family programs and childcare at course. • CLUBHOUSE • •Fairly positive toward most offers and programs. • More interested than others in play 5 rounds, get 50% off next, and social leagues with business colleagues. HOOKED ON VALUE • Average or low interest in most offers and programs. Interested in play 5 rounds, get 50% off next round. Not interested in beginner-oriented concepts, family/social golf programs, or in pay/play-by-the-hour. ON THE FENCE •Average to lower interest in most concepts. < 30 YRS. •Similar to Chargers, positive to many concepts. More interested than others in a course geared toward beginners, family programs and childcare at course CONCEPTS

  17. PGA Golfer Portraits STRESSED BUT SERIOUS • Average interest in most concepts, relatively more interested in social and competitive leagues, discounts at golf shop, family-oriented programs JUNIOR LEAGUERS • Most positive to nearly all concepts, especially more regular playing partners and spouse wanting to play more. TIME TO PLAY • Average to low interest in most concepts. Especially low interest in options for beginners or for young children. LEAST COMMITTED • Average interest in most concepts. Very positive toward reduced fees for beginners and pay/play-by-the-hour <30 YRS. • More interested than older players in social leagues, competitive leagues and options for young children. CONCEPTS

  18. PGA Golfer Portraits MEDIA For men, the internet has become the dominant source for most golf content, followed by magazines. Network and cable television continued to be relied on for tournament coverage. BEST SOURCES OF GOLF INFORMATION AND CONTENT - MEN

  19. PGA Golfer Portraits MEDIA CHARGERS • High involvement with full range of golf-specific media, but relatively low engagement with non-golf TV, print or internet sources and content. • HOOKED ON VALUE • • Most heavily engaged with the full range of golf-specific media. • Most likely segment to read business and news magazines and visit news websites. Also, most likely to visit shopping and retail websites. HOOKED ON VALUE • 2nd highest involvement with golf-related television. Average to lower involvement with other media sources, both for golf and in general. ON THE FENCE • Uninvolved with all golf-specific media. Average involvement with other media. < 30 YRS. • Less likely than older golfers to watch golf or other sports on TV or to read golf magazines.

  20. PGA Golfer Portraits STRESSED BUT SERIOUS • Average involvement with golf-related media. Low involvement with internet except for golf content. JUNIOR LEAGUERS • Heavily involved with all golf-specific and general sports media. LEAST COMMITTED • Not involved with golf-related media. TIME TO PLAY • Heavily involved with golf-specific media, but lower involvement with general sports media. < 30 YRS. • Generally similar to older golfers in their involvement with golf media, but more rely on Golf.com, PlayGolfAmerica.com and Links magazine. MEDIA

  21. CLUBHOUSE • Has wide ranging interests. Likes golfing, attending sporting events, hitting golf balls on a practice range, shopping online, fishing, cooking, casino gambling, investing . • CHARGERS • Less likely than other segments to pursue or enjoy most leisure interests. • HOOKED ON VALUE • Likes to golf and watch TV. Average interest in other sports/leisure activities • ON THE FENCE • Enjoys dining out, surfing the internet and listening to music. < 30 YRS. •Particularly enjoys baseball/softball and basketball and video games. PGA Golfer Portraits SPORTS AND LEISURE

  22. PGA Golfer Portraits • JUNIOR LEAGUERS • Wide-ranging interests. Particularly likes dining out, shopping and travel. • STRESSED BUT SERIOUS • Less likely than all other segments to enjoy outside interests. Watching TV, swimming and dining out are her favorite activities. • TIME TO PLAY • Loves to dine out, play with her pets and travel. Has a wide variety of other interests. • LEAST COMMITTED • Average involvement in most leisure activities. Favorites include reading, watching TV, dining out, cooking and walking. • <30 Yrs. • Likes to watch TV, shop and surf the internet. SPORTS AND LEISURE

  23. PGA Golfer Portraits Q & A Q & A

  24. PGA Golfer Portraits Mark Black Director of PGA Golf Management University ProgramArizona State UniversityTempe, Arizona480-727-1912 Mark.Black@asu.edu Paul Metzler Senior Director, Association and Industry ServicesPGA of AmericaPalm Beach Gardens, Florida 33418561-624-8433 pmetzler@pgahq.com Contact Information

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