Who is playing golf?

• A golfer is defined as anyone having played an 18-hole round in the last 12-months
• Golfing population in the U.S. = 29,000,000
• Golfers comprise approximately 9.6% of the general population
• 77.5% are male – 22.5% are female
• The average age is 46
• 68% of golfers are married
• 67% attended and/or graduated college
• 50% are employed in a white collar occupation
• 90%+ Use the internet on a regular basis

Golfer Economic Profile:

• Average household income = $95,000
• 83% own securities
• 86% have life insurance
• 98% own a credit or debit card
• 68% own a home
• 18% own 2 or more homes
• 75% own a computer

Golfer Purchase Plans:
(plan to purchase product within next 12 months)

• 53% Golf equipment
• 47% Automobile purchase/lease
• 40% Financial planning
• 59% Banking
• 46% Computer Hardware
• 46% Continuing education/training
• 84% travel/vacation
• 33% Furniture/home furnishings
• 33% New/additional telephone
• 37% Legal/consulting services
• 45% Health/auto/life insurance
• 48% Office equipment

Internet Activities:

• 90%+ Use the internet regularly
• 67% purchase products or services on-line
• 58% research travel information and services
• 57% book travel services
• 56% conduct banking activities
• 41% research financial services / information
• 36% watch movies / videos
• 20% research real estate information

Travel:

• 80% took a domestic flight or business trip in the past year
• 84% plan to travel on vacation at least once in the next year
• Of those travelers, 80% plan to play golf while on vacation
• 40% plan their vacations around golf courses or resorts
• 63% rented a car w/in the past year
• 44% stayed 7+ nights in a hotel for a golf specific vacation w/in the past year

Vehicle Spending:

• 56% spent $30,000+ on their last vehicle purchase
• 28% spent $40,000+ on their last vehicle purchase
• 32% own / lease 3 or more vehicles
• 47% will purchase a new vehicle
• Golfers are 75% more likely to own a boat or recreational vehicle

Dining Out:

• 73% dine out once a week or more
• 32% spend $3,000 or more annually dining out

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Demographic data is compiled from a variety of national research groups, the National Golf Foundation and U.S. Census Bureau.