Golf Datatech’s Study could impact way companies market to Golfers
Story published at 13:28, Friday, November 6th, 2015
While digital content and social media continue to grow and gain “share of mind” among Serious Golfers, traditional print publications, as well as televised golf, remain significant sources of information. This is one of several key findings from Golf Datatech, LLC (www.golfdatatech.com), the golf industry’s leader in independent insights and strategy, which has released its 2015 Multi-Media Evolution Study. The Company’s third edition of the study investigates consumer behaviors and attitudes that will impact the way golf hard goods and apparel companies market to Serious Golfers.
“This is the third time in four years we’ve examined developing media trends,” said Golf Datatech partner, John Krzynowek. “The importance of this trending is that we can confirm the growing significance of digital media, as well as surging attitudes about social media by golfers, while also determining that traditional print and TV still have substantial impact when it comes to gathering information on golf equipment.”
Results of the just released study track changes in serious golfers’ preferences for gathering golf information, but also indicate that not all demographic segments are taking the same path at the same pace. In fact, while younger golfers are heavily engaged in social and digital media use, the majority of serious golfers (who tend to be older) still are frequent users of traditional mediums like television and print for their golf news and event coverage.
Krzynowek adds, “Every Company in golf, whether they sell clubs, apparel, media, distance devices, or training devices, can benefit from the results of this study.”
Among the key findings, the study concludes that while general readership of printed golf magazines among serious golfers fell slightly, as digital sources gained ground, the magnitude of the shifts might surprise many in the industry.
“Digital media sources are not replacing traditional print/broadcast, but rather these developing mediums are in addition to, resulting in Serious Golfers are taking in more information than ever before,” said Krzynowek.
The 2015 Multi-Media Evolution Study is the third study (2012 and 2013) that Golf Datatech has conducted to track the media behaviours of golfers. Over 2,000 respondents from Golf Datatech’s exclusive Serious Golfer database provided input into their golf media habits including monthly and weekly print publications, digital weeklies, network and cable television, social media and general internet usage and shopping for golf products.
In spite of traditional print media remaining a valuable source of information for serious golfers, the move to digital media is growing, as evidenced by the evolving reliance on digital golf publications, Facebook and Twitter. In fact, daily use of Facebook among serious golfers has reached 50%, while Twitter use is significantly lower.
Moreover, 1 in 5 serious golfers say they regularly watch downloaded/streaming video of golf, in addition to regular broadcast coverage on television. This is up from 1 in 9 in the 2013 study. However, televised golf remains the leading source for reaching the largest number of serious golfers on a regular basis.
Other points of interest from the study related to obtaining golf information and content include:
- Serious golfers indicated they use iPhones over Android Smart phones by a 5 to 4 margin. In 2013 it was virtually 50-50;
- Over 40% of serious golfers now use wearable or digital devices during play;
- Almost 75% of respondents purchased golf products online in the past year.
For more information about the report or to purchase a copy, please contact Tom Stine at Golf Datatech at 888-944-4166 or visit www.golfdatatech.com.