Core Golfers and Technology Engagementt with E ith th the Di Digital it l World, W ld Including Social Media 2010 Golf Season
Methodology
•
Online survey of 540 Core golfers
•
A il 2010 April
•
Nationally representative
2
Passive or Active?
•
Core golfer C lf population l i is i older, ld affluent ffl and well-educated
•
Not certain which factors would be more influential to core golfers’ engagementt with ith technology t h l
3
Answered a Fundamental Question
•
Discovered that the level of engagement was high
4
Golfer Activity
74
3.7
Percent researched golf equipment online in the last 12 months
Million b Milli bought ht a golf item in past 12 months
12
Percent read articles about Tour players on their mobile phone
Core G lf Golfers 6.9
Million visit their primary SN page at least weekly
3.7 Million regularly read blogs re: golf brands, courses or travel
60
Percent maintain a profile on a social network
26 Percent have 100 or more contacts on social networks
5
Key Findings
1 U 1. Use off technology h l is i growing i - mobile bil not yet a major factor 2 Overwhelming preference for e-mail 2. e mail as the means to stay connected with golf-related businesses 3.
More engaged with Web 2.0 than the general population and it’s increasing
4.
Well connected and active users of social networking services
6
Key Finding #1
Core golfers’ use of technology is growing, but mobile is not yet a major factor
7
Golf-Related Online Activities
2009 2010
87% 82% 8 % 76%
74%
68% 64%
66% 61% 57%
50%
23% 18%
Read Articles: Instruction or Players
Watched Video: Researched/Got Purchased Any Researched/Got Posted Reviews: Instruction or Rec on Golf Golf Products Rec on Courses Equipment or Tour Highlights Equipment or Travel Courses
8
Golf-related Activities – Online vs. Mobile Media 81% Online Mobile phone
72%
57% %
55% 49%
16% 12% 5%
Read articles about tour players
Read articles about golf instruction
6%
4%
Watched video of Stayed in touch Watched video of Tour highlights with golfing golf instruction friends 9
Golf-related Activities – Online vs. Mobile OEM/Golf Retail 74% Online Mobile phone
41%
38%
36%
35% 26% 16%
4%
3%
Researched Purchased other golf equipment equipment
4%
2%
3%
5%
Purchased Purchased Purchased Bought golf golf clubs golf apparel golf balls item on Ebay
5%
Posted a review of golf equipment
10
Golf-related Activities – Online vs. Mobile Course Operator/Travel Online Mobile phone
67%
53%
50%
18%
16%
4%
Made plans to play golf
Researched golf travel
5%
Researched or got recomm on golf courses
8% 4%
Posted a review of a golf course
5%
Met new people to play golf with
11
Golf-related Activities – Online vs. Mobile Tee Times 61% Online Mobile phone 50%
31%
12% 5%
Arranged tee times
Booked a tee time on a specific course’s Web site
4%
Booked tee time through 3rdparty site 12
Application Downloads 9%
9%
7%
% who downloaded applications to mobile phone
4%
2%
Golf news
Course yardage
Game management
Book tee times
Equip/aprl brand 13
How do g golfers communicate?
14
How Do Golfers Communicate?
56% 40+ Under 40 44%
32% 27%
19%
7%
7% 4%
Phone
Texting
SNS
3%
5%
Other 15
How do g golfers want to communicate with you?
16
Key Finding #2
Core golfers overwhelmingly prefer ee mail as the way to stay connected with golf golf-related related businesses
17
Preference: E-mail vs. SNS
E-mail Social Networking Service
94% 6%
18
Implication of E-mail/SNS Marketing % who think opt-in e-mail vs. connecting via social networking services will make them more loyal and spend more:
51%
S i l Networking Social N t ki Service S i
26%
19
E-mail Connection and Loyalty
I'm loyal
Courses
The more the better
47%
Retail
35%
40%
Manufacturers
20%
19%
35%
35%
0%
Neither
31%
40%
25%
34%
60%
80%
100% 20
Ignore g Social Network Marketing g at your Peril!
21
Key Finding #3
Golfers are more engaged with Web 2.0 2 0 than the general population and it’s increasing
22
“Whose Brand is it Anyway?”
The Groundswell – Social trend in which people use technologies to get the things they need from each other instead of from companies New truths of The Groundswell •
Your brand is what your customers think it is
•
Brands belong to customers, customers not companies
23
Social Technographics Ladder
Creators
• Publish blogs/Web pages, upload video/audio/music, post articles/stories
Critics
• Post ratings/reviews of products or services, comment on blogs, blogs contribute to forums/wikis
Collectors
• Use RSS feeds, add tags to Web pages/photos, “vote” in online polls
Joiners Spectators Inactives
• Maintain profile on SNS SNS, visit SNS • Read blogs, watch video, listen to podcasts, read forums, read ratings/reviews
• None of the above
24
Where Golfers Stand on the Ladder
Creators
18%
10%
17%
Critics
25%
10%
12%
Collectors
12%
33%
41%
Joiners
25%
27%
45%
Spectators
48%
47%
65%
Inactives
44%
36%
15%
General Population
Core Golfers
Young Golfers
Source: Forrester Research, NGF 25
Social Technographics Ladder 2009
2010
Creators
8%
10%
Critics
13%
10%
Collectors
27%
33%
Joiners
21%
27%
Spectators
48%
47%
Inactives
37%
36%
Core Golfers
Core Golfers
Source: Forrester Research, NGF 26
Web 2.0 Online Activities
I do d thi this regularly l l
Read ratings/reviews
I' done I've d this, thi b butt I don't d 't do d it regularly l l
29%
Maintain social network profile
58%
22%
Post ratings/reviews
6%
Use Twitter
5%
0%
40%
34%
8%
Contribute to forums
13%
38%
13%
Add comments to someone’s ’ SN page
I have h never done d thi this
53%
36%
56%
49%
44%
11%
85%
20%
40%
60%
80%
100%
27
Consumers, not Creators
I do this regularly
I've done this, but I don't do it regularly
Visit golf sites to read user-generated g comments
26%
Visit golf sites to write your own comments 5% or blogs
0%
I have never done this
57%
27%
20%
17%
68%
40%
60%
80%
100%
28
Key Finding #4
Golfers are well connected and active users of Social Networking Services
29
Social Media
6.7 million core g golfers visit their primary social network page at least weekly
30
Changes 2009-2010 Change in the percentage of golfers doing these activities at least occasionally
Add comments to someone’s ’ page on a SNS
+42%
Update or maintain your profile on a SNS
+22%
Use Twitter
+100%
31
Breadth of Influence Number of total contacts on social networks Less than 50
Averages: Under 40: 236 40+: 99
50-99
100-299
300-499
500 or more
Under 40 40+
Excludes “not applicable� 32
SNS Frequency How often visit primary social network site 25% 2009 2010 20%
15%
10%
5%
0% Several times a day
About once a day
Every few days
Once a week
Less often
Excludes “not applicable” 33
SNS Frequency How often visit primary social network site (2010) 25% 40+ Under 40 20%
15%
10%
5%
0% Several times a day
About once a day
Every few days
Once a week
Less often
Excludes “not applicable” 34
Core Golfers and Technology Engagementt with E ith th the Di Digital it l World, W ld Including Social Media 2010 Golf Season