golf-consumer-profiles by Matt Campbell

GOLF

CONSUMER

BUYING PROFILES

TABLE OF CONTENTS INTRODUCTION & METHODOLOGY

| 4

DRIVER BUYERS | 5 Bought a new driver within last 12 months for a minimum of $100 PREMIUM GOLF BALL BUYERS | 6 Bought at least two dozen new golf balls in the past 12 months for a minimum of $24 per dozen NON-PREMIUM GOLF BALL BUYERS | 7 Bought at least two dozen new golf balls in the past 12 months for under $24 per dozen

PREMIUM GOLF SHIRT BUYERS | 15 Bought one or more shirts in the past 12 months for at least $40 at on-course or off-course shops GOLF HAT/CAP BUYERS | 16 Bought a golf hat/cap in the past 12 months at any type of store GOLF SHORTS BUYERS | 17 Bought shorts specifically for playing golf in the past 12 months at any type of store

PREMIUM GOLF BAG BUYERS | 8 Bought a golf bag in the past 12 months for at least $100

GOLF SLACKS BUYERS | 18 Bought slacks specifically for playing golf in the past 12 months at any type of store

GOLF GLOVE BUYERS | 9 Bought one or more golf gloves in the past 12 months for at least $10

GOLF SOCKS BUYERS | 19 Bought socks specifically for playing golf in the past 12 months at any type of store

GOLF SHOE BUYERS | 10 Bought golf shoes for at least $60 in the past 12 months TRAINING AID BUYERS | 11 Bought a training aid in the past 12 months GOLF-RELATED MAGAZINE SUBSCRIBERS | 12 Subscriber to a golf-related magazine FREQUENT GOLF TV VIEWERS | 13 Watch golf on TV at least weekly FREQUENT GOLF WEBSITE VISITORS | 14 Visit golf-related websites at least weekly

GOLF RAINWEAR | 20 Bought at least one rainwear item in the past 12 months at any type of store GOLF WINDWEAR | 21 Bought at least one windwear item in the past 12 months at any type of store SPOT YOUR SWEET SPOT | 22 Table 1 – Incidence Index Table 2 – Dollar Volume Index

INTRODUCTION & METHODOLOGY CUSTOMER PROFILES Many golf industry professionals have a need for customer profiles – manufacturers, marketers, retailers (from big box to pro shop), membership directors, course managers, salespeople, travel and tour operators, media pros, etc. This report contains customer profiles for many different types of golf consumers, from equipment buyers to frequent golf website visitors. Here we’ll explain how to interpret the customer profile data. The chart below is from the driver buyer profile:

Age 18-29 30-39 40-49 50-59 60+ Total Average

Percent of Golfers

Percent of Unit Volume

Percent of dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

16% 17% 20% 21% 27%

21% 12% 23% 16% 28%

19% 14% 22% 18% 27%

22% 14% 17% 14% 18%

130 82 98 84 108

120 83 113 85 101

100% N/A

N/A 17%

N/A 100

1. The first column is the same in all profiles – percent of adult Core golfers (those playing eight or more rounds a year) in the U.S. For example, 27% of Core golfers are ages 60+. 2. The second column shows how much driver volume (in units) each age group is responsible for. So, while golfers 60+ represent 27% of golfers, they purchase 28% of all drivers sold. 3. Likewise, column three (percent of dollar volume) shows that golfers 60+ spend 27% of all dollars spent on drivers. 4. Column 4, purchase incidence, shows the percentage of each age group that bought a driver in the past year. So, 18% of golfers ages 60+ bought a driver in the past year. 5. The purchase incidence index (column 5) is an index based on purchase incidence (column 4). The value is equal to the incidence by age group divided by overall incidence times 100. It means, for example, that golfers age 60+ (108 index) are 8% more likely to have bought a driver in the past year vs. total Core golfers. 6. The final column is an index based on percent of dollar volume (column 3). It compares percent of dollar volume to percent of golfers. The age 60+ index of 101 means that their dollar volume is about average for the size of their segment. SPOT YOUR SWEET SPOT The “sweet spot” section following the individual profiles shows all the indices for most categories on one page. Not surprisingly, golfers who spend money on products and services are more engaged in media, play more frequently, have higher incomes and are more likely to be private club members. What is striking, however, is how different the various profiles are from one another. Readers of this report who are involved in multiple categories can easily find their “sweet spot” on these tables. METHODOLOGY Data in this report is based on a survey of 2,400 adult Core golfers in November 2008. Core golfers play eight or more rounds per year. 4 | N AT I O N A L G O L F F O U N D AT I O N

DRIVER BUYERS (Bought a new driver in the past 12 months for at least $100)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Total Male Female 18-29 30-39 40-49 50-59 60+ <$50 $50-$99 $100+ 8-24 25-49 50-74 75+ <80 80-89 90-99 100+ Yes No Yes No Subscribe Read but don't subscribe Don't read At least weekly Monthly Less than monthly At least weekly Monthly Less than monthly

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 84% 16% 21% 12% 23% 16% 28% 8% 42% 50% 21% 33% 20% 27% 16% 45% 32% 7% 73% 27% 17% 83% 74% 25% 1% 79% 15% 6% 69% 20% 11%

100% 82% 18% 19% 14% 22% 18% 27% 7% 38% 55% 19% 36% 18% 27% 18% 44% 33% 5% 76% 24% 15% 85% 77% 21% 1% 80% 14% 6% 70% 19% 11%

17% 17% 20% 22% 14% 17% 14% 18% 11% 17% 21% 13% 15% 19% 22% 22% 17% 19% 9% 17% 16% 19% 17% 19% 16% 3% 18% 13% 13% 21% 16% 8%

100 97 115 130 82 98 84 108 64 99 123 78 91 112 131 132 99 112 52 102 95 114 97 111 93 16 109 78 78 125 96 50

100 102 92 120 83 113 85 101 29 101 145 38 161 148 166 263 164 103 16 205 38 111 98 209 58 4 126 76 34 271 104 19

GOLF CONUMER BUYING PROFILES

PREMIUM GOLF BALL BUYERS (Bought at least two dozen new golf balls in the past 12 months for a minimum of $24 per dozen)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

6 | N AT I O N A L G O L F F O U N D AT I O N

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 81% 19% 24% 21% 25% 14% 16% 12% 32% 56% 15% 35% 21% 29% 23% 48% 26% 3% 77% 23% 15% 85% 72% 26% 2% 81% 14% 6% 66% 21% 13%

100% 82% 18% 24% 22% 25% 15% 14% 13% 30% 56% 15% 37% 20% 28% 26% 50% 21% 3% 80% 20% 17% 83% 69% 29% 3% 81% 14% 5% 65% 21% 14%

28% 29% 21% 39% 36% 32% 21% 19% 27% 25% 31% 21% 32% 31% 29% 51% 32% 23% 8% 30% 23% 32% 27% 30% 28% 10% 30% 21% 27% 33% 27% 18%

100 104 75 138 127 116 75 70 98 90 109 73 114 111 103 181 115 82 27 107 82 115 97 106 100 36 108 74 97 117 95 66

100 102 91 153 131 125 73 51 55 81 148 30 167 162 171 382 184 68 8 215 33 118 97 186 78 10 128 73 30 250 117 24

NON-PREMIUM GOLF BALL BUYERS (Bought at least two dozen new golf balls in the past 12 months for less than $24 per dozen)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 82% 18% 17% 12% 17% 22% 32% 17% 44% 39% 28% 31% 15% 27% 3% 31% 44% 22% 70% 30% 18% 82% 68% 24% 8% 61% 28% 11% 48% 25% 27%

100% 83% 17% 20% 11% 18% 21% 30% 18% 45% 37% 30% 29% 15% 26% 3% 35% 42% 20% 73% 27% 16% 84% 69% 23% 8% 59% 31% 10% 50% 24% 26%

23% 22% 30% 19% 18% 20% 27% 27% 24% 26% 22% 27% 23% 16% 23% 8% 17% 32% 36% 21% 28% 25% 23% 22% 25% 25% 21% 29% 23% 19% 27% 29%

100 95 131 82 78 87 118 119 103 112 94 119 100 69 101 34 73 139 155 91 123 109 98 96 109 108 93 125 100 82 117 124

100 102 90 108 70 88 103 121 68 118 103 56 140 120 162 46 114 138 65 190 47 126 96 184 64 32 97 148 59 186 138 48

GOLF CONSUMER BUYER PROFILES

PREMIUM GOLF BAG BUYERS (Bought a golf bag in the past 12 months for at least $100)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Total Male Female 18-29 30-39 40-49 50-59 60+ <$50 $50-$99 $100+ 8-24 25-49 50-74 75+ <80 80-89 90-99 100+ Yes No Yes No Subscribe Read but don’t subscribe Don’t read At least weekly Monthly Less than monthly At least weekly Monthly Less than monthly

8 | N AT I O N A L G O L F F O U N D AT I O N

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 83% 17% 22% 16% 27% 16% 19% 10% 37% 53% 15% 41% 16% 28% 21% 44% 25% 10% 85% 15% 17% 83% 78% 22% — 77% 19% 4% 70% 16% 14%

100% 76% 24% 20% 15% 26% 14% 25% 9% 35% 56% 21% 37% 14% 27% 20% 41% 29% 11% 86% 14% 16% 84% 80% 20% — 77% 19% 4% 72% 14% 14%

15% 14% 20% 21% 14% 19% 11% 12% 10% 14% 19% 11% 17% 13% 18% 26% 14% 14% 11% 18% 8% 16% 15% 18% 11% — 16% 13% 7% 20% 10% 8%

100 94 133 141 94 127 71 83 67 96 126 71 116 87 120 175 94 93 73 119 53 108 99 120 75 — 109 88 50 135 66 57

100 95 121 127 90 134 66 92 37 93 147 43 170 116 165 285 151 90 32 233 22 113 98 217 53 — 122 101 24 277 80 24

GOLF GLOVE BUYERS (Bought one or more golf gloves in the past 12 months for at least $10)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 77% 23% 26% 16% 22% 17% 19% 20% 28% 52% 20% 30% 16% 34% 26% 44% 22% 8% 84% 16% 20% 80% 77% 19% 4% 80% 17% 3% 65% 21% 14%

100% 74% 26% 28% 17% 22% 16% 18% 18% 28% 54% 20% 31% 15% 34% 28% 42% 22% 7% 85% 15% 20% 80% 78% 18% 4% 81% 17% 3% 67% 20% 13%

29% 29% 28% 46% 32% 32% 23% 20% 41% 29% 29% 31% 31% 24% 26% 37% 30% 29% 20% 31% 23% 36% 28% 30% 28% 21% 30% 30% 18% 31% 29% 26%

100 100 97 158 111 111 79 69 140 99 99 108 108 84 91 128 102 100 70 108 80 123 96 105 95 73 103 102 63 105 99 88

100 93 130 176 98 109 75 69 76 74 142 40 142 117 208 414 158 70 20 231 23 141 93 210 50 15 128 88 15 257 111 23

GOLF CONSUMER BUYER PROFILES

GOLF SHOE BUYERS (Bought golf shoes for at least $60 in the past 12 months)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Total Male Female 18-29 30-39 40-49 50-59 60+ <$50 $50-$99 $100+ 8-24 25-49 50-74 75+ <80 80-89 90-99 100+ Yes No Yes No Subscribe Read but donâ&#x20AC;&#x2122;t subscribe Donâ&#x20AC;&#x2122;t read At least weekly Monthly Less than monthly At least weekly Monthly Less than monthly

1 0 | N AT I O N A L G O L F F O U N D AT I O N

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 80% 20% 16% 17% 22% 20% 25% 13% 33% 54% 20% 30% 18% 32% 13% 54% 28% 5% 83% 17% 25% 75% 73% 25% 2% 80% 15% 4% 63% 19% 18%

100% 83% 17% 17% 18% 20% 17% 27% 14% 29% 57% 21% 30% 18% 31% 13% 57% 25% 5% 84% 16% 29% 71% 73% 26% 2% 82% 14% 4% 62% 19% 19%

29% 28% 34% 31% 35% 31% 27% 24% 25% 25% 33% 28% 27% 32% 31% 30% 34% 30% 12% 34% 18% 44% 26% 31% 29% 10% 31% 25% 16% 33% 28% 22%

100 97 119 107 121 107 92 83 87 85 115 96 94 109 107 105 117 102 41 116 62 151 91 106 100 36 108 88 57 113 96 75

100 104 84 105 106 104 84 102 57 76 151 43 137 144 188 192 211 80 14 228 25 206 83 196 70 6 129 74 25 237 106 34

TRAINING AID BUYERS (Purchased at least one training aid in the past 12 months)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Percent of Core Golfers

Percent of Dollar Volume

Purchase Incidence

Purchase Incidencee Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 66% 34% 36% 6% 17% 17% 24% 31% 16% 53% 10% 32% 5% 52% 24% 35% 37% 4% 85% 15% 14% 86% 96% 3% 1% 76% 23% 1% 84% 14% 1%

7% 6% 14% 7% 4% 10% 8% 5% 18% 19% 33% 6% 6% 5% 11% 9% 6% 9% 4% 7% 7% 8% 7% 9% 2% 6% 8% 6% 1% 9% 9% 1%

100 81 206 101 58 146 120 73 263 279 471 85 86 69 162 130 86 130 58 102 94 123 96 129 33 92 114 82 21 126 127 16

100 82 172 228 33 85 83 91 128 43 139 21 147 43 316 346 129 118 12 229 24 98 100 259 7 5 121 123 3 324 80 2

GOLF CONSUMER BUYER PROFILES

GOLF-RELATED MAGAZINE SUBSCRIBERS (Subscribe to a golf-related magazine)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Golf on TV

Golf websites

Total Male Female 18-29 30-39 40-49 50-59 60+ <$50 $50-$99 $100+ 8-24 25-49 50-74 75+ <80 80-89 90-99 100+ Yes No Yes No At least weekly Monthly Less than monthly At least weekly Monthly Less than monthly

1 2 | N AT I O N A L G O L F F O U N D AT I O N

Percent of Core Golfers

Subscription Incidence

Incidence Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 63% 19% 18% 26% 18% 56%

33% 32% 38% 23% 32% 35% 34% 37% 29% 30% 34% 31% 31% 32% 39% 36% 33% 33% 30% 36% 26% 38% 32% 36% 27% 21% 37% 33% 24%

100 97 115 69 97 107 102 112 88 90 103 94 95 97 117 109 101 99 91 109 78 115 97 109 82 62 112 100 74

FREQUENT GOLF TV VIEWERS (Watch golf on TV at least weekly)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf websites

Percent of Core Golfers

Incidence

Incidence Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 26% 18% 56%

71% 71% 75% 70% 59% 66% 82% 75% 78% 71% 68% 63% 71% 72% 81% 79% 76% 70% 53% 74% 64% 74% 71% 78% 62% 42% 81% 69% 51%

100 99 106 98 82 93 115 105 109 99 95 88 100 101 114 111 107 98 75 104 90 104 99 109 87 58 114 97 71

GOLF CONUMER BUYING PROFILES

FREQUENT GOLF WEBSITE VISITORS (Visit golf-related websites at least weekly)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

1 4 | N AT I O N A L G O L F F O U N D AT I O N

Percent of Core Golfers

Incidence

Incidence Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18%

37% 39% 26% 37% 39% 34% 41% 35% 42% 34% 36% 31% 39% 36% 41% 51% 37% 37% 27% 39% 32% 33% 38% 42% 31% 13% 42% 29% 12%

100 105 69 101 105 92 110 94 113 93 98 85 105 97 112 138 99 100 72 105 88 89 102 112 85 35 114 77 31

PREMIUM GOLF SHIRT BUYERS (Bought one or more golf shirts in the past 12 months for at least $40 at on-course or off-course shops)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 76% 24% 15% 18% 19% 17% 32% 18% 21% 61% 20% 33% 21% 27% 13% 37% 35% 15% 90% 10% 38% 62% 71% 28% 1% 67% 23% 10% 60% 26% 14%

100% 79% 21% 19% 17% 19% 16% 29% 20% 16% 54% 19% 33% 23% 25% 12% 37% 39% 13% 91% 9% 41% 59% 69% 31% 1% 66% 25% 8% 61% 27% 12%

18% 18% 20% 17% 25% 15% 14% 19% 14% 15% 25% 15% 20% 20% 17% 21% 17% 20% 15% 21% 10% 30% 16% 19% 18% 3% 19% 13% 19% 21% 18% 12%

100 98 110 95 138 86 77 107 76 86 141 85 111 109 94 116 93 111 85 118 54 165 88 108 97 19 108 70 106 116 98 66

100 99 105 119 100 96 77 109 80 43 141 39 151 183 153 169 137 123 37 245 15 289 69 186 83 3 106 132 47 233 151 22

GOLF CONSUMER BUYER PROFILES

GOLF HAT/CAP BUYERS (Bought a golf hat/cap in the past 12 months, any type of store)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

1 6 | N AT I O N A L G O L F F O U N D AT I O N

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 79% 21% 14% 12% 25% 23% 27% 12% 31% 57% 18% 32% 20% 30% 20% 44% 29% 6% 84% 16% 17% 83% 72% 25% 3% 77% 18% 5% 66% 19% 14%

100% 78% 22% 17% 13% 27% 20% 24% 11% 28% 60% 19% 32% 22% 28% 21% 44% 29% 5% 84% 16% 19% 81% 71% 25% 3% 77% 18% 4% 66% 20% 12%

42% 40% 51% 38% 39% 48% 42% 40% 37% 39% 48% 35% 42% 47% 45% 43% 42% 45% 30% 45% 32% 48% 41% 43% 42% 27% 43% 41% 30% 47% 41% 31%

100 96 122 92 94 114 102 97 89 93 114 83 101 112 108 104 102 108 73 109 77 115 98 103 101 65 104 97 71 112 98 75

100 97 110 105 76 136 96 88 46 75 159 38 145 176 167 311 164 92 15 227 26 133 95 193 69 12 123 97 23 256 110 22

GOLF SHORTS BUYERS (Bought shorts specifically for playing golf in the past 12 months at any type of store)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 76% 24% 12% 15% 22% 22% 29% 11% 34% 55% 15% 32% 17% 36% 18% 52% 23% 6% 84% 16% 19% 81% 73% 23% 4% 75% 17% 7% 62% 20% 18%

100% 73% 27% 12% 16% 25% 20% 27% 11% 31% 58% 14% 34% 20% 33% 16% 54% 23% 7% 85% 15% 21% 79% 75% 21% 4% 76% 16% 7% 62% 21% 17%

30% 29% 37% 29% 30% 33% 29% 30% 26% 27% 34% 22% 29% 30% 43% 35% 35% 27% 18% 34% 20% 43% 28% 32% 28% 23% 32% 27% 25% 33% 32% 23%

100 96 122 96 100 108 95 100 85 91 111 73 94 98 141 117 115 88 61 114 65 141 94 106 91 76 105 89 84 108 106 77

100 90 139 76 95 127 97 100 46 81 153 28 153 158 202 236 199 72 21 230 23 149 92 203 57 15 121 86 41 240 116 30

GOLF CONSUMER BUYER PROFILES

GOLF SLACKS BUYERS (Bought slacks specifically for playing golf in the past 12 months at any type of store)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

1 8 | N AT I O N A L G O L F F O U N D AT I O N

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 68% 32% 14% 12% 20% 18% 35% 10% 30% 60% 16% 29% 18% 37% 17% 42% 28% 13% 90% 10% 22% 78% 79% 14% 7% 83% 7% 10% 73% 11% 16%

100% 68% 32% 12% 15% 21% 21% 31% 14% 26% 61% 15% 28% 21% 36% 15% 46% 25% 13% 92% 8% 25% 75% 81% 15% 4% 82% 7% 11% 70% 13% 17%

13% 12% 21% 15% 12% 12% 11% 14% 12% 10% 14% 12% 10% 13% 20% 20% 11% 13% 11% 16% 6% 17% 12% 15% 8% 11% 15% 6% 16% 17% 8% 9%

100 89 163 114 93 95 86 111 91 77 111 91 74 98 152 158 87 101 88 120 49 130 95 119 60 85 115 45 122 130 64 70

100 84 164 75 87 108 100 117 56 69 159 30 129 171 218 225 172 80 38 247 13 176 88 219 41 15 129 37 63 268 72 31

GOLF SOCKS BUYERS (Bought socks specifically for playing golf in the past 12 months at any type of store)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 78% 22% 18% 13% 21% 16% 32% 18% 21% 38% 15% 32% 19% 33% 16% 47% 29% 7% 84% 16% 18% 82% 73% 25% 3% 72% 19% 8% 61% 24% 14%

100% 75% 25% 17% 15% 24% 19% 25% 18% 21% 41% 17% 35% 19% 30% 15% 46% 30% 9% 83% 17% 18% 82% 73% 24% 3% 76% 19% 5% 66% 22% 12%

22% 20% 33% 26% 20% 23% 18% 22% 25% 17% 25% 15% 20% 24% 30% 29% 23% 19% 16% 25% 13% 30% 20% 23% 21% 10% 23% 16% 21% 24% 23% 16%

100 91 152 120 91 107 84 101 115 77 114 70 92 112 137 134 105 90 72 116 59 139 94 107 98 45 108 75 98 110 106 73

100 93 126 110 87 123 91 93 75 54 107 34 159 152 180 217 172 93 27 225 27 128 96 197 66 10 120 99 30 255 121 21

GOLF CONSUMER BUYER PROFILES

GOLF RAINWEAR BUYERS (Bought at least one rainwear item in the past 12 months at any type of store)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

2 0 | N AT I O N A L G O L F F O U N D AT I O N

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 87% 13% 23% 17% 20% 15% 24% 16% 30% 43% 21% 31% 18% 30% 19% 48% 22% 11% 78% 22% 14% 86% 75% 21% 4% 73% 20% 6% 66% 21% 13%

100% 86% 14% 21% 16% 23% 13% 27% 13% 30% 47% 18% 33% 15% 34% 20% 50% 22% 8% 82% 18% 17% 83% 79% 17% 4% 78% 16% 6% 71% 18% 12%

12% 13% 8% 16% 13% 13% 9% 11% 15% 12% 14% 11% 11% 13% 14% 15% 14% 9% 11% 13% 10% 12% 12% 14% 10% 8% 13% 11% 11% 15% 11% 7%

100 106 64 133 105 107 74 93 123 102 111 91 93 110 113 123 112 77 87 107 82 98 100 111 83 69 105 88 93 123 90 60

100 107 72 130 92 117 65 102 54 78 123 37 150 118 209 297 184 69 24 221 29 121 97 213 47 15 124 83 34 271 99 21

GOLF WINDWEAR BUYERS (Bought at least one windwear item in the past 12 months at any type of store)

Total Gender Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Percent of Core Golfers

Percent of Unit Volume

Percent of Dollar Volume

Purchase Incidence

Purchase Incidence Index

Dollar Volume Index

100% 80% 20% 16% 17% 20% 21% 27% 24% 38% 38% 49% 22% 12% 16% 7% 27% 32% 35% 37% 63% 14% 86% 37% 37% 26% 63% 19% 18% 26% 18% 56%

100% 89% 11% 22% 12% 22% 17% 28% 21% 30% 36% 22% 29% 16% 33% 20% 49% 25% 5% 73% 27% 23% 77% 71% 27% 2% 72% 21% 7% 65% 24% 11%

100% 88% 12% 29% 10% 22% 15% 24% 24% 25% 39% 18% 31% 15% 35% 26% 46% 25% 3% 79% 21% 27% 73% 73% 25% 2% 72% 23% 5% 65% 26% 8%

17% 17% 13% 27% 13% 18% 13% 14% 26% 16% 16% 16% 15% 14% 22% 28% 18% 14% 8% 17% 16% 22% 16% 17% 18% 6% 17% 16% 15% 20% 16% 9%

100 104 77 166 79 109 80 84 157 96 94 96 92 82 132 169 108 83 47 102 95 133 95 104 108 34 103 95 88 123 98 52

100 109 61 181 59 110 74 91 97 65 103 37 142 120 216 381 171 77 10 214 33 190 85 198 67 8 114 120 30 252 147 15

GOLF CONUMER BUYING PROFILES

SPOT YOUR SWEET SPOT Incidence Index NonPremium Premium Driver Ball Ball Bag

Glove

Shoe

Shirt

Training Magazine Aids Subscriber

TV Viewer

Website Visitor

Total

100

Gender

Male

104

100

105

Age

HH income (000)

Female

115

131

133

119

110

206

115

106

18-29

130

138

141

158

107

101

30-39

127

111

121

138

105

40-49

116

127

111

107

146

107

50-59

118

120

102

115

110

60+

108

119

107

112

105

<$50

103

140

263

109

113

$50-$99

112

279

123

109

126

115

141

471

103

119

108

25-49

114

100

116

108

111

100

105

50-74

112

111

109

101

75+

131

103

101

120

107

162

117

114

112

<80

$100+ Annual rounds

Average score

8-24

132

181

175

128

105

116

130

109

111

138

80-89

115

102

117

101

107

90-99

112

139

100

102

111

130

100

155

102

107

119

108

116

118

102

109

104

105

100+ Maintain handicap

Yes No

123

Private member

Yes

114

115

109

108

123

151

165

123

115

104

102

Magazines

Golf on TV

111

106

120

105

106

108

129

—

109

112

Read/don’t subscribe

100

109

100

—

Don’t read

108

—

109

108

109

103

108

114

109

—

114

125

102

—

At least weekly Monthly Less than monthly

Golf websites

100

106

—

125

117

135

105

113

116

126

112

114

—

Monthly

117

127

100

—

Less than monthly

124

—

At least weekly

2 2 | N AT I O N A L G O L F F O U N D AT I O N

SPOT YOUR SWEET SPOT Dollar Volume Index

Driver

Premium Ball

NonPremium Ball

Bag

Glove

Shoe

Shirt

Training Aids

Total

100

Gender

Male

102

104

Age

HH income (000)

Annual rounds

Average score

Maintain handicap Private member Magazines

Golf on TV

Golf websites

Female

121

130

105

172

18-29

120

153

108

127

176

105

119

228

30-39

131

106

100

40-49

113

125

134

109

104

50-59

103

60+

101

121

102

109

<$50

128

$50-$99

101

118

$100+

145

148

103

147

142

151

141

139

8-24

25-49

161

167

140

170

142

137

151

147

50-74

148

162

120

116

117

144

183

75+

166

171

162

165

208

188

153

316

<80

263

382

285

414

192

169

346

80-89

164

184

114

151

158

211

137

129

90-99

103

138

123

118

100+

Yes

205

215

190

233

231

228

245

229

Yes

111

118

126

113

141

206

289

100

209

186

184

217

210

196

186

259

Read but don’t subscribe

Don’t read

—

At least weekly

126

128

122

128

129

106

121

Monthly

148

101

132

123

Less than monthly

At least weekly

271

250

186

277

257

237

233

324

Monthly

104

117

138

111

106

151

Less than monthly

GOLF CONSUMER BUYER PROFILES

M EM BER RESOURCES • RE S E ARCH • CONS ULT I NG • DATABAS E S E RVI CE S

1150 SOUTH U.S. HIGHWAY ONE, SUITE 401 • JUPITER, FLORIDA 33477 TOLL FREE: (888) ASK-4NGF • MAIN: (561) 744-6006 • FAX: (561) 744-6107

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