The survey was conducted among more than 4,000 Golfshake members, as well as website visitors (up to 25% in 2013), with responses from a wide spectrum of golf demographics, including age, club status, and how regularly they play.
Survey results
- 53% of golfers said they played more golf in 2014 than in previous years.
- Golfers enjoy playing on a wide variety of courses in their area.
Technology as a key factor for the development of Marketing and the use of participation and engagement tools.
One of the most prominent aspects in the survey was the need for a proactive shift in the use of technology:
- 83% of respondents said they owned a smartphone (an increase of 10% since 2013).
- 70% stated they have a tablet (an increase of 33% since 2013).
- 95% of those under 50 own a smartphone.
- 80% of those under 30 use social networks like Facebook and Twitter.
Impact on golf clubs:
- Increased access to technology provides opportunities for golf clubs to reach and connect directly with their customers.
Change in tee time booking:
- 20% increase in online tee time bookings since 2013.
- Reduction in the use of offline bookings and discount cards.
Clubhouse Access.
- Only 32% of non-member golfers visit the Clubhouse after playing.
- 40% of member golfers do so.
- Main reason for not visiting the Clubhouse: lack of time.
Family-oriented golf.
Focus on non-member golfers between 30 and 50 years old:
- This group wants to play more golf but faces barriers such as time, costs, and other commitments.
- 25% of golfers between 30 and 40 years old expect to join a golf club soon.
- 30% of those under 30 also plan to join a club.
Opportunity for clubs:
Since many clubs face the problem of aging membership, this represents an opportunity to:
- Attract new, younger members.
- Adapt membership packages for families with more flexible affiliation rules.
Challenge:
- 17% of members are considering moving from their current club.
- 6% are thinking about canceling their membership.
- Reasons: seeking greater flexibility, control, and better customer service.
Growth potential:
- Key segments: golfers aged 30 to 50, junior golfers, and women.
- Strategy: adapt memberships and products to reactivate the golf industry.
Impact of digital and online technology
- Opportunity to reach a new market of golfers directly.
- Makes it easier to attract players to:
- Specialized stores “Pro Shops”.
- Clubhouse.
Conclusion:
The use of technology and digital marketing is key to the long-term development of the golf industry. The obsession with the high season: the profitability mistake that no one wants to see
