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The Golf Consumer - US - November 2012

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Direct marketing creative
                • Advertising creative
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                          • The market
                            • Market trends
                              • Figure 1: Number of rounds played in the U.S., 2000-11
                            • Market size and forecast for golf equipment
                              • Figure 2: Total U.S. retail sales and forecast of golf equipment with best- and worst-case scenarios, at current prices, 2007-17
                            • Segment performance
                              • Figure 3: Golf equipment sales, by segment, 2012 and sales growth, by segment, 2010-12
                            • Market drivers
                              • Figure 4: Consumer confidence index, January 2007-September 2012
                              • Figure 5: Total U.S. population, by age, 2007-17
                            • Innovations and innovators
                              • The consumer
                                • Fewer adults, teens, and kids participating in golf now compared with five years ago
                                  • Figure 6: Incidence of playing golf in the last 12 months and how often golf was played, by adults, teens, and kids, February 2007-June 2012
                                • More golfers say they are playing less often than those who say they are playing more
                                  • Figure 7: How golfing participation has changed compared with last year, July 2012
                                • Golf equipment ownership declined across all segments
                                  • Figure 8: Change in golf equipment ownership, by adult, teen, and kid golfers, 2011-12 vs. 2007-08
                                • Golfers play for fun, the social benefits, exercise, and many other reasons
                                  • Figure 9: Reasons for playing/interest in playing golf, by golfers, July 2012
                                • The expense, time commitment, and lack of skill/confidence are top deterrents to golf
                                  • Figure 10: Reasons for not playing golf, by lapsed golfers, and those who have never golfed, July 2012
                                • The most effective incentives to increase play include cost-reduction tactics
                                  • Figure 11: Effective incentives for playing golf more frequently, July 2012
                                • Golfers positive toward the game—testimonials could attract interested non-golfers
                                  • Figure 12: Attitudes toward golf as a sport and playing golf, by golfers/non-golfers, July 2012
                                • Blacks and Hispanics are the least likely to play golf
                                  • Figure 13: Incidence of playing golf in the last 12 months, by race/Hispanic origin, by adults, teens, and kids, February 2007-June 2012
                                • What we think
                                • Issues in the Market

                                    • Can golf ever really be an affordable leisure option for the less affluent?
                                      • Should traditional 18-hole courses be modified to allow access for time-crunched players?
                                        • Are today’s courses beyond the skill level of the average player?
                                          • What is the industry doing to stem the loss of players and engage new ones?
                                          • Insights and Opportunities

                                            • Golf rounds, equipment revenues increase for first time since 2006
                                              • Innovative formats and programs may attract new players to the game
                                                • Social media can be used to target key consumer base and fill tee times
                                                  • Score cards can be used to market, connect, and inform
                                                    • Look to the East
                                                    • Trend Application

                                                        • Inspire Trend: Snack Society
                                                          • Inspire Trend: Why Buy
                                                            • Inspire 2015 Trends
                                                              • Old Gold
                                                              • Market Trends

                                                                • Key points
                                                                  • Number of golfers has declined by nearly 5 million from 2003-11
                                                                    • Figure 14: Number of golfers in the U.S., 2000-11
                                                                  • Among participants, share of core golfers is shrinking
                                                                    • Figure 15: Golfer population trends, by type, 2005-11
                                                                  • Rounds of golf played annually has been declining since 2007
                                                                    • Figure 16: Number of rounds played in the U.S., 2000-11
                                                                  • Golf course openings and closings reflect demand and economy
                                                                    • Figure 17: Golf course openings, 1985-2011
                                                                    • Figure 18: Golf course closures, 2001-11
                                                                  • Net growth in golf facilites has been negative since 2006
                                                                    • Figure 19: Net growth in golf facility supply, 2001-11
                                                                  • Number of rounds played per course has also declined since 2006
                                                                    • Figure 20: Number of rounds per golf course, 2000-11
                                                                • Market Size and Forecast for Golf Equipment

                                                                  • Key points
                                                                    • Golf equipment sales estimated to rebound in 2012…still 10% below 2007
                                                                      • Industry players feeling positive about golf sales in 2012
                                                                        • Sales and forecast of the golf equipment market
                                                                          • Figure 21: Total U.S. retail sales and forecast of golf equipment, at current prices, 2007-17
                                                                          • Figure 22: Total U.S. retail sales and forecast of golf equipment, at inflation-adjusted prices, 2007-17
                                                                        • Fan chart forecast
                                                                            • Figure 23: Total U.S. retail sales and forecast of golf equipment with best- and worst-case scenarios, at current prices, 2007-17
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Golf is an expensive game and participation reflects the economy
                                                                              • Figure 24: Unemployment and underemployment, January 2007-September 2012
                                                                            • Consumer confidence drives participation
                                                                              • Figure 25: Consumer confidence index, January 2007-September 2012
                                                                            • Population shifts impact participation
                                                                              • Figure 26: Total U.S. population, by age, 2007-17
                                                                            • Increasing multiculturalism could contribute to further declines in the sport
                                                                              • Figure 27: Total U.S. population, by race/Hispanic origin, 2007-17
                                                                            • Leisure time at a premium, likely driving down participation
                                                                              • Figure 28: Hours per day spent on leisure and sports, by weekdays and weekends and holidays, 2003-11
                                                                          • Demographics of Golfers

                                                                            • Key points
                                                                              • Men, middle to upper income, and (surprisingly) 18-34s most likely to have played golf
                                                                                • Figure 29: Played golf in the last 12 months, by gender, age, and household income, January 2011-March 2012
                                                                              • Golfers aged 18-34 are more than twice as likely to be men than they are to be women
                                                                                • Figure 30: Played golf in the last 12 months, by gender, age, and household income, January 2011-March 2012
                                                                              • Though 18-34s appear the most likely golfers, segmentation analysis presents a different story
                                                                                  • Figure 31: Played golf in the last 12 months, by Mosaic segments, January 2011-March 2012
                                                                                • Golfers are six times more likely to belong to a country club
                                                                                  • Figure 32: Country club membership, by whether or not played golf in the past 12 months, and by Mosaic segments, January 2011-March 2012
                                                                                • Nearly one third of boys aged 12-14 have played golf in the past year
                                                                                  • Figure 33: Played golf in the last 12 months, by teens’ gender, age, and by gender and age, April 2011-June 2012
                                                                                • Kids aged 9-11—particularly boys—are the most likely golf players
                                                                                  • Figure 34: Played golf in the last 12 months, by kids’ gender, age, and by gender and age, April 2011-June 2012
                                                                              • Competitive Context

                                                                                • Other sports compete with golf for consumers’ leisure time
                                                                                  • Figure 35: Playing other sports as a reasons for not playing golf, by interested non-golfers, lapsed golfers, and those who have never golfed, July 2012
                                                                                • Golf players participate in a variety of sports
                                                                                  • Figure 36: Sports participation in the last 12 months, by all and by golfers, April 2011-June 2012
                                                                              • Segment Performance

                                                                                • Segment overview
                                                                                  • Key points
                                                                                    • All segments of the golf equipment market increased from 2010-12
                                                                                      • Figure 37: Total U.S. retail sales of golf equipment at current prices, segmented by type, 2010 and 2012
                                                                                    • Segment forecast through 2017 indicates cyclical nature of the market
                                                                                      • Figure 38: Total U.S. retail sales and forecast of golf equipment at current prices, by segment, 2007-17
                                                                                    • Segment performance—Golf clubs
                                                                                      • Golf clubs are the largest segment, 10% growth expected for 2012
                                                                                          • Figure 39: Total U.S. retail sales and forecast of golf clubs at current prices, 2007-17
                                                                                        • Segment performance—Golf balls
                                                                                          • Golf ball sales decline 2007-11, recovery expected for 2012
                                                                                            • Figure 40: Total U.S. retail sales and forecast of golf balls at current prices, 2007-17
                                                                                          • Segment performance—Golf shoes
                                                                                            • Shoe sales in 2012 expected to grow more than any other segment
                                                                                              • Figure 41: Total U.S. retail sales and forecast of golf shoes at current prices, 2007-17
                                                                                            • Segment performance—Golf gloves and bags
                                                                                              • Golf glove sales likely driven by replacing high-quality gloves
                                                                                                • Figure 42: Total U.S. retail sales and forecast of golf gloves at current prices, 2007-17
                                                                                              • Golf bag sales likely tied to consumer confidence and economy
                                                                                                • Figure 43: Total U.S. retail sales and forecast of golf bags at current prices, 2007-17
                                                                                            • Leading Companies

                                                                                                • Adams Golf
                                                                                                  • Callaway Golf (Odyssey)
                                                                                                    • Cleveland Golf
                                                                                                      • Cobra Golf
                                                                                                        • Mizuno
                                                                                                          • Nike Golf
                                                                                                            • PING
                                                                                                              • TaylorMade Golf
                                                                                                                • Titleist
                                                                                                                • Innovations and Innovators

                                                                                                                    • The Game
                                                                                                                      • TEE IT FORWARD helps golfers have more fun on the course
                                                                                                                        • Golf 2.0 plans to grow golf from 26 million to 40 million by 2020
                                                                                                                          • 60 60 Golf makes golf entertaining and interactive
                                                                                                                            • TopGolf combines golf with sports entertainment
                                                                                                                              • SWING (Savvy Women In Need of Golf) focuses on socializing and skills
                                                                                                                                • The Gear
                                                                                                                                  • Clubs
                                                                                                                                    • TaylorMade's RocketBallz 3-wood
                                                                                                                                      • Balls
                                                                                                                                        • Shoes
                                                                                                                                          • Gloves
                                                                                                                                          • Marketing Strategies

                                                                                                                                            • The game
                                                                                                                                              • Increasing participation by appealing to a new crowd of potential golfers
                                                                                                                                                • Strategy: offering to teach skills in a casual, friendly setting
                                                                                                                                                    • Figure 44: Get golf ready YouTube video, July 2009
                                                                                                                                                  • Strategy: targeting kids and their parents
                                                                                                                                                    • Figure 45: The First Tee TV ad, October 2012
                                                                                                                                                  • Strategy: targeting women and girls by promoting social benefits
                                                                                                                                                    • Figure 46: Swing TV ad, June 2012
                                                                                                                                                  • Strategy: gain participants by showcasing the extreme side of golf
                                                                                                                                                    • Figure 47: New Breed TV ad, November 2011
                                                                                                                                                  • Addressing barriers and increasing interest among current golfers
                                                                                                                                                    • Strategy: addressing barriers and offering incentives
                                                                                                                                                      • Strategy: increasing interest, offering incentives, daily deal sites
                                                                                                                                                        • Strategy: promoting golf as a vacation activity
                                                                                                                                                          • Strategy: promote golf as a “real” sport that is challenging to the athlete
                                                                                                                                                            • Maintaining a connection with players
                                                                                                                                                              • Strategy: using social media to reach golfers and potential golfers
                                                                                                                                                                • The gear
                                                                                                                                                                  • Clubs
                                                                                                                                                                    • Figure 48: Callaway RAZR Fir Driver YouTube video, January 2012
                                                                                                                                                                  • Balls
                                                                                                                                                                    • Figure 49: Nike, The Next Revolution TV ad, August 2012
                                                                                                                                                                  • Marketing channel analysis
                                                                                                                                                                    • Traditional channels
                                                                                                                                                                      • PGTour.com
                                                                                                                                                                        • Figure 50: Visited PGATour.com in the last 30/seven days, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                      • Magazines
                                                                                                                                                                        • Figure 51: Magazines read or looked at in the last six months, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                      • Television
                                                                                                                                                                        • Figure 52: Viewed The Golf Channel in the last seven days and types of special golf programs watched the last time it was shown, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                      • Sponsorship partners gain a golfing audience
                                                                                                                                                                      • Golf Trends—Adults, Teens, and Kids

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Adults continue to play, participation declines among teens and kids
                                                                                                                                                                            • Figure 53: Incidence of playing golf in the last 12 months, by adults, teens, kids, February 2007-June 2012
                                                                                                                                                                          • Players’ frequency and enthusiasm has waned—teens in particular
                                                                                                                                                                              • Figure 54: How often golf was played in the last 12 months, by adults, teens, kids, February 2007-June 2012
                                                                                                                                                                            • Upscale Boomer-aged golfing couples remain most enthused
                                                                                                                                                                              • Figure 55: How often adults played golf, by mosaic segments, January 2011-March 2012
                                                                                                                                                                          • Frequency of Playing Golf

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Lack of interest is the main barrier for participation among women
                                                                                                                                                                                • Figure 56: Incidence and frequency of playing golf, by gender, July 2012
                                                                                                                                                                              • Parents are more likely to be golfers than non-parents
                                                                                                                                                                                • Figure 57: Incidence and frequency of playing golf, by presence of children in household, July 2012
                                                                                                                                                                              • Full-time workers are the most likely golfers
                                                                                                                                                                                • Figure 58: Incidence and frequency of playing golf, by employment, July 2012
                                                                                                                                                                              • Household members’ golf participation closely linked
                                                                                                                                                                                • Figure 59: Incidence of other household members playing golf, by golfers/non-golfers, July 2012
                                                                                                                                                                            • Changes in Golf Participation vs. Last Year

                                                                                                                                                                              • Key points
                                                                                                                                                                                • One third of golfers say they are playing less often now
                                                                                                                                                                                  • Figure 60: How golfing participation for self and partner/spouse has changed compared with last year, July 2012
                                                                                                                                                                                • Playing habits of golfers’ partner/spouse reflect their own
                                                                                                                                                                                  • Figure 61: How golfing participation for self and partner/spouse has changed compared with last year, by gender, July 2012
                                                                                                                                                                              • Golf Equipment Ownership and Purchasing

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Golf equipment ownership trends show across-the-board declines
                                                                                                                                                                                      • Figure 62: Golf equipment ownership, by adult, teen, and kid golfers, February 2007-March 2012
                                                                                                                                                                                    • Golfers aged 18-24 are most likely to have purchased golf equipment
                                                                                                                                                                                      • Figure 63: Golf equipment purchased in the last 12 months, by equipment owners’ age, January 2011-March 2012
                                                                                                                                                                                    • Sporting goods stores are the top channel for golf purchases
                                                                                                                                                                                      • Figure 64: Stores where golfing gear was purchased in the last year, July 2012
                                                                                                                                                                                    • As affluence increases, so do purchases across all channels
                                                                                                                                                                                      • Figure 65: Stores where golfing gear was purchased in the last year, by household income, July 2012
                                                                                                                                                                                  • Reasons for Playing/Interest in Playing Golf

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Golfers participate for myriad reasons, chief among them—fun
                                                                                                                                                                                        • Figure 66: Reasons for playing/interest in playing golf, by golfers and interested non-golfers, July 2012
                                                                                                                                                                                      • Women are less likely to play for fun…golf industry needs to evolve
                                                                                                                                                                                          • Figure 67: Reasons for playing golf, by gender, July 2012
                                                                                                                                                                                      • Reasons for Not Playing Golf

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Cost, lack of time and skill are the top deterrents to playing golf
                                                                                                                                                                                            • Expense is top of mind—still considered a rich man’s game
                                                                                                                                                                                              • Leisure time for golf is a luxury few can afford
                                                                                                                                                                                                • A place to build skills and confidence may bring more to the game
                                                                                                                                                                                                  • Figure 68: Reasons for not playing golf, by interested non-golfers, lapsed golfers, and those who have never golfed, July 2012
                                                                                                                                                                                                • Gen Xers most sensitive to cost and time commitment
                                                                                                                                                                                                  • Figure 69: Interested non-golfers’ reasons for not playing golf, by age, July 2012
                                                                                                                                                                                              • Incentives to Play Golf More Frequently

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Cost-reduction incentives are the most effective
                                                                                                                                                                                                    • Figure 70: Incentives for playing golf more frequently, July 2012
                                                                                                                                                                                                  • Golfers want discounts on rounds, non-golfers want an intro lesson
                                                                                                                                                                                                    • Reciprocity may be a nudge in the right direction
                                                                                                                                                                                                      • Figure 71: Effective incentives for playing golf more frequently, by golfers and interested non-golfers, July 2012
                                                                                                                                                                                                    • Incentives look to be more effective with parents than non-parents
                                                                                                                                                                                                      • Figure 72: Effective incentives for playing golf more frequently, by presence of children in household, July 2012
                                                                                                                                                                                                  • Attitudes Toward Golf as a Sport and Playing Golf

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Potential for the golf industry to market the sport with “golfers know…”
                                                                                                                                                                                                        • Figure 73: Attitudes toward golf as a sport and playing golf, by golfers/non-golfers, July 2012
                                                                                                                                                                                                      • Older Millennials are most positive toward golf—regardless of play
                                                                                                                                                                                                        • Figure 74: Attitudes toward golf as a sport and playing golf, by age, July 2012
                                                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Non-Hispanic adults are twice as likely as Hispanics to play golf
                                                                                                                                                                                                          • Figure 75: Played golf in the last 12 months, by race/Hispanic origin, kids and teens April 2011-June 2012, adults January 2011-March 2012
                                                                                                                                                                                                        • Hispanics aged 35+ are the least likely to have played golf
                                                                                                                                                                                                          • Figure 76: Played golf in the last 12 months, by race/Hispanic origin by adults age groups, January 2011-March 2012
                                                                                                                                                                                                        • Blacks who play golf are similar to whites in their enthusiasm
                                                                                                                                                                                                          • Figure 77: How often adults played golf in the last 12 months, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                                                        • Lessons could attract more black, Hispanic golfers
                                                                                                                                                                                                          • Figure 78: Learning as a reason for playing/interest in playing golf, by race/Hispanic origin, July 2012
                                                                                                                                                                                                        • Cost is a greater barrier to participation for whites than for non-whites
                                                                                                                                                                                                          • Figure 79: Interested non-golfers’ reasons for not playing golf, by white and non-white/Hispanic origin, July 2012
                                                                                                                                                                                                        • A free lunch with a round of golf is the most motivating to Hispanics
                                                                                                                                                                                                          • Figure 80: Effective incentives for playing golf more frequently, by race/Hispanic origin, July 2012
                                                                                                                                                                                                        • Asians most likely to view golf as an exclusive sport
                                                                                                                                                                                                          • Figure 81: Attitudes toward golf as a sport and playing golf, by race/Hispanic origin, July 2012
                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                          • Figure 82: Golf consumer clusters, July 2012
                                                                                                                                                                                                        • Hitting the Links
                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • Ready to Tee Up
                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                        • Playing Through
                                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                                                                                                  • Figure 83: Incidence and frequency of playing golf, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                  • Figure 84: Incidence and frequency of partner/spouse playing golf, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                  • Figure 85: Stores where golfing gear was purchased in the last year, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                  • Figure 86: Reasons for playing/interest in playing golf, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                  • Figure 87: Effective incentives for playing golf more often, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                  • Figure 88: Attitudes toward golf as a sport and playing golf, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                • Cluster demographic profile tables
                                                                                                                                                                                                                                  • Figure 89: Gender, age, and gender by age, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                  • Figure 90: Household income and employment, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                  • Figure 91: Race/Hispanic origin, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                  • Figure 92: Marital status and presence of children in household, by golf consumer clusters, July 2012
                                                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                                                • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                  • Marketing strategies—marketing channel analysis
                                                                                                                                                                                                                                    • Figure 93: Magazines read or looked at in the last six months, A-B, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 94: Magazines read or looked at in the last six months, C-E, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 95: Magazines read or looked at in the last six months, F-G, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 96: Magazines read or looked at in the last six months, H-L, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 97: Magazines read or looked at in the last six months, M-N, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 98: Magazines read or looked at in the last six months, O-P, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 99: Magazines read or looked at in the last six months, R-S, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 100: Magazines read or looked at in the last six months, T-U, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 101: Magazines read or looked at in the last six months, V-Y, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 102: Types of sports programs watched in the last 12 months, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 103: Special golf programs watched the last time it was shown, by whether or not played golf and by frequency, January 2011-March 2012
                                                                                                                                                                                                                                  • Golf trends—adults, teens, and kids
                                                                                                                                                                                                                                    • Figure 104: How often adults played golf in the last 12 months, January 2004-March 2012
                                                                                                                                                                                                                                    • Figure 105: How often adults played in golf the last 12 months, by gender, age, and household income, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 106: How often adults played in golf the last 12 months, by country club members, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 107: Employment population-ratio, 16-24 year olds, July 2000-10, not seasonally adjusted
                                                                                                                                                                                                                                    • Figure 108: Golf equipment owned, January 2004-March 2012
                                                                                                                                                                                                                                    • Figure 109: Golf equipment owned, by adults and teens, by golf played in the past 12 months, January 2011-March 2012, April 2011-June 2012
                                                                                                                                                                                                                                  • Frequency of playing golf
                                                                                                                                                                                                                                    • Figure 110: Frequency of playing golf, by household income, July 2012
                                                                                                                                                                                                                                    • Figure 111: Incidence and frequency of spouse/partner playing golf playing golf, by gender, July 2012
                                                                                                                                                                                                                                    • Figure 112: Incidence and frequency of spouse/partner playing golf, by gender and age, July 2012
                                                                                                                                                                                                                                    • Figure 113: Incidence and frequency of partner/spouse playing golf, by golfers/non-golfers, July 2012
                                                                                                                                                                                                                                    • Figure 114: Incidence and frequency of child younger than 12 playing golf, by gender and age, July 2012
                                                                                                                                                                                                                                    • Figure 115: Incidence and frequency of child younger than 12 playing golf, by household income, July 2012
                                                                                                                                                                                                                                    • Figure 116: Incidence and frequency of child younger than 12 playing golf, by golfers/non-golfers, July 2012
                                                                                                                                                                                                                                    • Figure 117: Frequency of playing golf, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                  • Changes in golf participation vs. last year
                                                                                                                                                                                                                                    • Figure 118: How golfing participation for self and partner/spouse has changed compared with last year, by household income, July 2012
                                                                                                                                                                                                                                    • Figure 119: How golfing participation for self and partner/spouse has changed compared with last year, by region, July 2012
                                                                                                                                                                                                                                    • Figure 120: How golfing participation for self and partner/spouse has changed compared with last year, by Millennials and non-Millennials, July 2012
                                                                                                                                                                                                                                  • Golf equipment ownership and purchasing
                                                                                                                                                                                                                                    • Figure 121: Golf equipment purchased in the last 12 months, by whether equipment owners played golf in the last 12 months, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 122: Golf equipment owned by adults, by how often golf was played in the last 12 months, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 123: Golf equipment purchased in the last 12 months, by how often equipment owners play golf, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 124: Stores where golfing gear was purchased in the last year, by gender and age, July 2012
                                                                                                                                                                                                                                    • Figure 125: Stores where golfing gear was purchased in the last year, by region, July 2012
                                                                                                                                                                                                                                    • Figure 126: Stores where golfing gear was purchased in the last year, by area, July 2012
                                                                                                                                                                                                                                  • Reasons for playing/interest in playing golf
                                                                                                                                                                                                                                    • Figure 127: Reasons for playing golf, by household income, July 2012
                                                                                                                                                                                                                                    • Figure 128: Reasons for playing golf, by presence of children in household, July 2012
                                                                                                                                                                                                                                    • Figure 129: Reasons for playing golf, by employed and not employed golfers, July 2012
                                                                                                                                                                                                                                    • Figure 130: Reasons for playing/interest in playing golf, by employment status, July 2012
                                                                                                                                                                                                                                    • Figure 131: Social reasons for playing/interest in playing golf, by gender and age, July 2012
                                                                                                                                                                                                                                    • Figure 132: Social reasons for playing/interest in playing golf, by urban area, July 2012
                                                                                                                                                                                                                                    • Figure 133: Fitness and outdoor reasons for playing/interest in playing golf, by age, July 2012
                                                                                                                                                                                                                                    • Figure 134: Escapist reasons for playing golf, by gender, age, and gender by age, July 2012
                                                                                                                                                                                                                                    • Figure 135: Business reasons for playing golf, by gender, age, and gender by age, July 2012
                                                                                                                                                                                                                                    • Figure 136: Business reasons for playing golf, by presence of children in household, July 2012
                                                                                                                                                                                                                                  • Reasons for not playing golf
                                                                                                                                                                                                                                    • Figure 137: Interested non-golfers’ reasons for not playing golf, by household income, July 2012
                                                                                                                                                                                                                                    • Figure 138: Interested non-golfers’ reasons for not playing golf, by presence of children in the household, July 2012
                                                                                                                                                                                                                                    • Figure 139: Vacation activities, by age, January 2011-March 2012
                                                                                                                                                                                                                                    • Figure 140: Sports participation in the last 12 months, by all and by golfers, April 2011-June 2012
                                                                                                                                                                                                                                  • Incentives to play golf more frequently
                                                                                                                                                                                                                                    • Figure 141: Effective incentives for playing golf more frequently, by gender and age, July 2012
                                                                                                                                                                                                                                    • Figure 142: Effective incentives for playing golf more frequently, by household income, July 2012
                                                                                                                                                                                                                                    • Figure 143: Effective incentives for playing golf more frequently, by urban area, July 2012
                                                                                                                                                                                                                                  • Attitudes toward golf as a sport and playing golf
                                                                                                                                                                                                                                    • Figure 144: Attitudes toward golf as a sport and playing golf, by gender, July 2012
                                                                                                                                                                                                                                    • Figure 145: Attitudes toward golf as a sport and playing golf, by gender and age, July 2012
                                                                                                                                                                                                                                    • Figure 146: Attitudes toward golf as a sport and playing golf, by household income, July 2012
                                                                                                                                                                                                                                    • Figure 147: Attitudes toward golf as a sport and playing golf, by marital/relationship status, July 2012
                                                                                                                                                                                                                                    • Figure 148: Attitudes toward golf as a sport and playing golf, by presence of children in household, July 2012
                                                                                                                                                                                                                                    • Figure 149: Attitudes toward golf as a sport and playing golf, by employment, July 2012
                                                                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                                                                    • Figure 150: Golf consumer clusters, by gender, July 2012
                                                                                                                                                                                                                                    • Figure 151: Golf consumer clusters, by age, July 2012
                                                                                                                                                                                                                                    • Figure 152: Golf consumer clusters, by gender and age, July 2012
                                                                                                                                                                                                                                    • Figure 153: Golf consumer clusters, by household income, July 2012
                                                                                                                                                                                                                                    • Figure 154: Golf consumer clusters, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                    • Figure 155: Golf consumer clusters, by marital/relationship status, July 2012
                                                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                  • Adams Golf
                                                                                                                                                                                                                                  • Callaway Golf Company
                                                                                                                                                                                                                                  • Dunlop Slazenger Group Ltd
                                                                                                                                                                                                                                  • Fila USA, Inc
                                                                                                                                                                                                                                  • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                                                                  • Nike
                                                                                                                                                                                                                                  • Professional Golfers Association
                                                                                                                                                                                                                                  • PUMA AG Rudolf Dassler Sport

                                                                                                                                                                                                                                  The Golf Consumer - US - November 2012

                                                                                                                                                                                                                                  £3,199.84 (Excl.Tax)