Does This Sound Like an Audience You Want to Target?!
Demographics
- 4 out of 5 golfers are male
- Average Household Income: $87,300
- Average Total Net Worth: $768,400
- 81% work FT, are self-employed or retired
- 56% are married (36% married w/kids)
- 28% are single w/o kids
Golf/Recreation Interests
- 65% play golf 20+ per year
- 28% play golf 5-20x per year
- Spend $17 billion annually on golf equipment and participation
- 57% have eaten at a fine dining restaurant within the last year
- 45% have attended spectator sports within the last year
- 48% have biked/hiked within the last year
Buying Behavior
- 26% Plan on purchasing a new vehicle in the next 12 months
- 60% Purchased a new vehicle in the past year
- Average total value of all investments $663,000
- 58% use a professional Financial Advisor for investment/financial planning
- 91% own their principal residence, 18% own a second home/condo
- Average value of principal residence: $380,000
- 60% book travel arrangements on the Internet
- 72% made home repairs in the past year
- Average cost of principal vacation is $2,800
- 72% made home repairs in the past year
- 53% purchased products on the Internet in the last 30 days
- 77% consumed alcohol in the last 30 days
Source: NGF Publications 2003, 2004; Beta Research 2003, 2004; Source: Golfers in Colorado: The Role of Golf in Recreational and Tourism Lifestyles and Expenditures, August 2004
