www.londonontariogolf.com/inthenews/viewtopic.php?t=374 -
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Published on: 3/4/2009
Last Visited: 3/29/2009
"In today's challenging economic climate, where growth in the game of golf is stagnant, the potential to grow the women's market is a higher priority than ever before, and efforts to cultivate and expand this segment are being considered and executed widely across the industry," said Tom Stine, Partner, Golf Datatech, LLC.
"As a result of the need to grow the game, we undertook this extensive study so that companies both in and out of the industry can truly understand the perceptions, experiences and buying habits of the all-important serious women's golf sector."
Adds Stine, "While women's golf presents a major growth opportunity for the industry, this study makes it clear that significant roadblocks must be overcome to consistently increase women's participation in the game."
In developing the Women's Golf Market Study, over 1,000 female golfers from Golf Datatech's exclusive database of Serious Golfers (a minimum of 12 rounds per year) participated in a survey regarding their golfing habits and perceptions, which was conducted in November of 2008.
While a majority of female respondents to this study live active lifestyles and boast an average household income of six figures, an equal majority cited cost, time and family constraints as reasons preventing them from playing golf more frequently.
Beyond those factors, which inhibit play, almost one in three female respondents considered the average golf course to be "a very male oriented place" which inhibits more frequent play.
"While over 50% of the U.S. population is female, less than 25% of total golfers are women," said Stine.
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"To effectively tap into the women's market, golf courses, golf professionals, equipment manufacturers and all other engrained constituencies must make the game more accessible and welcoming to the female player," adds Stine.