This study profiles player development and identifies and compares the characteristics of those who play more, the same, or less than when they started playing golf. It examines the profiles of those who have left the game and suggests some actions to bring them back. In this profile, golfers 50 years of age and older are analyzed in terms of participation, rounds played, and spending. Consumer behavior and attitudes are also measured, including interest in golf, social issues, environment and community issues, travel, and other leisure activities. This publication profiles women golfers who demonstrate a high level of interest and involvement in the game.
Market research indicates that they are a rich and untapped market resource for golf.
Marketing and positioning strategies designed to increase consumer spending by this group are discussed, as well as segmentation and target markets, the comparison of men and women golfers, playing characteristics, aptitude and attitudes, factors that may increase play, leisure activity profile, and perceptions of golf by high-interest women golfers. This research report shows how much the women's golf market has grown since 1991, which serves as an indicator of the potential of future growth for this market. Demographic profiles and participation rates are provided by age and household income for frequent and occasional female golfers. Data is included for beginners and recent quitters as well. The growth rate is also compared with that for male golfers.