Longitudes Group publishes Women’s Avid Golfer Insights 2018

Dominating the household purchasing decisions, the golf industry may be missing the mark with this group of avid females.  Shocking brand shift reveals these woman take matters of performance into their own hands.

PORTLAND, Ore. (February 7, 2018) - Longitudes Group LLC, a leading independent sports research company, announced the release of the Women’s Avid Golfer Insights 2018 Report. The report captures the avid female golfers' economic power and obsession with the sport while sharing perspectives on the game heading into the 2018 season.  83% of the female golfers' in this study are considered avid, defined as playing a minimum of 25 rounds of golf annually.  Longitudes Group’s goal was to survey this avid segment with significant financial clout to gain insights about their life and golfing universe.

45 page report contents:

  • Executive Summary - Methodology - Key Insights - Research Goals
  • Golfographics
  • Self Identity - Commitments - Triggers - Pain Points
  • Role of Technology
  • Golf Travel
  • Activity/Media Patterns
  • Personal Economic Outlook
  • Demographics

Key findings include:

·       Household income doesn’t drive rounds to the extent of life stage and available free time.  Female Boomers energy levels and highly independent spending acumen are increasing, not decreasing.

·       Surprise, the #1 most preferred golf ball brand isn’t the one you thought. Callaway slips past Titleist as the #1 most preferred golf ball for female avid golfers.  In a first for golf balls across any golfer segment in decades, 39% of female avids stated that Callaway was their favorite golf ball, three percentage points over Titleist at 36%.

·       Boomers are more tech savvy than assumed by their children and grandchildren.  They use multiple devices, track their yardages and daily steps on smart watches, and don’t go anywhere without their smartphones.  Perhaps it’s best to market to this group as economically powerful individuals versus worn-out stereotypes. 

·       Over 90% of avid female golfers follow some level of sports regularly.  These zealous enthusiasts follow all the major US golf tours while also keeping up on the NFL, MLB baseball, the Olympics and NHL hockey.

·       25% of avid females who earn under $100k are highly skilled golfers, the highest percentage of all income segments. Golf is #1 in their life and they are addicted to the game.  Tighter budgets fuel their passion and sharpen their careful choices around playing, spending and engaging in the game.

“Female avid golfers influence both the women…and men…in their lives whom they pair-up with for many dozens of rounds annually,” shared Sara Killeen, President of Longitudes Group. “The research delivers some surprises around the triggers for these golf zealots and the brands they open their wallet to. They are making different choices than their male counterparts, empowered by what helps them play better and ultimately, have more fun.”

The Women’s Avid Golfer Insights 2018 Report will provide golf industry stakeholders with the latest insights on things related to the female golfer and her economic and emotional relationship to the game.  It will enable marketers to make informed decisions to grow their women’s business this season. You can purchase the 45-page report at longitudesgroup.com for $850. Buy here

The research is derived from Longitudes Group’s proprietary Golf S&P™: Spenders & Players golfer panel powered by a volunteer database of GolfNow’s more than 3 million registered users.  The Golf S&P™ panel includes 18,000 active spenders and players in the game and the panel is growing every quarter. The results in the report are culled from the survey of 563 female respondents fielded in high season 2017.

About Longitudes Group LLC

Longitudes Group, LLC, headquartered in Portland, Oregon, is a research and marketing company providing unique analysis on the travel and spending behaviors of avid golfers in the US, UK and Canada. Armed with the Golf S&P™:  Spenders and Players panel and a separate database containing information on the behavior of 5.2 million avid golfers mapped by county and zip code, Longitudes Group uses a geo-demographic approach to probe both the location and purchase behavior of the avid golfer population.  On the supply side, Longitudes Group has built the most up-to-date database of golf retailers including 15,000 golf facilities, 685 off-course retail stores and 1,700 chain sporting goods stores.

For more information about Longitudes Group and the Golf S&P™ Panel, please visit www.longitudesgroup.com


Sara Killeen, President                                    Eric Stanton, Vice President of Marketing      
(503) 477-6284                                               (503) 475-7970                      

Sara@longitudesgroup.com                           Eric.Stanton@longitudesgroup.com