| Demographics |
|
Audience
Direct
Mail
Email |
850,000
2,520,000 |
| Gender |
Male
Female |
78%
22% |
| Age |
49 (average) |
| Household Income |
$206,000 (average) |
| Net Worth |
$596,000 (average) |
| Education |
82% have attended college
or hold degrees
15% hold a masters degree or higher |
| Occupation |
17% have their own business
78% are currently employed
- 72% of those are in top or middle management
- 21% make decisions regarding where corporate
meetings/retreats are held
|
| Home Ownership |
82% own their principal residence
- average market value: $471,000
18% own a second home or condo
- average market value: $377,000
|
| Golf Activities |
|
| Playing Experience |
Average number of years playing
golf: 22 |
| Rounds Played |
Average rounds played (last
12 months): 45
Average number of different golf courses played (last 12 months):
11
Average number of people in household who play golf: 2 |
|
| Handicap |
Average index: 15
Best handicap ever played to: 9 |
|
| Buying Habits |
|
| Golf Equipment |
Own an average of the following
clubs:
- 2 sets of woods
- 5 single woods
- 2 sets of irons
- 2 drivers
- 3 putters
- 3 wedges
36% own or plan to buy custom-fitted clubs
Average number of golf bags owned: 2
91% buy golf balls by the dozen
6% buy golf balls by the gross
Average amount of golf balls purchased in the last 12 months:
8
Average amount spent on golf equipment
(last 12 months): $750 |
| Golf Apparel |
Average number of golf shirts
purchased (last 12 months): 9
Average number of pairs of golf shoes owned: 3
Average number of pairs of golf shoes purchased (last 12 months):
2
Average number of pairs of golf gloves purchased (last 12
months): 7
Average amount spent on golf apparel (last 12 months): $559 |
| Investments |
65% invest in stocks
70% invest in funds
32% invest in bonds
12% invest in CDs
Average securities tramsactions per year:
11
Average sum of investments owned: $ 225,000 |
| Vehicles Owned |
Average amount spent on most
recent vehicle purchase: $29,000
Type of vehicle most recently purchased:
SUV- 32%
Luxury (i.e. BMW)- 14%
Midsize- 29%
Minivan- 7%
Sports car- 4%
Truck- 6%
Other- 8%
40% are considering the purchase of lease
of a new vehicle in the next year.
|
| Travel Activities |
|
| Golf travel |
On Average take 1 to 3 golf
trips a year
- Travels with family
- Business Travel
- Group travel
|
| Top golf
destinations |
- Florida
- Arizona
- South Carolina
- North Carolina
- California
- Las Vegas
|
| Additional
travel features |
-
- 75% received
their golf vacation information from online sources
- Average cost of principal vacation is $2,500
33% took trips outside continental U.S. in past three years
-
Rented a car an average of 6 times in the past year
-
Took an average of 4 airline trips in the past year
-
75% have booked travel arrangements on the Internet
|
|
