Subscriber Profile / Demographics

Demographics
Golf Activities
Buying Habits

Demographics	Back to the top
Audience Direct Mail Email	950,000 2,721,000
Gender
Male Female	82% 18%
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	Back to the top
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	Back to the top
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	Back to the top
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