Golf and the Millennial Generation
NGF's Golf and the Millennial Generation, a comprehensive examination of 18- to 34-year-old golfers and non-golfers, details the attitudes, behaviors and perceptions of this age cohort's relationship with golf. The report looks deeply into the assumptions that millennials' progressive lifestyles, preferences and stressed finances are misaligned with golf's traditional sensibilities and pay-for-play nature. Currently, more than six million millennials play approximately 90 million rounds and spend $5 billion on golf annually.
This report is a product of a two-year undertaking where more than 1,500 millennials provided insight on the current and future health of golf's brand. NGF partnered with KS&R, a global market research firm, and FutureCast, a leading national expert on millennial marketing and research, to develop this first-of-its-kind report.
Highlights and subject areas detailed in Golf and the Millennial Generation include:
- Millennial golf participation: Changing demographics, less recreational time and financial challenges contribute greatly to the decline of Gen Y participation, but these factors do not account for the entire drop.
- Golf's brand health: Millennial golfers tend to align with older generations on the positive perceptions of golf, but they are more critical about the game's culture.
- Millennial golfer segments: There are three distinct segments of millennial golfers, each with differences in attitudinal and perceptual traits.
- Latent demand: With more than 12 million millennial non-golfers interested in playing the game, there is a deep well of prospects to activate.
- The way forward: NGF identified ten key considerations for golf brands and companies to keep in mind as golf businesses must chart a way forward with millennials.
Golf and the Millennial Generation was sponsored by GOLF Magazine, the PGA of America, and TaylorMade-adidas Golf CompanyDigital Book Download
PDF: 3287 K / 76 pages
Income and Changing Demographics Key to Understanding
Millennial Golf Participation
Initial findings from Project M, NGF's comprehensive ongoing research project that examines the relationship between millennials and golf, reveal two of the primary reasons for the difference in golf participation among 18-34 year olds of today and the early 1990s – lower income and a continuing demographic shift in America.
Why All Millennials Aren't Created Equal
Millennial golfers are not created equal when it comes to their connection to the sport. Significant differences exist within this generation, such as when they began playing golf, how they view the game, their loyalty to it and what interests them most about playing. Using a robust data set and a team of market scientists, NGF divided the six million millennial golfers into three distinct groups based on key attitudinal and perceptual traits. Understanding each of these millennial groups is crucial to better adapting to and serving their needs and expectations.
Six Changes to Golf's Brand that Will Engage Millennials
Golf and the Millennial Generation identified action areas at both the brand and individual company level where course operators can create positive change to the sport's perception among young adults. Here are six considerations that the industry can focus on to effect brand modernization. Many of these apply directly to golf course operations, but we know that increased participation at the facility level is the tail that wags the dog, and can have profound effects across the industry.
Turning Millennial Research into Action; On the Course and at the Register
This article delivers real world examples of "on the ground engagement" that are working to increase millennial interest and participation.click to read
by Jeff Fromm. Published on Forbes.com.
Last Updated: 7/10/2015 12:17:27 PM / Generated at: 12/11/2017 4:05:11 PM