state of golf in the uk · golf club membership in england down 22% in last 10 years females = 15%...
TRANSCRIPT
STATE OF GOLF IN THE UK
IS IT AS BAD AS PEOPLE ARE SAYING? WHAT ARE YOU DOING ABOUT IT?
November 16, 2015
SPORTS MARKETING SURVEYS INC. –What we do…
November 16, 2015© SPORTS MARKETING SURVEYS INC.
PARTICIPATION SPORTS EQUIPMENT VENUE RESEARCH
• Official Suppliers of the European Tour Equipment Census
• Consumer Surveys – Product Testing, Brand Awareness, Brand Image
• Customer Satisfaction
• UK & European Retail Audits for speciality golf channels
• Market Sizes and Trends – Rounds Played
• Sports Participation numbers
GOLF
WHO WE WORK WITH…
WHO WE WORK WITH…FEDERATIONS & EVENTS
November 16, 2015© SPORTS MARKETING SURVEYS INC.
STATE OF GOLF IN THE UK
ROUNDS PLAYED YEAR TO DATE - NATIONAL
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Jan Feb March April May June July August Sept Oct Nov Dec
Average number of Rounds Played per coursein each month
2012 2014 2015
YTD +1%
November 16, 2015© SPORTS MARKETING SURVEYS INC.
Golfers 19% decline since peak of 2006
NUMBERS STABILISING at 3.3M (2014)
2014 Over 1.5M Core Golfers – and avid numbers increased by 50,000
Golf Club members play 5.4 times as many rounds as non-members
NOT COST – it is TIME and OTHER COMMITMENTS that stop people playing
FUN – FAMILY – FAST – FLEXIBLE
Golf Club membership in England down 22% in last 10 years
Females = 15% of England golf club members – but only 12% of golfers
Adults who have played on a full length golf course (9 or 18 hole) at least once in the last 12 months.
Two year rolling average
=6.4% of the GB adult population
3,766,0003,966,000 4,083,000
3,886,0003,711,000
3,929,000 3,936,000
3,512,0003,364,000 3,301,000
2004 2005 2006 2007 2008 2009 2011 2012 2013 2014
2014 PARTICIPATION: GB FULL LENGTH COURSE USERS
November 16, 2015© SPORTS MARKETING SURVEYS INC.
THE IMPORTANCE OF THE CORE GOLFER
904000
761000
889000
966000
1004000
1055000
1103000
1078000
913000
944000
1176000
1176000
1095000
1035000
753000
882000
804000
809000
792000
650000
635000
566000
486000
569000
453000
338000
426000
479000
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2011
2012
2013
2014
Regular (12-51 times) Avid (52 times +)
2014 = 1,514,000 = 46% of full course users
Two year rolling average
2013 = 1,521,000 = 45% of full course users
GB : ‘CORE’ GOLFERSAdults who have played on a full length golf course (9 or 18 hole) at least once in the last 12 months.
Two year rolling average
November 16, 2015© SPORTS MARKETING SURVEYS INC.
80%+
46%
GOLF CLUB MEMBERSHIP IN ENGLAND
November 16, 2015
November 16, 2015© SPORTS MARKETING SURVEYS INC.
GOLF MEMBERSHIP – IN ENGLAND (REGISTERED GOLFERS)
868,966 869,943 877,682 877,355 878,821 871,578 874,397 872,665840,887 833,110
805,206776,676 761,335 750,004
712,390678,372
22%
GOLF CLUB MEMBERSHIPGolfers only
285,019 1,488,264
440,072
595,351
453,068
38,990
50.3
9.3
0
10
20
30
40
50
60
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Members Non-members
Average number o
f rounds in
the past 12
months
Number of golfers
Infrequent Regular Avid Average number of rounds in the past 12 months
November 16, 2015© SPORTS MARKETING SURVEYS INC.
WHAT ARE THE ISSUES?
November 16, 2015© SPORTS MARKETING SURVEYS INC.
9.3mADULTS
3.5mADULTS
2.8mADULTS
2.0mADULTS
2.0mADULTS
1.9mADULTS 1.7m
ADULTS
1.5mADULTS
1.0mADULTS
0.3mADULTS
0.2mADULTS
FULL LENGTHFULL LENGTHFULL LENGTHFULL LENGTHCOURSECOURSECOURSECOURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
DRIVINGDRIVINGDRIVINGDRIVINGRANGERANGERANGERANGE+0.3m 6+0.3m 6+0.3m 6+0.3m 6----17y.o.17y.o.17y.o.17y.o.
9 HOLE9 HOLE9 HOLE9 HOLECOURSECOURSECOURSECOURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
ADVENTUREADVENTUREADVENTUREADVENTUREGOLFGOLFGOLFGOLF
+0.7m 6+0.7m 6+0.7m 6+0.7m 6----17y.o.17y.o.17y.o.17y.o.
PITCH &PITCH &PITCH &PITCH &PUTTPUTTPUTTPUTT
+0.4m 6+0.4m 6+0.4m 6+0.4m 6----17y.o.17y.o.17y.o.17y.o.
COMPUTER COMPUTER COMPUTER COMPUTER GAMING GAMING GAMING GAMING GOLFGOLFGOLFGOLF
+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
SCHOOLSCHOOLSCHOOLSCHOOL+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
GOLF SIMULATORGOLF SIMULATORGOLF SIMULATORGOLF SIMULATOR+0.1m 6+0.1m 6+0.1m 6+0.1m 6----17y.o.17y.o.17y.o.17y.o.
PAR 3 / SHORT COURSEPAR 3 / SHORT COURSEPAR 3 / SHORT COURSEPAR 3 / SHORT COURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
PUTTING PUTTING PUTTING PUTTING GREENGREENGREENGREEN
+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
0.1mADULTS
ANY OTHERANY OTHERANY OTHERANY OTHER+40k 6+40k 6+40k 6+40k 6----17y.o.17y.o.17y.o.17y.o.
HAVE SOME HAVE SOME HAVE SOME HAVE SOME INVOLVEMENT IN INVOLVEMENT IN INVOLVEMENT IN INVOLVEMENT IN AT LEAST ONE AT LEAST ONE AT LEAST ONE AT LEAST ONE OF THESE OF THESE OF THESE OF THESE FORMS OF GOLFFORMS OF GOLFFORMS OF GOLFFORMS OF GOLF
+1.7m 6+1.7m 6+1.7m 6+1.7m 6----17 year olds17 year olds17 year olds17 year olds
• Extrapolations based on population with household internet access:
• 43.1m 18-80 year olds• 7.8m 6-17 year olds
To offset sample bias, involvement is counted if participation frequency ismore than twice in the last year
This graphic shows the absolute number of people who have taken part in each of the categories of golf in the past year, including the broader definition of golf activity
GOLF ACTIVITY | How many people?
SPORTS PERCEPTIONS
November 16, 2015© SPORTS MARKETING SURVEYS INC.
Base: 10050
28%
58%
58%
72%
55%
79%
11%
32%
7%
25%
22%
23%
35%
18%
26%
Golf Running Cycling Football Tennis
is a good sport for younger people
is a good sport for older people
is a sport for people like me
50%
23%
37%
31%
47%51%
45%
48%
19%
57%
41%
27%
34%
21% 26%
Golf Running Cycling Football Tennis
is a good sport for people of different ages to play together
is a good sport for men and women to do together
is a good sport for people of varying ability to do together
SPORTS PERCEPTIONS
November 16, 2015© SPORTS MARKETING SURVEYS INC.
Base: 10050
50%
21%
27%
52%
41%
29%
76%
75%
63%
61%
29%
36%
40%
46%
35%
Golf
Running
Cycling
Football
Tennis
has broad appeal offers good exercise is a sociable sport
GOLF PERCEPTIONS
November 16, 2015© SPORTS MARKETING SURVEYS INC.
Base: 10050
44%
80%
51%
63%
61%
54%
21%
79%
13%
47%
48%
38%
is a good sport for younger people
is a good sport for older people
is a sport for people like me
is a good sport for people ofdifferent ages to play together
is a good sport for men and womento do together
is a good sport for people ofvarying ability to do together
25%
51%
24%
62%
39%
44%
58%
32%
44%
47%
26%
25%
is boring
is challenging
is stuffy
is a sociable sport
offers good exercise
has broad appeal
Golfers (2160)
Lapsed / Non golfers (6134)
November 16, 2015© SPORTS MARKETING SURVEYS INC.
THE NUMBERS –NOT ALL BAD
Have you considered ‘simulator experience evenings’?
What about “Putting & Pimms”?
What can you do at your venue?
FEMALES & FAMILIES
November 16, 2015
November 16, 2015© SPORTS MARKETING SURVEYS INC.
THE FEMALE GOLF OPPORTUNITY
November 16, 2015© SPORTS MARKETING SURVEYS INC.
3,622,9003,330,200 3,409,300 3,541,400 3,407,400
3,217,400 3,351,300 3,465,6003,117,100
2,921,200 2,919,000
374,200
435,900556,500
541,600465,300
470,100589,900
541,300
378,100376,300 388,000
2003 2004 2005 2006 2007 2008 2009 2011 2012 2013 2014
Male Female
GB – GENDER OF GOLFERS Adults who have played on a full length golf course (9 or 18 hole) at least once in the last 12 months.
11.7%
15.0%14.0%
November 16, 2015© SPORTS MARKETING SURVEYS INC.
INTEGRATION & OPPORTUNITY
37.6%
28.9%
11.7%
15.1%
28.1%
33.3%
EGA - REGISTERED
78% of male golfers who have a wife or partner say their
companion does not play
51% of male golfers who have sons say that this son plays
golf – but only 12% who have a daughter says this daughter plays
49% took up game because
a husband or partner played
27% feel they are treated
poorly by male golfers
SM
S IN
C. W
om
en
& G
olf 2
01
5
November 16, 2015© SPORTS MARKETING SURVEYS INC.
GOLF IN SWEDEN
PACE OF PLAY
November 16, 2015
ISSUES?
November 16, 2015© SPORTS MARKETING SURVEYS INC.
November 16, 2015© SPORTS MARKETING SURVEYS INC.
COMPETING FOR THE LEISURE £’
LEISURE FRAGMENTATION
Golf is competing for our time…
�Changing consumption patterns
• More leisure choice everywhere
• More sports to play
• Increasingly specialist pursuits
• More choice of tourism destinations (low cost airlines)
• Internet (social networking / e-commerce)
• Computer gaming
• Gardening / DIY / cinema / “eating out”
FACT NOT OPINION
November 16, 2015© SPORTS MARKETING SURVEYS INC.
� R&A Global Pace of Play Survey R&A Global Pace of Play Survey R&A Global Pace of Play Survey R&A Global Pace of Play Survey
– TWO main reasons (GLOBALLY) for not playing as much as wanted –WORK & FAMILY COMMITMENTS
– 60% said THAT PLAYING IN LESS TIME would IMPROVE THEIR ENJOYMENT of the game.
� Amongst golfers who said they played less in 2014 than they had in 2013, other than illness and injury, WORK and FAMILY COMMITMENTS were the 2 MAIN factors cited as the cause.
– DOUBLE the amount that said because of the weather
� 60% of lapsed golfers stated that OTHER COMMITMENTS was influential or VERY influential in their reason for stopping golf
November 16, 2015© SPORTS MARKETING SURVEYS INC.
FASTER GOLFHOW?
GOLF IS NOT BROKEN
November 16, 2015
November 16, 2015© SPORTS MARKETING SURVEYS INC.
9.3mADULTS
3.5mADULTS
2.8mADULTS
2.0mADULTS
2.0mADULTS
1.9mADULTS 1.7m
ADULTS
1.5mADULTS
1.0mADULTS
0.3mADULTS
0.2mADULTS
FULL LENGTHFULL LENGTHFULL LENGTHFULL LENGTHCOURSECOURSECOURSECOURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
DRIVINGDRIVINGDRIVINGDRIVINGRANGERANGERANGERANGE+0.3m 6+0.3m 6+0.3m 6+0.3m 6----17y.o.17y.o.17y.o.17y.o.
9 HOLE9 HOLE9 HOLE9 HOLECOURSECOURSECOURSECOURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
ADVENTUREADVENTUREADVENTUREADVENTUREGOLFGOLFGOLFGOLF
+0.7m 6+0.7m 6+0.7m 6+0.7m 6----17y.o.17y.o.17y.o.17y.o.
PITCH &PITCH &PITCH &PITCH &PUTTPUTTPUTTPUTT
+0.4m 6+0.4m 6+0.4m 6+0.4m 6----17y.o.17y.o.17y.o.17y.o.
COMPUTER COMPUTER COMPUTER COMPUTER GAMING GAMING GAMING GAMING GOLFGOLFGOLFGOLF
+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
SCHOOLSCHOOLSCHOOLSCHOOL+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
GOLF SIMULATORGOLF SIMULATORGOLF SIMULATORGOLF SIMULATOR+0.1m 6+0.1m 6+0.1m 6+0.1m 6----17y.o.17y.o.17y.o.17y.o.
PAR 3 / SHORT COURSEPAR 3 / SHORT COURSEPAR 3 / SHORT COURSEPAR 3 / SHORT COURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
PUTTING PUTTING PUTTING PUTTING GREENGREENGREENGREEN
+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.
0.1mADULTS
ANY OTHERANY OTHERANY OTHERANY OTHER+40k 6+40k 6+40k 6+40k 6----17y.o.17y.o.17y.o.17y.o.
HAVE SOME HAVE SOME HAVE SOME HAVE SOME INVOLVEMENT IN INVOLVEMENT IN INVOLVEMENT IN INVOLVEMENT IN AT LEAST ONE AT LEAST ONE AT LEAST ONE AT LEAST ONE OF THESE OF THESE OF THESE OF THESE FORMS OF GOLFFORMS OF GOLFFORMS OF GOLFFORMS OF GOLF
+1.7m 6+1.7m 6+1.7m 6+1.7m 6----17 year olds17 year olds17 year olds17 year olds
• Extrapolations based on population with household internet access:
• 43.1m 18-80 year olds• 7.8m 6-17 year olds
To offset sample bias, involvement is counted if participation frequency ismore than twice in the last year
This graphic shows the absolute number of people who have taken part in each of the categories of golf in the past year, including the broader definition of golf activity
GOLF ACTIVITY | How many people?
SPORTS PERCEPTIONS
November 16, 2015© SPORTS MARKETING SURVEYS INC.
Base: 10050
50%
23%
37%
31%
47%51%
45%
48%
19%
57%
41%
27%
34%
21% 26%
Golf Running Cycling Football Tennis
is a good sport for people of different ages to play together
is a good sport for men and women to do together
is a good sport for people of varying ability to do together
ADDRESSING THE BIG ISSUES…………………..
November 16, 2015© SPORTS MARKETING SURVEYS INC.
THE AGEING POPULATION – GOLF OPPORTUNITY
WE DO APPEAL TO THE YOUNGER GENERATION
November 16, 2015© SPORTS MARKETING SURVEYS INC.
WHO ARE YOUR AMBASSADORS?
November 16, 2015© SPORTS MARKETING SURVEYS INC.
THE FUTURE – A POSITIVE PICTURE……
November 16, 2015© SPORTS MARKETING SURVEYS INC.
FUN
FAMILY
FAST
FLEXIBLE
Contact Details
November 16, 2015© SPORTS MARKETING SURVEYS INC.
UK CONTACT DETAILS
The Courtyard, Wisley,Surrey GU23 6QL, [email protected] Tel: + 44 (0) 1932 345 539
JOHN BUSHELL –MANAGING [email protected]
RICHARD PAYNE – SENIOR MANAGER – SPORTS [email protected]
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