Winter 2014 67
www.westernturfmag.com
By the Numbers
Women may represent golf's
largest untapped demographic,
as illustrated by recently
released data from Golf
Datatech.
The Women in Golf 2014
Study looks at women's playing
habits, opinions and preferences
to provide insight on how this
market can be better served. For
instance, women make up more
than 20 percent of the estimated
25 million golfers in the U.S. and
nearly that much of all national
golf sales.
SportsOneSource Media
women understand that the game
can still be part of a busy lifestyle.
"Rather than be hindered by the
many obstacles facing the game
today, such as time and cost con-
straints, this study also shows that
women greatly value the social,
physical and aesthetic attributes
that have made golf an attrac-
tive sport for many generations,"
Krzynowek said.
Additional key findings of the
study are that female golfers under
the age of 40 are more likely to
use golf as a valuable business
resource. Among the three big-
gest positive attributes for playing
the game, 90 percent cited general
well-being (outdoors, exercise), 80
percent cited the challenge and
competition of golf, and nearly 70
percent cited the social interac-
tions of playing the game with fam-
ily and friends. In contrast, when
asked what they don't like about
the game, a majority of respon-
dents cited that the average golf
course is a very "male dominated"
place.
"Serious female golfers represent
a robust portion of the game
and are vital to golf's future,"
Krzynowek said. "The industry
would do well to focus and expand
this already important category." WT
Women reading golf score card.
