The study found that one of out of every four golfers is a millennial, and that there are 12 million non-golfers among the generation that are “very or somewhat interested” in playing golf now. The entire report will be available to NGF members later this summer.
Two years ago, the National Golf Foundation identified and analyzed a considerable dip in the participation rate among 18- to 34-year-olds over the past 20 years. A drop at any age is a concern, but when it occurs at the stage when most have historically picked up the game—and when participation rates have peaked—it’s particularly worrisome.
This drop sparked an effort to better understand the Millennial generation’s connection to golf and interest in the game. What we discovered was that while this important segment of the population is more closely tethered to the sport than most think, the commitment isn’t what it was compared to previous generations when they were the same age.
With the support of Golf Magazine, The PGA of America and TaylorMade-adidas Golf, NGF began the Golf and the Millennial Generation study, and presented an early preview to an audience of industry leaders at NGF’s 2015 Golf Business Symposium in San Diego.
The study confirmed existing NGF data that one out of every four golfers is a millennial, and that there are 12 million non-golfers among the generation that are “very or somewhat interested” in playing golf now. This contradicts media coverage of golf and millennials that suggests the progressive lifestyles, preferences and stressed finances of the group are misaligned with golf’s old-fashioned sensibilities and pay-for-play nature. The facts are that there are six million millennials playing approximately 90 million rounds and spending $5 billion on golf annually.
Millennial golfers, however, are not created equal when it comes to their connection to the sport. Significant differences exist among 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 (more than 3,000 millennials were extensively surveyed) 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.
The Throwbackers (3.3 million golfers, 51% of 18- to 34-year-old golfers)
Akin to golf purists or traditionalists, Throwbackers comprise 51% of millennial golfers. They play 18 rounds a year on average and behave just as avid golfers did generations before them. The majority were introduced to the game at a young age by their parents, and therefore share perceptions of the game that mirror the Boomer generation.
Throwbackers don’t think the game needs serious change. This group enjoys the challenge and is motivated by competition and staying fit. They work on their game, keep score and are respectful of the rules. While they do have concerns about the game and shouldn’t be taken for granted, all of them told us they’re “very likely” to continue playing in the future.
The Brunch Ballers (1.4 million golfers, 22% of 18- to 34-year-old golfers)
Brunch Ballers represent the more common public perception of Gen Y. They are drawn to the game for vastly different reasons than Throwbackers. They average eight rounds a year, but are motivated more by excitement, adrenaline and the opportunity to socialize. Brunch Ballers are more likely to have taken up the game on their own—or with the help of a friend—as a late-teen or early 20-something.
Golf for them is not a lifestyle but a conduit for their social lives. The golf itself is appealing, but it’s not enough. They’re likely to enhance the experience with music, alcohol, gambling and social media engagement (40% post on sites such as Snapchat, Instagram, etc.). As much as Throwbackers want golf, this group wants golf+. Although competitive, roughly half of Brunch Ballers don’t religiously keep score, and many pay little attention to the rules. Though a strong majority remain committed to the game, more than half think golf is too serious, stuffy and in need of some reform.
The Dabblers (1.7 million golfers, 27% of 18- to 34-year-old golfers)
While we count these participants as “golfers” because they reported playing golf during the past year, most of them don’t really consider themselves as such. This group includes the largest population of female golfers. Dabblers play very infrequently, often in a charity or company outing, and typically at the urging of someone else.
They don’t keep score and are more likely to have been introduced by a spouse or significant other. Only a third say they enjoy golf “very much.” These customers are just “dabbling” at golf, and without some intervention are unlikely to develop into better customers. Ultimately, many will drift away from the game.
NGF’s investment in millennials doesn’t end here. The report goes beyond simply segmenting millennials; it details their attitudes toward the sport and factors that determine their engagement.
Both an executive summary and the entire report will be available to all NGF members later this summer. Look for more information in future editions of the NGF Dashboard.
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