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Oakland, United States: A mobile golf technology start-up has unveiled findings from a KRC Research commissioned study* about the current state of golf participation.
The results revealed tremendous opportunities to attract non-golfers and Millennials/Generation Z to the game through mobile technology and unconventional play.
“We all know that participation in golf has been waning over the last few years,” said Eddy Lui, Founder and Chief Executive Officer of 18Birdies. “What this study proves, however, is that there is a great opportunity for the industry to grow the game through technology and gamification, especially with today’s younger generation, who are going to be essential for growing the sport.”
The research was based on interviews with 1,769 Americans aged 16 and older and was weighted to be demographically representative of the US population based on Census reference data.
As well as illustrating the fact there is significant opportunity to convert latent demand, the study revealed that there is a large proportion of non-golfers who are interested in learning the sport:
Leveraging mobile technology would grow the game with golfers and non-golfers.
A majority of respondents stated they would welcome mobile technology to assist them throughout their round:
Golfers and non-golfers agree that golf is a good way to meet new people and network:
Different formats of tournaments and game play would lead to increased participation.
Additional ways to play the game are very intriguing to golfers and non-golfers:
*Methodology
18Birdies commissioned KRC Research to conduct a 15-minute quantitative survey of 1,769 Americans over the age of 16, from October 14-24, 2016. This base sample, derived from an on-line consumer panel, was drawn and weighted to be demographically representative of the US population (gender, age, education, race/ethnicity, and region), based on Census reference data.
To achieve a sufficiently large number of golfers and Gen Z consumers (age 16-21) to compare to other groups, KRC oversampled to reach a total of approximately 500 respondents in both categories. These oversampled groups are included in the total, and appropriately weighted to reflect their actual demographic proportions.
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