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Core Golfers and Technology Engagementt with E ith th the Di Digital it l World, W ld Including Social Media 2010 Golf Season


Methodology

Online survey of 540 Core golfers

A il 2010 April

Nationally representative

2


Passive or Active?

Core golfer C lf population l i is i older, ld affluent ffl and well-educated

Not certain which factors would be more influential to core golfers’ engagementt with ith technology t h l

3


Answered a Fundamental Question

•

Discovered that the level of engagement was high

4


Golfer Activity

74

3.7

Percent researched golf equipment online in the last 12 months

Million b Milli bought ht a golf item in past 12 months

12

Percent read articles about Tour players on their mobile phone

Core G lf Golfers 6.9

Million visit their primary SN page at least weekly

3.7 Million regularly read blogs re: golf brands, courses or travel

60

Percent maintain a profile on a social network

26 Percent have 100 or more contacts on social networks

5


Key Findings

1 U 1. Use off technology h l is i growing i - mobile bil not yet a major factor 2 Overwhelming preference for e-mail 2. e mail as the means to stay connected with golf-related businesses 3.

More engaged with Web 2.0 than the general population and it’s increasing

4.

Well connected and active users of social networking services

6


Key Finding #1

Core golfers’ use of technology is growing, but mobile is not yet a major factor

7


Golf-Related Online Activities

2009 2010

87% 82% 8 % 76%

74%

68% 64%

66% 61% 57%

50%

23% 18%

Read Articles: Instruction or Players

Watched Video: Researched/Got Purchased Any Researched/Got Posted Reviews: Instruction or Rec on Golf Golf Products Rec on Courses Equipment or Tour Highlights Equipment or Travel Courses

8


Golf-related Activities – Online vs. Mobile Media 81% Online Mobile phone

72%

57% %

55% 49%

16% 12% 5%

Read articles about tour players

Read articles about golf instruction

6%

4%

Watched video of Stayed in touch Watched video of Tour highlights with golfing golf instruction friends 9


Golf-related Activities – Online vs. Mobile OEM/Golf Retail 74% Online Mobile phone

41%

38%

36%

35% 26% 16%

4%

3%

Researched Purchased other golf equipment equipment

4%

2%

3%

5%

Purchased Purchased Purchased Bought golf golf clubs golf apparel golf balls item on Ebay

5%

Posted a review of golf equipment

10


Golf-related Activities – Online vs. Mobile Course Operator/Travel Online Mobile phone

67%

53%

50%

18%

16%

4%

Made plans to play golf

Researched golf travel

5%

Researched or got recomm on golf courses

8% 4%

Posted a review of a golf course

5%

Met new people to play golf with

11


Golf-related Activities – Online vs. Mobile Tee Times 61% Online Mobile phone 50%

31%

12% 5%

Arranged tee times

Booked a tee time on a specific course’s Web site

4%

Booked tee time through 3rdparty site 12


Application Downloads 9%

9%

7%

% who downloaded applications to mobile phone

4%

2%

Golf news

Course yardage

Game management

Book tee times

Equip/aprl brand 13


How do g golfers communicate?

14


How Do Golfers Communicate?

56% 40+ Under 40 44%

32% 27%

19%

7%

7% 4%

Phone

E-mail

Texting

SNS

3%

5%

Other 15


How do g golfers want to communicate with you?

16


Key Finding #2

Core golfers overwhelmingly prefer ee mail as the way to stay connected with golf golf-related related businesses

17


Preference: E-mail vs. SNS

E-mail Social Networking Service

94% 6%

18


Implication of E-mail/SNS Marketing % who think opt-in e-mail vs. connecting via social networking services will make them more loyal and spend more:

E-mail

51%

S i l Networking Social N t ki Service S i

26%

19


E-mail Connection and Loyalty

I'm loyal

Courses

The more the better

47%

Retail

35%

40%

Manufacturers

20%

19%

35%

35%

0%

Neither

31%

40%

25%

34%

60%

80%

100% 20


Ignore g Social Network Marketing g at your Peril!

21


Key Finding #3

Golfers are more engaged with Web 2.0 2 0 than the general population and it’s increasing

22


“Whose Brand is it Anyway?”

The Groundswell – Social trend in which people use technologies to get the things they need from each other instead of from companies New truths of The Groundswell •

Your brand is what your customers think it is

Brands belong to customers, customers not companies

23


Social Technographics Ladder

Creators

• Publish blogs/Web pages, upload video/audio/music, post articles/stories

Critics

• Post ratings/reviews of products or services, comment on blogs, blogs contribute to forums/wikis

Collectors

• Use RSS feeds, add tags to Web pages/photos, “vote” in online polls

Joiners Spectators Inactives

• Maintain profile on SNS SNS, visit SNS • Read blogs, watch video, listen to podcasts, read forums, read ratings/reviews

• None of the above

24


Where Golfers Stand on the Ladder

Creators

18%

10%

17%

Critics

25%

10%

12%

Collectors

12%

33%

41%

Joiners

25%

27%

45%

Spectators

48%

47%

65%

Inactives

44%

36%

15%

General Population

Core Golfers

Young Golfers

Source: Forrester Research, NGF 25


Social Technographics Ladder 2009

2010

Creators

8%

10%

Critics

13%

10%

Collectors

27%

33%

Joiners

21%

27%

Spectators

48%

47%

Inactives

37%

36%

Core Golfers

Core Golfers

Source: Forrester Research, NGF 26


Web 2.0 Online Activities

I do d thi this regularly l l

Read ratings/reviews

I' done I've d this, thi b butt I don't d 't do d it regularly l l

29%

Maintain social network profile

58%

22%

Post ratings/reviews

6%

Use Twitter

5%

0%

40%

34%

8%

Contribute to forums

13%

38%

13%

Add comments to someone’s ’ SN page

I have h never done d thi this

53%

36%

56%

49%

44%

11%

85%

20%

40%

60%

80%

100%

27


Consumers, not Creators

I do this regularly

I've done this, but I don't do it regularly

Visit golf sites to read user-generated g comments

26%

Visit golf sites to write your own comments 5% or blogs

0%

I have never done this

57%

27%

20%

17%

68%

40%

60%

80%

100%

28


Key Finding #4

Golfers are well connected and active users of Social Networking Services

29


Social Media

6.7 million core g golfers visit their primary social network page at least weekly

30


Changes 2009-2010 Change in the percentage of golfers doing these activities at least occasionally

Add comments to someone’s ’ page on a SNS

+42%

Update or maintain your profile on a SNS

+22%

Use Twitter

+100%

31


Breadth of Influence Number of total contacts on social networks Less than 50

Averages: Under 40: 236 40+: 99

50-99

100-299

300-499

500 or more

Under 40 40+

Excludes “not applicable� 32


SNS Frequency How often visit primary social network site 25% 2009 2010 20%

15%

10%

5%

0% Several times a day

About once a day

Every few days

Once a week

Less often

Excludes “not applicable” 33


SNS Frequency How often visit primary social network site (2010) 25% 40+ Under 40 20%

15%

10%

5%

0% Several times a day

About once a day

Every few days

Once a week

Less often

Excludes “not applicable” 34


Core Golfers and Technology Engagementt with E ith th the Di Digital it l World, W ld Including Social Media 2010 Golf Season


core-golfer-technology-report-2010