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SMS INC. and ‘Women & Golf’ Magazine to Release Survey Results

5.04pm 27th January 2015 - Growing the Game

SMS INC Women and Golf storyLeading sports research company SPORTS MARKETING SURVEYS INC. announces, in conjunction with Women & Golf magazine, the completion of detailed research into British golfers.

The SMS INC. report, commissioned by Women & Golf magazine and featured in the March/April issue, on sale 6 February, reveals that male golfers could be a key stimulus in increasing female participation.

The survey reveals that the top reason for female golfers initially taking up the game is because of a husband or partner who played. Yet the conclusions show that over three quarters of male golfers who have a wife or partner say that this companion does not play golf, thus presenting a great opportunity to the golf industry to embrace these golfers to grow the game.

“The impending report in Women & Golf, that will also be available to view on the website www.womenandgolf.com, will give the golf industry exceptional insight into a much coveted group of consumers, offering detailed data on their attitudes to the game and how the sport can attract more women,” said Richard Payne, Senior Sports Account Manager of SPORTS MARKETING SURVEYS INC.

“SMS INC. emphasised the importance of the ‘three F’s’ – Fun, Flexible, and Family’ – at The Industry Lunch at The Open in Hoylake six months ago, and this research fully supports that vision”.

Male Golfer Attitudes

SMS INC.’s report also provides pivotal insight into the attitude of the male golfer, revealing that over half of men who have sons say that their son(s) play golf, whereas just 12% of men who have daughters say that their daughter(s) play.

Less than half of men with wives or partners who do not currently participate in the game, have tried to introduce them to golf, and a similar trend (31%) is evident of men with daughters who do not currently play.

“This in-depth research clearly demonstrates that the industry must utilise its current male golfers to encourage the women in their life into the game. Clubs must emphasise the inclusive, familial nature of the sport to help it develop and grow female participation” said Alison Root, Editor of Women & Golf.

Furthermore, the report reveals that 47% of women golfers play golf casually with male golfers at least once a month.

The survey was carried out during the summer and autumn 2014 and involved over 3,000 core golfers.

SPORTS MARKETING SURVEYS INC www.sportsmarketingsurveysinc.com

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