The official 2011 Core Golfers & Technology report will be released today (Wednesday) in the November issue of the NGF Dashboard, reaching more than 30,000 people in the golf industry. NGF members will get free access to the full 35+ page report.
From the sport’s early days, technology has been a key issue for golfers – and a complicated one. Transitions from the feathery ball to gutta-percha or from persimmon woods to metal woods or the relatively recent emergence of mobile devices have inspired passionate debate and considerable deliberation.
Golfers and governing bodies alike have sought to strike a balance between game-enhancement on the one hand and respecting the sport’s challenges, history and traditions on the other. In terms of playing the sport, golfers, taken collectively, are as conflicted about the proper role for technology as they are engaged with the subject.
Equipment may be the most obvious intersection of golfers and technology, but course operators, management companies, brand marketers, media companies and retailers would argue that business applications are equally or perhaps more relevant. Core golfers’ connection to technology and digital media is becoming an increasingly central topic to those who sell tee-times, golf shirts and yes, even drivers.
Perhaps the most critical business use of technology is developing and maintaining customer relationships. Long-term relationships with current and potential customers must be built based on understanding needs and exceeding expectations. The nationwide survey of 650+ Core golfers was designed to enlighten decision-makers by growing understanding of those factors most influential to Core golfers’ engagement with technology and digital media, and how that engagement plays out.