Golf Datatech, LLC (www.golfdatatech.com), leading independent research firm for consumer, trade and retail golf trends, has announced an October 2013 release date for an updated version of its Serious Golfers and Modern Media Study. Golf’s most comprehensive study of serious golfers’ evolving media habits. The 2013 version will focus on golfer attitudes towards monthly and weekly print publications, network and cable golf television, Internet usage, digital golf weeklies, social networking, and newspapers.
“Today, the media landscape evolves daily, and the only certainty is that in the near future it will look significantly different than it does today and the savvy golf marketer needs to stay on top of these trends. Industry response to our initial study in 2012, which was the first of its kind in golf, was tremendous, so we are now taking a deeper dive into evaluating the changes in information consumption and media usage habits of the serious golfer, with particular emphasis on the impact of digital and social media on traditional communication sources such as television and print,” said Golf Datatech’s Tom Stine.
“Consumption of traditional mass media (newspapers, magazines) continues to decline at a rapid pace, as digital providers deliver content faster and in many cases with no cost to the consumer other than exposure to advertising. Questions remain about the speed of the conversation of serious golfers to the rapid changes in technology, as well as their feelings/opinions regarding new information vehicles,” he explained.
The 2013 version of the Serious Golfers and Modern Media Study will explore the golf media habits, including attitudes about monthly and weekly print publications, network and cable golf television, Internet usage, digital golf weeklies, newsletters and blogs. The 2013 survey will expand in the area of social networking to further delve into where serious golfers are getting their information. Care will be taken to structure the respondents to ensure significant distribution by all age ranges and gender. The study’s results and recommendations will be based on responses from 2,000 randomly selected golfers drawn from Golf Datatech’s exclusive Serious Golfer Database, with significant data mining into critical sub-segments such as age, gender, handicap, etc.
Adds Stine, “The golf industry is dedicating considerable marketing, sales and IT resources on new media today, with tens of millions of dollars being spent to reach and communicate with golfers. As our 2012 study opened many eyes toward emerging trends in media, this new report will generate significant interest for golf companies, and not just the big OEMs. We believe media companies, trade organizations, golf associations, retailers and even smaller manufacturers should stay on top of this newfound, comprehensive consumer data or risk wasting their limited marketing dollars.”
For more information or to order the 2013 Serious Golfers and Modern Media Study, call 888-944-4116 or visit www.golfdatatech.com