Toronto, Ontario, Canada: New research into family habits of golfers in the United States has uncovered data in how each group views family dynamics, play, skills and learning, expenditures and their general satisfaction with the sport.
The study explores the over-arching similarities and differences between Generation X, Y (millennials) and Z, and what this data means for the future of golf.
Global consulting firm GGA Partners, The National Collegiate Club Golf Association (NCCGA), an association dedicated to the promotion of collegiate club golf, and The City Tour, organisers of amateur golf tournaments in major cities have released a study entitled Beyond Millennials: New Generations and the Influence of Family.
The 2022 survey was conducted from November 2021 through January 2022 and garnered responses from more than 1,500 golfers whose average age was 30 years old.
Key highlights of the study include:
- Gen X wants more – and is willing to pay for it.
- Gen Z golfers spend the least on both greens’ fees and extra spending at the course, while Millennials show the most interest in spending the most on greens fees. Gen X will spend the most while at the course.
- Two thirds of survey respondents indicated they would be willing to spend more – with 50% of respondents indicating a range of up to US$5,000 – to join a private club. Gen X was willing to spend more (US$6,758) as compared to both Gen Z and Millennials, who indicated they were willing to spend slightly less (US$6,100). Widowed/divorce respondents are willing to spend the most (US$6,818) with singles willing to spend the least (US$6,022).
- Gen X and Gen Z are playing more golf. Millennials, not so much.
- Millennials play significantly less golf than Gen X and Gen Z. Interestingly, singles played slightly more golf than partnered respondents, and players who were widowed, separated or divorced are playing the most golf within the group.
Different strokes with different folks:
- Gen Z prefers to golf with family, Millennials with friends and Gen X with fellow club members.
- Gen Z is more likely to play with family than Gen X, while Millennials display a tendency to play more with friends than the other two cohorts.
- Gen X played with fellow members at a much higher rate, while Generation Z showed lower than expected interest in playing with members.
The study shares additional insights and data on the variances between generations of golfers regarding family dynamics, play habits, learning the game, attitudes towards fees, and views on the future of golf and more.
The report can be accessed at www.ggapartners.com