London, England: As living costs continue to rise around the world, golfers are likely to become pickier about what clubs, balls, and digital devices they buy and how often they replace them.

Already, the appetite for golf equipment information is voracious, whether it’s data-led reviews, long-term testing, or minute detail on what equipment the pros use, something almost 35,000 golf fans now follow through Sporting Insights’ Tour Instagram page.

And with many golfers loyal to particular social media influencers, instructors and reviewers, it’s more important than ever for equipment manufacturers and retailers to ensure that they understand the changing roles different media and platforms are playing in golfers’ purchasing journey.

“That understanding is exactly what our latest golf equipment study will offer,” said Richard Payne, Director at Sporting Insights, a Full Business Member of the Asian Golf Industry Federation.

Launching this autumn in four markets initially, the study will assess when and why golfers decide to make an equipment purchase. It will then narrow down where and how they process information during that decision-making period as well as understanding the performance and marketing characteristics that elevate certain brands and products over others in that decision-making process.

Explaining the motivation of the new research, Payne said: “There’s been much incredible innovation in the golf equipment industry in recent years, but with that innovation, and thanks also to supply side challenges affecting the global economy recently, has come rising costs for the golfer.

“Now, golfers are presented with products that may be a price point higher than they anticipated based on their previous purchase, especially in a category like irons where many people keep sets for a decade or more.

“Add in rising costs of living and it’s clear that people are going to be keen to make sure that they have the impartial, detailed information they need to make the right long-term decision.

“We’ve already seen the growth of a number of core equipment reviewers and commentators engaging with golfers in a quantity that was unheard of before the pandemic. We expect over the coming years to see those businesses who commit to providing golfers with good quality information prospering further, and this study will play a part in making sure they know how and where to provide that information to customers.”

The research will operate in France, Germany, Sweden and the United Kingdom.

Results are expected before the end of 2023, enabling companies to work the findings into their sales and marketing cycles for new products for the 2024 season.