Top Story

SMS survey shows men make the difference for female participation

The March/April issue of Women & Golf magazine on sale 6 February features a research survey, conducted for the publication by Sports Marketing Surveys Inc, which reveals that male golfers could be a key stimulus in increasing female participation. The survey identified 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 their companion does not play golf, thus presenting a great opportunity to the golf industry to embrace these golfers to grow the game. Less than half of men with wives or partners who do not currently participate in the game, have tried to introduce them to golf. The report also found that 47 percent of women golfers play golf casually with male golfers at least once a month.

The report provides pivotal insight into the attitude of the male golfer to sons and daughters, revealing that over half of men who have sons say that their son(s) play golf, whereas just twelve percent of men who have daughters say that their daughter(s) play.

Richard Payne, senior sports account manager for SMS Inc said, “The impending report in Women & Golf 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. 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.”

The survey was carried out during the summer and autumn 2014 and involved over 3,000 core golfers. It will also be available to view on the website www.womenandgolf.com