In the fortnight following the relaxation of restrictions around playing golf due to Covid-19, Sports Marketing Surveys undertook a survey among UK Core golfers to assess the impact that the virus and lockdown have had on attitudes towards the sport; changes in behaviour due to the pandemic and future plans regarding playing golf, purchasing equipment and taking golf breaks.
The study of almost 1,500 golfers saw responses from all regions across the UK with a strong sample of male and female players; individuals of all age groups and golfing abilities; and comparisons between members and non-members of clubs.[/vc_column_text][vc_column_text]
During Lockdown golfers were still actively engaged with the sport and explored different avenues to get their “fix”…
40% are practicing golf at home more than they were before the virus.
Over 30% of golfers are watching more golf content on YouTube as a result of the lockdown and almost a quarter have watched/followed more golf blogs/vlogs.
Golf tuition has been the most watched form of golf content (67%) among core golfers during lockdown.
Golf has a huge opportunity due to its perceived safety as an activity within social distancing guidelines.
Golfers feel that the sport is extremely safe with 76% of respondents rating the safety of playing golf within social distancing guidelines as either 9 or 10 out of 10.For context, only 4% feel the same (9/10 out of 10) about team sports, 3% going to the gym and 5% dining out. Even meeting family / friends in person only saw 29% of the sample rate safety as at least 9 out of 10.
45% of core golfers will try to encourage more of their family to play golf in the future, post-Covid.
Golf club membership and/or affiliation towards a “home” club will see immediate uplifts
Over a third of golfers believe they will play MORE at their golf club this year than 2019 which coincides with a similar percentage stating that they are less likely to visit other golf courses and pay a green fee.
There is a sense of loyalty and support among UK core golfers with over 50% anticipating buying more from their local pro than they did before lockdown.
Covid-19 has hit the pockets of a considerable percentage of UK Core golfers. 31% say that they will have less disposable income to spend on golf in the future and a quarter expect to buy fewer golf products.
The importance of Custom Fitting has risen since lockdown with only price becoming relatively more important in the purchase decision process over this period.
Domestic travel will benefit for at least the next 12 months. Less than half of golfers believe it will be safe to travel abroad for a golf break before April 2021 compared to almost 60% who believe it will be safe to travel domestically by the end of 2020.