2024 GolfNow Audience Insights
2024 GolfNow Audience Insights
In 2024, GolfNow conducted annual research to understand how golfer demographics and membership status impact purchasing behaviour.
Here’s a closer look at key findings from our survey of 2,000 GolfNow users, shedding light on who’s using GolfNow, how they spend, and what influences their booking choices.
Membership Status
In the recent survey of 2,000 GolfNow users:
- 63% are current golf club members.
- 17% were members in the past.
- 16% have never been a member.
- 4% were members until recently (within the last year).
Spending Trends
Nearly half of GolfNow bookers (49%) spend between £10-£24 on food, drinks, pro shop items, and other services at the golf club. Additional insights include:
- 28% spend an average of £25-£49.
- 8% spend between £50-£100.
- 15% typically spend no more than £10.
- Only 1% spend over £100.
Analysis of spend by membership status found that those golfers who had previously been members were willing to spend more than golfers who were current club members.
This range in spending highlights the variety in golfer preferences; some visit the course solely to play, while others enjoy a more immersive experience, taking advantage of the full range of amenities clubs have to offer.
Booking Influences
When asked about the content that most influences their booking decisions, users responded as follows:
- 40% prioritise golfer reviews.
- 20% value detailed course descriptions.
- 18% look for specific course details, such as yardage, facilities, and policies.
- 13% rely on star ratings.
- 10% consider course imagery highly influential.
These insights show the importance of offering comprehensive and appealing content to attract bookings.
Distance Willing to Travel
The survey also explored how far golfers are willing to travel for a game:
- 30% would travel up to 30 miles.
- 28% would travel 20 miles.
- 17% are willing to drive up to 50 miles.
- 17% would travel even farther.
- Only 8% would limit travel to 10 miles, and just 1% would travel no further than 5 miles.
This data suggests that most golfers are open to travelling for the right experience, emphasising their dedication to the sport.
These insights can help golf clubs tailor their offerings and communications to better engage GolfNow’s audience. Stay tuned for more on how we can support your club in reaching its ideal customers and maximising your success on GolfNow!