WSCGA Understanding the member profile and their purchase behavior. 2015
Agenda Background and Key Summary What does a WSCGA Member look like? What do members think about the WSCGA? What is their recent purchase behavior? Category Specific Purchasing
Research objective and methodology Objectives Provide a clear understanding of who the WSCGA members are in terms of their demographics profile, category involvement, media consumption and purchase behavior across key categories. Ultimately, show the value of the WSCGA member base to potential advertisers. Methodology A 15 minute online survey conducted among WSCGA s email list. We used Survey Monkey.
Survey sections & questions The survey consists of 4 sections that are designed to answer the following questions. Does our membership like our current program and services and where can we improve? What does the WSCGA Membership look like? What does a member think about the WSCGA? What are our members recent purchase behaviors?
Key Findings Member Profile Demographically they are affluent, older and have time to indulge (72% are retired). The vast majority own their home. Social network membership is low overall; 67% are active on FaceBook. Readership of the WSCGA quarterly e-newsletter is near universal and 46% visit the WSCGA.org website once a month or less. They enjoy the content that is provided by the WSCGA but would like more rules of golf content. Most think highly of the WSCGA and feel the association is knowledgeable, reliable and fun. However, there is an opportunity to provide more value to members in the form of fun events and weekend events.
What does a WSCGA Member look like?
WSCGA members are affluent, empty nesters and most likely to be older, Caucasian females. Age Demographic 18-30 31-45 46-60 61-75 76+ 1% 2% 22% 68% 7%
3% 9% Residence by County 3% 1% 2% 1% 6% 2% 1% 2% 1% 1% 2% 2% 8% 7% 4% 1% 4% 2% 2% 2% 24% 10% 2%
Home Ownership House-Rented Apartment- Rented Condo-Owner House-Owner 2% 1% 4% 93%
Household Composition Education Graduate or Post Graduate Married/ Domestic Partner Divorced/ Widowed/ Seperated Single/Never Married 84% 38% Graduated from College 33% Some College 11% Graduated from High School Technical or Vocational 4% 4% have 22% $5K+ Annual Vacation Budget Children under the age of 18 living at home 6% 2% Retired 73% Employed 20% Homemaker 5% Student 1% $100K - $300K Mean HH Income $1Million Mean Net Worth
Golf is seen as a social occasion that provides a good form of exercise and a great way to meet new people. Rounds of Golf Played (Past 12 months) 2% 85% 5% 8% 1-4 5-9 10-14 15+ I like that golf allows me to be outdoors 95% Golf is a good form of exercise 73% Golf provides a great way to meet new people 64% Average Agreement Level Golf helps me relieve stress 43% I plan vacations centered on golf 42% I play competitive golf 41% I would play golf every day if I could 34% Golf is the ultimate sport 19% Friends seek my advice on golf topics 12% I always have the latest golf equipment 6% I am a golfer because it helps my professional relationships 4% Who Regularly Play with 82% Friends 13% Family 5% Self/ Paired at Course 1% Co- Workers/ Clients
On average less than a thousand dollars is spent on clothing and equipment each year. 100% 80% 60% 40% 20% 0% 83% 85% 53% < $1000 $1001 - $5000 > $5001 Club Membership Private - 71% Public 29% Golf Clubs Owned Callaway 26% TaylorMade 23% Ping 19% Adams 12% Cobra 10% Titleist 4% Cleveland 3% Mizuno 2% Nike 1%
Toyota and Lexus are most commonly owned vehicles Toyota 15% Lexus 12% Honda 10% BMW 9% Ford 8% Chevrolet 5% Hyundai 5% Mercedes 5% Majority do not own a luxury car 57% 43% Only showing brands with 5%+ Ownership
Social networking is less popular, with a quarter not belonging to any network None 25% Instagram Twitter 11% 11% Google+ LinkedIn Pinterest 20% 27% 28% Facebook 67% 0% 10% 20% 30% 40% 50% 60% 70% 80%
What do members think about the WSCGA?
WSCGA is seen in a positive light, although there is an opportunity to grow trust and be more approachable and genuine. WSCGA Personality Knowledgeable 72% Reliable 54% Fun 48% Trustworthy 44% Approachable 41% Genuine 37% Confident 25% Passionate 24% Other 10% Unique 6% Stylish 6% Intimidating 5% Old-Fashioned 3% Arrogant 2% Boring 1%
Members are highly engaged with the brand; Social network interaction is low, and an opportunity exists to connect with the WSCGA Junior Golf Foundation WSCGA Engagement Read WSCGA Newsletters or Emails 92% Attended Events organized by the WSCGA 54% Made a personal donation to the WSCGA Junior Foundation 16% Watched a WSCGA Video 14% Liked WSCGA on Facebook 8%
A Handicap is the most important benefit. Most believe in advocacy but more could be done to promote services, benefits and tournaments. Benefit Awareness Handicap Index 66% Advocacy for Women s Golf 63% Advocacy for Junior Golf 57% Access to Premier Courses - 51% Bi-Monthly handicap revision emails 49% Rules Education 47% One Day Tournaments 45% Course Rating Services 45% Championship Tournaments 28% Quarterly E-Newsletters 22%
Improvement suggestions Many commented that they would like to see more fun events and some held on the weekend. There is an opportunity to educate the membership on who can participate. Engage and interact with new members. Implement the Pace of Play Checkpoint Policy for One Day Tournaments
WSCGA Content Ideas Members visit the WSCGA website once a month or less often. There is a desire for more content covering the Rules of Golf and a calendar of upcoming events.
What are WSCGA members recent purchase behavior?
Past 12 Month Behavior 22% 13% 25% Bought Consumer Electronics Bought an Automobile Bought Golf Equipment 30% bought consumer electronics 12+ Months 69% bought an automobile 12+ Months 45% bought golf equipment 12+ Months
Past 12 Month Behavior 13% 8% Bought Over the Counter Medication Booked a Leisure Trip 5% 14% Signed up for a Financial Service 71% Bought over the counter medication past 3 months 47% Booked a leisure trip past 3 months 81% Signed up for a financial service 12+ months 55% Signed a contract with a service provider 12+ months Signed a contract with a service provider
Future purchase behavior Majority of WSCGA members are unsure of their future purchases, however 49% will buy over the counter medications within the next 3 months.
Travel behavior Majority of WSCGA Members book hotels and flights for their trips. 49% consider Florida for their destination Myrtle Beach Area, Pinehurst, Hilton Head Area and Charleston are considered 40 43% 30% primarily travel to visit Friends and Family Only 25% travel for an annual vacation
What are WSCGA members health concerns?
Which of the following are you concerned about and have you ever discussed these concerns with a doctor? Gastrointestinal Disorders 49% Currently prescribed medication Heart Disease High Blood Pressure 59% 73% Talked to a health professional, not prescribed medication High Cholesterol 61% Concerned but not talked to a professional 0% 20% 40% 60% 80%
Which of the following are you concerned about and have you ever discussed these concerns with a doctor? Melanoma 74% Currently prescribed medication Rheumatoid arthritis Osteoarthritis Diabetes 52% 50% 58% Talked to a health professional, not prescribed medication Concerned but not talked to a professional 0% 20% 40% 60% 80%
Any Questions? Just Ask! Thank you for this opportunity and for sharing your information Women s South Carolina Golf Association 843-757-GOLF (4653) wscga@wscga.org www.wscga.org