SBD/June 17, 2011/Marketing and Sponsorship

Study Shows 18-29 Demo Increased Spending On Golf By 27% Over Last Four Years

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American Express released a report Friday that showed the 18-29 demo increased its spending on golf by 27% from '07-11. All other age groups decreased their spending during this period. The data is in the new U.S. Business & Consumer Golf Spending report from AmEx. The biggest hit came from seniors 66 and older, who cut their golf spending by 21%. The 46-66 and 30-45 age groups each decreased spending by 19%. Among the other findings from AmEx’ business insights division: retail spending on golf equipment and apparel has bounced back after the recession with a 10% increase in '11 over '10; states such as South Dakota, Iowa and Delaware -- not traditionally considered prime golf regions -- saw spending at golf courses increase in '10, while California, Texas and Florida suffered decreases; businesses reduced their golf spend 25-35% between '07-11, although both large and small businesses increased spending in the last four quarters. “Golf has a reputation as a rich man’s game and while the numbers prove that out, it didn’t help shield the sport from the impact of the recession,” said AmEx Business Insights Senior VP Ed Jay. “There is a surprising bright spot with Generation Y becoming the group to watch, increasing spend while older generations pull back.”
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