SBD/April 11, 2014/Research and Ratings

Data Shows Golf Fans Prefer Ford Or Chevy Vehicles, Verizon Or AT&T For Cell Service

Data shows that those who describe themselves as either very or somewhat interested in men’s golf are older, white males with a preference for either a Ford or Chevy vehicle and cell service from either Verizon or AT&T, according to an analysis of demographic figures from Scarborough Sports Marketing. Among males, those ages 50+ have a much higher affinity for the game when compared to males 35-49 and 18-34. Ford vehicles also are the preferred car among those very and somewhat interested in men’s golf. Chevy is not far behind, followed by Toyota, Honda and Dodge. Mercedes-Benz, an official sponsor of The Masters telecast, was lower on the list among golf fans, falling behind such brands as BMW, Lexus and Cadillac. In looking at cell service providers, Verizon Wireless has the top spot among golf fans, with Masters telecast sponsor AT&T not far behind. Sprint and T-Mobile were a distant third and fourth place, respectively.

DEMO
VERY INTERESTED
IN MEN'S GOLF
SOMEWHAT INTERESTED
IN MEN'S GOLF
AGE
Men 18-34
11.7%
17.0%
Men 35-49
17.0%
16.4%
Men 50+
42.0%
32.5%
RACE/ETHNICITY
White
81.3%
78.3%
Black/African-American
8.8%
10.5%
Asian
2.2%
2.4%
Hispanic
5.3%
5.8%
VEHICLE LEASED/OWNED (TOP RESPONSES)
Ford
22.9%
25.7%
Chevrolet
21.2%
21.5%
Toyota
17.8%
18.6%
Honda
15.0%
14.9%
Dodge
9.7%
10.3%
Nissan
8.3%
8.3%
Jeep
6.1%
4.8%
Buick
5.7%
5.4%
GMC
5.4%
4.8%
Chrysler
5.0%
4.5%
Hyundai
4.7%
4.2%
Lexus
3.9%
3.2%
Kia
3.4%
3.5%
Cadillac
3.3%
2.6%
BMW
3.1%
2.5%
Pontiac
3.1%
3.6%
Mercury
3.0%
2.8%
Subaru
3.0%
2.3%
Mazda
2.8%
2.7%
Mercedes
2.8%
2.3%
Volkswagen
2.8%
3.1%
WIRELESS/CELLPHONE CARRIER (TOP RESPONSES)
Verizon Wireless
36.2%
34.2%
AT&T
28.2%
26.5%
None
8.8%
8.1%
Sprint
8.5%
10.0%
T-Mobile
5.5%
6.8%
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