We analyse data from a recent survey completed by over 1,200 avid golfers and look at the changing digital and online habits of golfers.
The cohort was primarily from the UK and consisted of male club golfers aged over 40. 66% of those over 45 said they were golf club members compared to just 47% of those under 45.
The importance of YouTube, social media and digital platforms to golfers
(Image courtesy of Kevin Diss Photography)
In 2014, an industry-wide survey found that 62% of golfers said they use Meta’s Facebook and 24% use Twitter. You may be surprised to see that 10 years later, the numbers for Facebook are very similar at around 65%, while Twitter has increased to around 30% and is slightly higher at 48% for the golfer demographic under 45. However, in 2024, golfer usage of X/Twitter lags behind Meta-owned Instagram, with our survey revealing that 65% of golfers under 45 and 28% of golfers over 45 use Instagram.
While it’s clear that Facebook remains a key business tool and Instagram continues to grow in importance to golf courses and golf businesses, the top platform for usage among golfers is YouTube, with over 71% of those over 45 saying they watch golf content on YouTube, and that number increases significantly to 88% for those under 45.
Comparing the data from 10 years ago, it is not surprising that only 31% of people said they had an iPhone back then. Now that almost every golfer owns a smartphone of some kind, it is a more interesting analysis to see how golfers use their devices when it comes to golf. In our latest survey, 91% of golfers under 45 have a golf app installed on their phone, as do 76% of golfers over 45. Both figures are a significant increase from 2017, when 69% of golfers under 40 and 47% of golfers aged 40-60 said they had a golf app installed on their phone.
When it comes to golf app usage, the under 45 demographic is the most active, with 51% having 1-3 golf apps installed, 42% having 4-7 golf apps installed, and 6% having 7 or more golf apps installed. Of respondents 45 and older, 76% have 1-3 golf apps installed, 21% have 4-7 golf apps, and only 3% have 7 or more golf apps installed.
Golfers are entirely dependent on digital platforms when it comes to golf, be it social media platforms, apps, online websites and services, etc. These channels are valuable marketing tools for any golf business, especially golf courses.
Our research shows that the majority of golfers access golf content online and read golf course reviews, with four in five golfers researching a new golf course before playing, and younger generations are more likely to conduct this type of research: 82% of those under 45 and 80% of those over 45.
The importance of YouTube is further highlighted when it comes to finding a golf course to play, with 75% of those under 45 and 52% of those over 45 saying they have watched golf course content or VLOGS online or via YouTube.
Consumer buying habits
Finally, data from our 2023 annual end-of-year survey provides valuable insight into golf consumer purchasing habits and the growing importance of digital platforms. We asked respondents what helps them make decisions when purchasing golf equipment. The biggest change in 2023 compared to 2018 is the increased relevance of online reviews, especially YouTube and video-based content.
To what extent do you rely on the following when purchasing golf equipment?
Additionally, 33% of respondents said they read product reviews online before purchasing a GPS device, and 30% said they similarly read product reviews online when purchasing a new golf cart.
For additional insights, customized data analysis, and brand analysis, please email us. [email protected] Further discussion.
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