ORLANDO, Fla., (Jan. 10, 2007) – A study commissioned by Golfweek magazine, to gauge consumer awareness and perception of the golf shaft industry, was released today.
The study conducted by Golf Datatech, targeted nearly 1,500 "serious" golfers, defined as golfers who play more than 25 rounds of golf per year. The study provides an understanding and evaluation of the importance of golf shafts to serious golfers, as well as investigates awareness and perceptions of the various leading brands of shafts.
"Serious golfer’s recognize the importance of custom fitting," said Golfweek Vice President and Publisher Terry Olson. "Golfweek’s goal for this study was to identify the perceptions and attitudes of the serious golfer or those that play 25 or more rounds per year, with shaft selection. We commissioned Golf Datatech to create this study as they have an extensive database of serious golfers. These findings will help shaft manufacturers speak directly to what is important to serious golfers and will also help original equipment manufactures (OEM) better understand shaft brand significance."
"Overall I believe the report is very enlightening, not just to shaft companies but also to the OEM’s and to key retailers," said John Krzynowek, Golf Datatech. "Serious golfers are very aware of the leading brands of shafts, and extremely in tune to the benefits of club fitting and what an aftermarket shaft can do for their game."
Some highlights of the study include:
â?¢ When buying a new set of irons, 53 percent of respondents are likely to buy them with shafts which are customized in some way compared to 65 percent who said they are likely to customize their driver shaft.
â?¢ Serious golfers are much more likely to believe the shaft is going to make a significant difference in the performance and playability of their driver rather than in their iron set or hybrid.
â?¢ Sixty-six percent of total respondents have had a golf club reshafted at some time in their golfing life, with 85 percent of the 10 and under handicappers having done so, compared to only 36 percent of the 21 and over handicaps.
â?¢ On average, respondents paid just under $100 for the shaft, labor and materials to conduct their last reshafting.
The study was conducted online and consisted of 1479 respondents with an average handicap of 13.4, who on average play over 60 rounds of golf per year, 20 percent play most often at a private club, with a mean household income approaching $120k per year.
For the full results of the Consumer Shaft Awareness & Usage Study, please contact Terry Olson, VP/publisher at 972.562.0033 and TOlson@Golfweek.com or Jason Redditt, western regional sales director at 407.342.5505 and JRedditt@Golfweek.com .
Founded in 1975, Golfweek is the journal of record for competitive golf. It delivers the most complete news and information about the game, the people and the industry, to golf’s most important audience. Golfweek is a part of The Golfweek Group, which also includes Golfweek’s SuperNEWS, TurfNet Monthly, Golf Life Orlando, FISH & FLY, Art Calendar, TurfNet.com, Golfweek.com and golf’s first online television network, GolfweekTV.com. The Golfweek Group is owned by Turnstile Publishing Co., which is headquartered in Orlando, Fla.
Contact:
Amy Bunn
Marketing Manager
407.563.7016
abunn@golfweek.com
www.golfweek.com
