NGF research shows that the number of “non-golfers” who categorize themselves as very interested in playing golf on a golf course increased to a record-high 14.9 million in 2017, up from 12.8 million a year earlier.
In taking a closer look at this vital latent demand segment, how many of these people actually have some previous golf experience?
Of the 14.9 Americans in the “very interested” latent demand category, 6.5 million of them have never played traditional golf on a course.
Another 8.4 million of them — or 56% — have past golf experience.
Because the NGF’s measure for golf participation asks whether people have played on a golf course within the past year, some of those that land in this category are considered infrequent or lapsed golfers. It could be that some in this “very interested” group are on hiatus from the game because of a new job, family addition or other life change. They might have only played once (or a couple of times) and haven’t had the opportunity to go back; or perhaps they enjoy the game, but find they only play every couple of years in a charity event or company outing.
Whether or not they have past golfing experience, this latent demand sector offers the promise of real opportunity for the industry.
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The NGF is widely regarded as the foremost authority in the golf business for data, research and consulting. The foundation serves members across every sector in the golf industry, with an expertise that includes market intelligence in golf participation, consumer behavior, course operations, facility development, travel, retail, consumer confidence and more.