Demographics

Affluent, educated married couples

• 84.5% are married
• Median age is 51.5
• Household income is $155,000
• Average net worth is $2.8 million
• 79% are college graduates
• 34% earned graduate degrees
• 30% are business owners

Travel habits

• Nearly 90% take at least one vacation per year
• Golfers spend $125 billion annually on all travel-related expenses, comprising one-quarter of all US travel expenditures
• 73% of golfers take an average of 3.3 vacations that do not include golf
• Among those who take golf trips, average rounds played is 5.8

Homeownership

• 96% own a primary residence
• 33% own a secondary residence

Lifestyle

• 62% are private, semi private or resort club members
• 83% played more than 50 rounds last year
• 98% dine out twice a month/70% dine out once a week
• 79% consume wine, beer or spirits
• 61% percent drink bottled water regularly while golfing
• 64% are currently taking prescription medications

Purchasing Power

• 98% have made a purchase on the Internet
• 40% purchased a product advertised in the National Golf Association Media Network
• 42% played a golf course after seeing it in the National Golf Association Media Network
• 23% plan on purchasing a new car in the coming year
• 58% use a professional financial advisor
• 90% invest in stocks or mutual funds