Here they reveal the results of their investigation into British golfers and their playing habits, information which could be useful not only in Great Britain, but also further afield as markers of performance and evidence of trends throughout the sport…

Golf participation in GB finally stabilised in 2014, just above the 3.3 million mark, offering hope to the golf industry after a decade of decay. This succeeds news that 2014 saw an increase in the number of rounds played by 3.5% compared to 2013 (SMS INC. 2014 GB Rounds Played Monitor) following a warm and dry summer, without any major UK based major sporting events.  A local and victorious Ryder Cup in Scotland – with good weather around it – will have boosted interest and play frequency.

Further good news from additional SMS INC. intelligence confirms that equipment sales in GB have levelled across most categories in terms of volume and value, suggesting the ‘downturn’ is over.

Although golf participation remains at its lowest level for over a decade, SMS INC.’s study signposts clear progression and opportunities for the sport to grow. For the second consecutive year female participation has risen, as has the number of ‘avid’ golfers (who play at least once a week on average). It is this group of golfers (Avid) who define and guide the sport, so the industry should be buoyed by the additional 53,000 players whose play frequency brought them into this dedicated category in 2014.

As per the 2013 statistics, a cause for concern is the number of ‘infrequent’ golfers, who play less than 12 times a year, which is at its lowest on record in this millennium (1,786,000). Time is a major factor influencing player numbers, and may be the significant reason behind the decline in infrequent golfers.

Richard Payne, Senior Manager of Sports Accounts at SMS INC. commented, “Whilst the 2014 figures give the golf industry reason to be more positive, the continued decline of infrequent golfers remains a challenge that needs to be overcome.

SMS INC. has continuously stressed the importance of the ‘three F’s’ – Fun, Flexible, and Family’, a vision which the industry must fully adopt following these latest figures, to convert both first-time triallists and new golfers who may be using driving ranges into full-length course users, and secondly to prevent the loss of more infrequent players.”

SMS INC’s participation report also examines golfs position in comparison to other sports. As per recent years swimming, running and cycling are the top three sports in GB in terms of participation, and all exude the image – ‘Fun, Flexible and Family’.

The SMS INC. report, commissioned by Women & Golf magazine and featured in the March/April issue, on sale 6 February, reveals that male golfers could be a key stimulus in increasing female participation.

The survey reveals that the top reason for female golfers initially taking up the game is because of a husband or partner who played. Yet the conclusions show that over three quarters of male golfers who have a wife or partner say that this companion does not play golf, thus presenting a great opportunity to the golf industry to embrace these golfers to grow the game.

“The impending report in Women & Golf, that will also be available to view on the website www.womenandgolf.com, will give the golf industry exceptional insight into a much coveted group of consumers, offering detailed data on their attitudes to the game and how the sport can attract more women,” said Richard Payne, Senior Sports Account Manager of SPORTS MARKETING SURVEYS INC.

“SMS INC. emphasised the importance of the ‘three F’s’ – Fun, Flexible, and Family’ – at The Industry Lunch at The Open in Hoylake six months ago, and this research fully supports that vision”.

Male Golfer Attitudes:

SMS INC.’s report also provides pivotal insight into the attitude of the male golfer, revealing that over half of men who have sons say that their son(s) play golf, whereas just 12% of men who have daughters say that their daughter(s) play.

Less than half of men with wives or partners who do not currently participate in the game, have tried to introduce them to golf, and a similar trend (31%) is evident of men with daughters who do not currently play.

“This in-depth research clearly demonstrates that the industry must utilise its current male golfers to encourage the women in their life into the game. Clubs must emphasise the inclusive, familial nature of the sport to help it develop and grow female participation” said Alison Root, Editor of Women & Golf.

Furthermore, the report reveals that 47% of women golfers play golf casually with male golfers at least once a month.

The survey was carried out during the summer and autumn 2014 and involved over 3,000 core golfers.

Click here to find out more about the study and results

For the first time in the events history, the scenic banks of Lake Como will play host to the 2014 IGTM, which promises to continue its status as the elect global event for the golf tourism industry when it opens its doors on October 27th, with delegates from all corners of the world converging on the Italian destination.

Leading sports research agency, SMS INC. will once again be present to share key findings from their golf tourism research conducted amongst core golfers in Europe’s largest golfing markets.

The analysis which tracks golf tourism trends year on year, and help reveal the key motivations for golfers when taking a golf break will be presented at the event by SMS INC.’s Senior Manager Richard Payne, with a special focus on the host destination Italy.

Speaking about the upcoming IGTM, Richard commented, “golf tourism is a multi-million pound industry and IGTM is at the forefront of ensuring that all of the key players in the trade com e together to share ideas, socialise and conduct business. SMS INC. is delighted to extend our relationship with the event and deliver insight to help companies provide a product and service that golfers covet. We are especially excited to reveal European golfers’ views on Italy as a golfing destination, and to help the country establish itself as a leader within golf tourism.”

Peter Grimster, IGTM exhibition manager added “we are particularly excited to confirm SPORTS MARKETING SURVEYS INC. as the official Research Partner for IGTM. We are looking forward to the valuable insight that SMS INC. can offer with their well-respected golf tourism research, adding a great deal of credibility to the event at a time when IGTM and the golf travel industry as a whole is moving from strength to strength”.