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Prieskum HowDidiDo - Aký je typický golfista 21.storočia?

Časy, kedy bol typickým golfistom vyslúžilý dôstojník britskej armády s fúzami a pumpkami, sú dávno preč. A aj keď golf dlhú dobu žil v tieni svojich vlastných stereotypov s imidžom zábavky pre skupinu vysokopostavených finančníkov, dnes to už rozhodne nie je len elitárska zábavka. Podľa prieskumu HowDidiDo, najväčšej európskej golfovej komunity, priemerný golfista dnes je bežný človek, napríklad remeselník. Nie je to žiadny aristokrat.

Skúmaná databáza obsahovala viac ako 300.000 golfistov členov a hracích výsledkov viac ako 1.200.000 hráčov, mužov a žien.

HowDidiDo tak poskytoval ideálnu základňu pre marketingový prieskum, ktorý sa uskutočnil v lete 2011.

Zistenia sú nasledovné:

  • Ukázalo sa, že takmer 40%, čiže viac ako tretina členov golfového klubu sú zamestnanci, ktorí vykonávajú prácu manuálne, alebo na nižších administratívnych a iných pozíciách. To je v ostrom kontraste s 8%, ktoré patria majiteľom svojich vlastných spoločností, alebo vyššie postaveným manažérom, riaditeľom a pod.
  • 44% členov má ročný príjem pod 40.000 GBP, tj. cca 46.000 EUR.
  • Geografické rozdelenie golfistov je 46% oblasť severného Anglicka a Škótska a len 17% z juhovýchodnej časti a Londýna, ktorá je považovaná za oblasť typických anglických klubov.
  • 86% golfistov sú muži
  • Drvivá väčšina členov (83%) má svoj vlastný dom a viac ako tretina nemá žiadnu hypotéku.
  • Typ vlastneného automobilu tiež priniesol prekvapenia. 24% členov vlastní buď Ford alebo Opel. Vyššie značky ako Mercedes Benz, Jaguar, Land Rover, BMW, Audi či Porsche predstavujú len 19%.
  • Súčasný golfista je stále viac technicky zdatný. Len 18% sa vyjadrilo, že ich počítače a moderné technológie nezaujímajú. Miera používania internetu je vysoká, 80% ho využíva na sledovanie športových správ najmenej raz týždenne, 53% hľadá finančné správy a 59% sa zameriava na informácie o najnovších golfových produktoch. Viac ako polovica členov (53%) používa internet každý deň, sleduje športové spravodajstvo a tradičné správy zo sveta.
  • Sociálne siete sú tiež populárne, 49% členov sa prostredníctvom internetu napojí na sociálnu sieť 1x týždenne, z čoho je 46% je pravidelných užívateľov Facebooku.
  • 96% členov používa mobilný telefón, z toho 41% vlastní smartphone. 58% vlastní GPS a 86% vlastní digitálny fotoaparát.

Generálny riaditeľ HowDidiDo, Barry Dyett, povedal: "Všetci naši členovia sú členmi klubov vo Veľkej Británii a Írsku a je zrejmé, že typ „priemerného“ golfistu sa za posledných 50 rokov výrazne zmenil. Členstvo v golfovom klube už nie je vnímané ako dôkaz bohatstva a príslušnosti k vyššej vrstve. Golf je populárny šport, ktorý si rýchlo nachádza cestu ku všetkým vrstvám obyvateľov a prieskumy to len dokazujú. Členstvo a jeho podmienky už nie sú striktne dané a nemenné, vznikajú rôzne typy jeho modifikácií, ktoré oslovujú rôzne skupiny golfistov. A to je dobrá správa pre budúcnosť tejto hry. "

V súčasnej dobe používa server HowDidiDo takmer 2.000 klubov.

zdroj Golf Business News logo, www.golfbusinessnews.comwww.howdidido.com

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