The annual Diversity Roundtable was held at the PGA Show in January 2023 to discuss the issues and progress made in the golf industry over the past years.
During that time I took the opportunity to conduct a survey of buyer behavior, spending patterns and brand preferences among African Americans. To the best of my knowledge no study or research had been conducted on this topic.
There were 226 people in attendance by my count which was a great gathering of all people but the general consensus of the roundtable organizers was that at least 75% – 80% were African Americans. So these results and responses should be viewed in that vein. The attendees came from 74 cities and 26 states so a very good mix. Perhaps the only skew is that these folks were somehow involved in the golf industry and not just recreational golfers.
The survey instrument is shown in this PDF and contains 14 questions with a couple being multipart queries making a total of 18 questions for respondents to answer and I will focus on the responses by question.
There were 200 surveys distributed as we were expecting that number of attendees however more attended as we the room with good folks coming in and out during our 9 -5 roundtable discussions and presentations.
There 140 surveys returned representing a 70% response rate. In some cases, not all questions were answered for reasons known only to the respondent. In some cases, I did my best to read handwriting or printing so I may have missed a letter or two. Also, due to rounding a few responses may not total 100% but that really does not significantly alter the results In any case, I do present the total responses by question.
Overall, there are some very interesting statistics and trends. I hope these results give all of us a closer look and appreciation for what African Americans represent in the wonderful game and industry of golf and gives even more credence to our motto, We Play, We Pay, We Count
I have provided a summary overview as well as each question and the answers for your personal review and analysis.
GEOGRAPHY
The respondents were from 74 cities representing 26 states. The cities with the greatest representation were Atlanta, Chicago, Jacksonville (FL), Orlando and Dallas
The top states represented were, Florida, Georgia, California, Texas and Illinois.
AGE
The age range was 22 -82 The average age was 47.3. The median age was 49 yeras
GENDER
The respondents were 67% male and 33% female.
PLAY AND PREFERENCES
We play a lot of golf with 60% playing over 20 rounds annually with 30% spending over $5,000.
We like to travel and play as well with 53% taking golf trips and 54% staying 4 or more days on those trips. We like to play Callaway, Titleist and Taylor Made clubs and we really like Scotty Cameron putters. We play a lot of Titleist balls but Renegade and Greenwood Golf are making themselves known in this arena. We prefer Golf Pride grips (I forgot to ask about gloves!). Almost 70% use a rangefinder with Bushnell topping the list. Over 80% of the respondents earn over $50,000 per year with an impressive 45% earning over $100,000! Lastly 70% have been playing for 10 years or more.
SUMMARY
The respondents are an impressive group that play a lot of golf and will travel to do so and will pay to play the top brands. Apparently, they have the funds to do so. So, manufacturers, providers, golf course owners etc. please take heed and understand that we love this game as much as anyone. This survey also suggests that more extensive research should be conducted and know that the African American Golfer’s Digest and Jim Beatty Golf Ventures will be leading that effort. Thanks for your support, participation, and readership!
1. HOW MANY ROUNDS DO YOU PLAY ANNUALLY?
| LESS THAN 10 | 30 | 21.4 |
| BETWEEN 10 AND 20 | 26 | 18.6 |
| MORE THAN 20 | 84 | 60.0 |
| TOTAL RESPONSES | 140 | 100 |
2. HOW MUCH DO YOU SPEND ANNUALLY?
| LESS THAN $1,000 | 39 | 28.3 |
| $1,000 – $5,000 | 57 | 41.3 |
| $5,000 – $10,000 | 23 | 16.6 |
| OVER $10,000 | 19 | 13.8 |
| TOTAL RESPONSES | 138 | 100.0 |
3. HOW MANY GOLF TRIPS DO YOU TAKE ANNUALLY?
| 1 TO 3 | 63 | 47.0 |
| 4 – 6 | 40 | 29.9 |
| 7 – 10 | 17 | 12.7 |
| MORE THAN 10 | 14 | 10.4 |
| TOTAL RESPONSES | 134 | 100.0 |
4. WHAT IS THE AVERAGE NUMBER OF NIGHTS PER TRIP?
| 1 -2 NIGHTS | 61 | 45.9 |
| 3 -4 NIGHTS | 58 | 43.6 |
| 5 -7 NIGHTS | 11 | 8.3 |
| OVER 1 WEEK | 3 | 2.2 |
| TOTAL RESPONSES | 133 | 100.0 |
5. PLEASE LIST THE BRAND OF DRIVER YOU PLAY
| CALLAWAY | 33 | 27.5 |
| TAYLOR MADE | 30 | 25.0 |
| TITLEIST | 20 | 16.7 |
| PING | 10 | 8.3 |
| COBRA | 6 | 5.0 |
| PXG | 4 | 3.3 |
| MIZUNO | 3 | 2.5 |
| NIKE | 3 | 2.5 |
| SRIXON | 3 | 2.5 |
| ADAMS | 2 | 1.7 |
| WILSON | 2 | 1.7 |
| CLEVELAND | 1 | 0.8 |
| HIGH HAT | 1 | 0.8 |
| TOUR EDGE | 1 | 0.8 |
| XX10 | 1 | 0.8 |
| TOTAL RESPONSES | 120 | 99.9 |
6. PLEASE LIST THE BRAND OF IRONS YOU PLAY
| CALLAWAY | 27 | 22.5 |
| TITLEIST | 21 | 17.5 |
| TAYLOR MADE | 20 | 16.7 |
| MIZUNO | 12 | 10.0 |
| PING | 8 | 6.7 |
| PXG | 7 | 5.8 |
| SRIXON | 7 | 5.8 |
| ADAMS | 4 | 3.3 |
| COBRA | 3 | 2.5 |
| WILSON | 3 | 2.5 |
| NIKE | 2 | 1.7 |
| CLEVELAND | 2 | 1.7 |
| TOUR EDGE | 2 | 1.7 |
| HOGAN | 1 | 0.8 |
| NANCY LOPEZ | 1 | 0.8 |
| TOTAL RESPONSES | 120 | 100.0 |
7.PLEASE LIST THE BRAND OF PUTTER YOU PLAY
| SCOTTY CAMERON | 19 | 17.3 |
| PING | 16 | 14.5 |
| ODYSSEY | 15 | 13.6 |
| TAYLOR MADE | 15 | 13.6 |
| TITLEIST | 10 | 9.1 |
| CALLAWAY | 7 | 6.4 |
| BETTINARDI | 3 | 2.7 |
| CLEVELAND | 3 | 2.7 |
| NIKE | 3 | 2.7 |
| WILSON | 3 | 2.7 |
| MIZUNO | 2 | 1.8 |
| PXG | 2 | 1.8 |
| ADAMS | 1 | 0.9 |
| CHAMBER | 1 | 0.9 |
| COBRA | 1 | 0.9 |
| FROG | 1 | 0.9 |
| GARCIA | 1 | 0.9 |
| KRONOS | 1 | 0.9 |
| LILLER BEN | 1 | 0.9 |
| SNAG | 1 | 0.9 |
| SRIXON | 1 | 0.9 |
| STIX | 1 | 0.9 |
| TIGER SHARK | 1 | 0.9 |
| TOULON | 1 | 0.9 |
| TOTAL RESPONSES | 110 | 99.7 |
8. WHICH BALL DO YOU PLAY? – 1ST CHOICE
| TITLEIST | 34 | 28.6 |
| PRO V1 | 22 | 18.5 |
| CALLAWAY | 19 | 16.0 |
| TAYLOR MADE | 9 | 7.6 |
| BRIDGESTONE | 7 | 5.9 |
| SRIXON | 7 | 5.9 |
| RENEGADE | 6 | 5.0 |
| NIKE | 3 | 2.5 |
| CHROME | 2 | 1.7 |
| ON CORE | 2 | 1.7 |
| CLEVELAND | 1 | 0.8 |
| COSTCO | 1 | 0.8 |
| GREENWOOD | 1 | 0.8 |
| NITRO | 1 | 0.8 |
| SNELL | 1 | 0.8 |
| TOUR BX | 1 | 0.8 |
| TP 5 | 1 | 0.8 |
| VOLVIK | 1 | 0.8 |
| TOTAL RESPONSES | 119 | 99.8 |
9. WHICH BALL DO YOU PLAY? – 2ND CHOICE
| TITLEIST | 22 | 25.6 |
| CALLAWAY | 13 | 15.1 |
| BRIDGESTONE | 10 | 11.6 |
| PRO V1 | 8 | 9.3 |
| SRIXON | 7 | 8.1 |
| TAYLOR MADE | 6 | 7.0 |
| CHROME | 3 | 3.5 |
| GREENWOOD | 3 | 3.5 |
| RENEGADE | 3 | 3.5 |
| NIKE | 2 | 2.3 |
| TP | 2 | 2.3 |
| VOLVIK | 2 | 2.3 |
| AVX | 1 | 1.2 |
| KIRKLAND | 1 | 1.2 |
| ON CORE | 1 | 1.2 |
| TPSX | 1 | 1.2 |
| VICE | 1 | 1.2 |
| TOTAL RESPONSES | 86 | 100.1 |
10. WHICH BRAND OF GRIPS DO YOU PREFER?
| GOLF PRIDE | 61 | 79.2 |
| LAMKIN | 5 | 6.5 |
| WINN | 5 | 6.5 |
| IOMIC | 2 | 2.6 |
| CLEVELAND | 1 | 1.3 |
| JUMBO | 1 | 1.3 |
| NIKE | 1 | 1.3 |
| PURE | 1 | 1.3 |
| TOTAL RESPONSES | 77 | 100.0 |
11. DO YOU USE A RANGEFINDER?
| YES | 89 | 66.4 |
| NO | 45 | 33.6 |
| TOTAL RESPONSES | 134 | 100.0 |
12. WHICH BRAND?
| BUSHNELL | 45 | 71.4 |
| GARMIN | 5 | 7.9 |
| CALLAWAY | 3 | 4.8 |
| LEUPOLD | 3 | 4.8 |
| BLUE TEES | 1 | 1.6 |
| COBALT | 1 | 1.6 |
| NIKON | 1 | 1.6 |
| PRECISION PRO | 1 | 1.6 |
| REVASRI | 1 | 1.6 |
| RXG | 1 | 1.6 |
| TAYLOR MADE | 1 | 1.6 |
| TOTAL RESPONSES | 63 | 100.1 |
13. WHAT IS YOUR AGE?
| AGE RANGE | 22 -82 |
| AVERAGE AGE | 47.3 |
14. WHAT IS YOUR GENDER?
| M | 86 | 67.2 |
| F | 42 | 32.8 |
| TOTAL RESPONSES | 128 | 100.0 |
15. WHAT IS YOUR ANNUAL INCOME?
| LESS THAN $50,000 | 16 | 12.8 |
| $50,000 – $100,000 | 53 | 42.4 |
| OVER $100,000 | 56 | 44.8 |
| TOTAL RESPONSES | 125 | 100.0 |
16. HOW LONG HAVE YOU BEEN PLAYING?
| 1YR -5YRS | 23 | 17.3 |
| 5YRS – 10YRS | 18 | 13.5 |
| OVER 10YRS | 92 | 69.2 |
| TOTAL RESPONSES | 133 | 100.0 |
17. PLEASE LIST YOUR CITY
| TOP ATTENDING CITIES | RANK | ATTENDEES | % OF TOTAL |
| ATLANTA | 1 | 11 | 7.8 |
| CHICAGO | 2 | 9 | 6.4 |
| JACKSONVILLE | 3 | 9 | 6.4 |
| ORLANDO | 4 | 6 | 4.3 |
| DALLAS | 5 | 5 | 3.6 |
| WASHINGTON DC | 6 | 4 | 2.9 |
| TAMPA | 7 | 4 | 2.9 |
| TOTAL NUMBER OF CITIES REPRESENTED | 74 | 140 | 100.0 |
18. PLEASE LIST YOUR STATE
| TOP ATTENDING STATES | RANK | ATTENDEES | % OF TOTAL |
| FL | 1 | 30 | 21.4 |
| GA | 2 | 14 | 10.0 |
| CA | 3 | 11 | 7.8 |
| TX | 3 | 11 | 7.8 |
| IL | 4 | 10 | 7.1 |
| MD | 5 | 5 | 3.6 |
| NJ | 5 | 5 | 3.6 |
| CO | 6 | 4 | 2.9 |
| NY | 6 | 4 | 2.9 |
| OH | 6 | 4 | 2.9 |
| PA | 6 | 4 | 2.9 |
| WASHINGTON DC | 6 | 4 | 2.9 |
| TOTAL NUMBER OF STATES REPRESENTED | 26 | 140 | 100.1 |
