Minnesota Golfer - Spring 2017 - 3

EDITOR'S
LE T T ER
Member State of Mind
A look at the numbers behind MGA's recent
membership reader survey.
T
" [Our
members]
are more
passionate
and
committed
to the game
[...] than the
average
golfer. "
University, Mankato,
he MGA, in partnership with the
Organizational Effectiveness Research
Group at Minnesota State
recently concluded
a survey of MGA members. We wanted to
collect new member demographic data, as
well as revisit magazine reader attitudes on
content and MGA services benchmarked in
2004 and 2008.
Almost 90 percent of members receive
the magazine and nearly 70 percent read at
least half or more of the content. One in four
find it very informative, 29 percent say it's
very interesting, yet only one in three passes
along their copy to another reader. Among
the most-liked content are Minnesota golf
courses, " best holes, " Rules of Golf, instruction
and new equipment; least-liked were
junior golfers, international golf courses and
golf housing developments. Readers are five
times more likely to discuss a story or play a
golf course mentioned in the magazine than
they are to take a golf trip or contact a company
based on a mention in the magazine or
advertisement.
Here's a brief profile of the average responder:
65 percent have a college degree
or higher education; a median household
income between $125-$150,000; and nine
out of 10 own rather than lease their vehicle.
They are almost twice as likely to purchase
new golf equipment than take a golf lesson,
and about half took a golf vacation in the
last year (44 percent in state, 59 percent outside
of the state). He's a male (88 percent),
50 years and older (76 percent), who has
played golf more than 10 years (94 percent).
Last year, he played more than 25 rounds (75
percent), with an average handicap index of
13.7.
You could conclude that our typical golfer
is a middle-aged male who arrives to the
golf course in his own SUV, or truck, with
relatively new technology in his golf bag and
a lot of golf experience under his belt. He
scores better than the average player, likes
to take his game on the road with friends
and is even planning a vacation around the
game. He may be retired or approaching retirement,
and enjoys a beer or glass of wine
after golf.
But, of course, that's not a true or complete
picture of all MGA members: More
than 20 percent are female, and another 2
percent are juniors. The findings do reaffirm
what we already knew to be true of our
members: They are more passionate and
committed to the game, more invested in
the golf lifestyle, play more rounds and visit
more golf courses than the average golfer.
Kudos to professor Dan Sachau, director
of OERG, and Tim O'Neil, associate consultant
of OERG, for doing the heavy lifting.
We reached out to more than 42,000 members
through a confidential email survey,
to which 7,000 members responded (and
a lucky 10 received $100 gift certificates to
Dick's Sporting Goods). If you participated,
thank you.
See you on the tee.
W.P. Ryan, Editor-in-Chief
www.mngolf.org
Spring 2017 MINNESOTAGOLFER
3
http://www.mngolf.org
Minnesota Golfer - Spring 2017

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