General Demographics

• Average Household Income:  $87,300
• Average Total Net Worth:  $768,400
• 30% Top Management
• 83% Professional/Managerial
• 26% Own their own business
• 95% Male
• Average golfer is 39 years old
• Married

Automotive

• 26% Plan on purchasing a new vehicle in the next 12 months
• 60% Purchased a new vehicle in the past year
• They Own/Lease an average of 2.3 vehicles
• 45% purchased new tires in the past year

Finance/Investments

• Avg. total value of all investments $663,000
• 81% possess Visa cards, 71% Mastercard, 33% American Express
• Average House Hold credit card expenditure:  $1575
• 58% use a professional Financial Advisor for investment/financial planning.
• 91% own their principal residence
• 21% plan on buying a property located on or near a golf course

Golf Participation and Equipment

• $17 billion annually on golf equipment and participation
• Playing an average of 25.1 years
• Played an average of 28.1 rounds in the past year

Travel

• Average number of vacation days in the past 12 months is 6.4
• Average cost of principal vacation is $2800
• 44% took trips outside the U.S. in the past 3 years
• Rented a car an average of 7.5 times in the past year
• Took an average of 5.5 airline trips in the last year
• 60% book travel arrangements on the internet

Activities/Electronics/Technology/Beverages

• 72% made home repairs in the past year
• 38% plan to purchase a digital camera in the next 12 months
• 22% plan to buy a computer in the next year
• Average use of internet is 160 times per month
• Golfers lof on the internet 14 times a week, more than twice the national average
• More than 60% are watching less television to make more time to use the internet.
• 53% purchased products on the internet in the last 30 days
• 77% consumed beer
• 64% consumed bottled water
• 60% consumed wine

Source:  NGF Publication 2003,2004: Beta Research 2003, 2004