3rd Golf Survey Vol. 2: A thorough comparison of the lifestyles of golfers of each generation: 20s, 40s, and 60s!

2021.11.05 Press Releases
T Point Japan Co., Ltd.

-Analysis of the characteristics of golfers of each generation, separated by gender, from a database of 70 million people-

T Point Japan Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura) conducted the first "Golf Questionnaire Survey" in December 2019 and the second in July 2020 to consider the future of the golf industry in light of recent challenges in the golf market. We have now conducted our third survey, and following on from Vol. 1, "Survey on the Actual Situation of Golfers During the COVID-19 Pandemic," which was released in September, Vol. 2 will feature a special edition based on lifestyle data from an analysis of the T member database, titled "A Thorough Comparison of the Characteristics of Golfers in Their 20s, 40s, and 60s!"We also plan to release Vol. 3, "Analysis by Golfer Type," around December.

The third "Golf Survey" Vol. 1, released in September 2021, revealed that there is growing demand for golf as a lifelong sport that can be enjoyed by families of all ages while avoiding crowds even during the COVID-19 pandemic. In this analysis, golf is gaining attention as a lifelong sport, and from an analysis of a database of over 70 million T members, we extracted points in which "people who play golf" stand out from the overall average for each gender in terms of lifestyle and inclinations. We then classified them into "golfers in their 20s," "golfers in their 40s," and "golfers in their 60s," and considered the characteristics of golfers of each generation.

■What is a "golfer in his 20s"?
The analysis was conducted on people in their 20s born between 1992 and 2001. She is in her 20s and has entered the Reiwa era, and other successful golfers of her generation include Hideki Matsuyama and Hinako Shibuno.

■ Observations on "golfers in their 20s": The "communicative golfer generation" who value connections with colleagues and friends
●Men
Male golfers in their 20s tend to live in dormitories or company housing as they work in field sales, so it is expected that they will have many opportunities to come into contact with golf in their daily lives and be close to their workplace community. Also, because of their high level of "connection-oriented" nature, they likely enjoy playing "communicative golf" with colleagues, seniors, and juniors. Other characteristics of this group include a high level of fashion sensitivity, with Tesla being cited as the car of greatest interest and a preference for new things.
Additionally, there is a high tendency for readers to read magazines such as Diamond ZAi, Zexy, and Tamago Club, which suggests that many people are actively gathering information and enjoying golf even as their life stages change, such as marriage and child-rearing.

●Women
Female "golfers in their 20s" are expected to have many interactions with many people in a variety of occupations, such as "professionals" and "store sales," and compared to male "golfers in their 20s," they may be more likely to enjoy golf in a wide range of communities, including workplaces, family, and friends. In terms of interests, women tend to have more hobbies than men, such as "pets" and "art," but they are also highly interested in "beauty" and are likely to pay attention to fashion, such as golf wear. In addition, their tendency to be "connected" and "like new things" suggests that, like men, they have a playing style that emphasizes communication and a high level of fashion sensitivity.
Furthermore, there is a high tendency for women to read magazines such as "Zexy," "Nikkei Woman," and "Hiyoko Club," so it may be that, like men, many women continue to enjoy golf even as they go through changes in their life stages, such as marriage and child-rearing.

■What is a “golfer in his 40s”?
The analysis was conducted on people in their 40s born between 1972 and 1981. Golfers who were in their 20s during the Heisei era and are still active today include Tiger Woods, Miyazato Ai, and Maruyama Shigeki.

■ Consideration of "Golfers in their 40s": Balancing work, family and golf? "The active and proactive golfer generation"
●Men
Based on the tendency for male golfers in their 40s to live in condominiums and have a high amount of savings, it is expected that many of them play golf while having a family and having reached a stage in life where they are married and raising children, in addition to having financial stability. They also have a strong preference for the latest items and for active consumption, and as the importance of golf as a form of business communication increases for people in their 40s who are in the prime of their working lives, they are likely to be actively investing in golf and are enthusiastic about both their on and off-duty golfing.
Furthermore, there is a strong tendency for people to read magazines such as Golf Digest, Nikkei Money, and Diamond ZAi, which suggests that while they have a high interest in investing, they also pay attention to the latest topics in the golf industry through specialized magazines.

●Women
Even among female golfers in their 40s, there is a strong tendency for them to be career-oriented and "family-oriented," so it is expected that many of them are at a stage in life where they are getting married and raising children. In addition to "beauty" and "pets," "health" was also listed as a top interest, suggesting that male golfers have a stronger health consciousness when it comes to golf than female "golfers in their 20s."
Furthermore, there is a strong tendency for people to read magazines such as "MonoMax," "Nikkei Health," and "BE-PAL," which shows that they have an active side, with a high interest in outdoor activities such as camping.

■What is a “golfer in his 60s”?
The analysis was conducted on people in their 60s born between 1952 and 1961. Golfers who were in their 20s during the Showa era and have been active since then include Isao Aoki, Jumbo Ozaki, Tsuneyuki Nakajima, and Hisako Higuchi, who were active during the AON era.

■ Thoughts on "golfers in their 60s": Alcohol and golf bring harmony to couples! "The health-conscious golfer generation"
●Men
Male golfers in their 60s have a high level of savings and a tendency to enjoy drinking alcohol every day, which suggests that they have a more financially and time-comfortable lifestyle compared to other generations. On the other hand, they have a morning-type lifestyle and are highly interested in healthy foods, so they appear to be more health-conscious than male golfers of other generations. There may be a strong tendency for people to satisfy their need for "health" that comes with aging through the familiar game of golf.
Additionally, there is a strong tendency for people to read magazines such as "Golf Digest," "Weekly Par Golf," and "Albatross View," suggesting that compared to other generations, they gather information from golf magazines.

●Women
Among female golfers in their 60s, the majority are full-time housewives. The frequency of drinking is also "every day," which is overwhelmingly higher than that of golfers of other generations. On the other hand, in terms of preferences, a health-conscious diet is cited, including a preference for natural foods and domestically produced products, and "health" continues to be cited as an interest. These characteristics are similar to those of male "golfers in their 60s," suggesting that they enjoy playing golf with their "golfers in their 60s" spouses while sharing the same lifestyle.
In terms of magazines, there is a strong tendency for people to read "Otona MUSE" and "GLOW," which suggests a strong tendency for people to read fashion magazines, and a high level of interest in beauty and fashion.

■Summary: The way people enjoy golf changes flexibly in line with changes in life stages and communities.
Golfers in their 20s are a trend-conscious young generation that tend to enjoy playing golf with colleagues, friends, family, etc. as a form of communication. On the other hand, golfers in their 40s appear to be actively enjoying golf both privately and professionally, balancing it with family life due to changes in their life stages such as marriage and child-rearing. Golfers in their 60s seem to enjoy playing health-conscious golf with their spouses. From the above, it can be assumed that golf is enjoyed as a lifelong sport, with its goals and inclinations changing flexibly to suit the life stages and communities of each player's generation.

▼Analysis of golfer characteristics by age group

■If you have any questions or requests regarding the data, please feel free to contact us at the "Contact Information" below.

*Previous "Golf Questionnaire Survey"

■ Survey overview
Survey period: Wednesday, August 18, 2021 to Tuesday, August 24, 2021
Survey organization: CCC Marketing Co., Ltd. T Survey (online survey of T members)
Survey target: Nationwide / Men and women / aged 20-79
Subject screening: Whether or not you have played golf on a golf course or at a driving range in the past year
Number of subjects: 1,784 (1,242 men, 542 women)

Materials related to this matter

3rd Golf Survey Vol. 2: A thorough comparison of the lifestyles of golfers of each generation: 20s, 40s, and 60s!

Inquiries regarding this matter
T-Point Japan Co., Ltd. Public Relations Officer: Nonaka
TEL: 03-6800-4464