According to recent research work by Sports Marketing Surveys (SMS), 3 percent of golfers in nine Asian markets have taken up the game within the past year, and 6 percent within the past two years – that is, during the coronavirus-related lockdowns. Also, a quarter of the new golfers are women, and more than half are no older than 40. In the most mature Asian markets, Japan and South Korea, only 19 percent are no older than 40.
Only in Singapore and Taiwan women now account for more than 20 percent of all golfers, which is regarded as a milestone in a part of the world where grassroots golf has been a male-dominated pastime. SMS’ new special advisor for Asia, Eric Lynge, says that women are “vital for the long-term health of the sport. In the short term, too, there are clear benefits to diversifying the player base, not least that these are demographics that advertisers and partners are keen to appeal to.”
The survey in question, titled Asian Golf : Playing Habits 2021, is available free of charge online.
