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Over 10,000 respond to Asian Golf Survey

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The Asian Golf Survey conducted is the first major project unveiled by Sports Marketing Surveys (SMS) Asia since its launch in March 2021.


The survey asked…. Has there been an increase in golfing in Asia?


If so, is this a result of existing golfers playing more and/or new golfers coming into the game? If they are new golfers, why did they pick up the game? Where are they playing, practicing, buying equipment and socializing. What will keep them playing after pandemic restriction ease?


The research questionnaire was made available in seven languages, taking advantage of SMS Asia’s local links and specialist distribution partners.


10,500 golfers took part


In total, more than 10,500 responses were received from golfers across the continent.


The survey covers golfers in India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, and Thailand.

Consolidated comparative results and specific territory results will be released by SMS in the coming weeks.


Major successes like Hideki Matsuyama’s Masters triumph, Yuka Saso’s win at the Ladies’ US Open, Mone Inami’s Silver medal and CT Pan’s bronze medal at the Tokyo 2020 Olympics have already boosted Asian golf in 2021.


The playing habits survey builds on this impetus, generating actionable insight that federations, brands, retailers, and events across Asia can use to grow the game at grassroots level.


This is the first in a series of industry surveys across the region on the golf consumer and industry. Knowledge is power. 


The report will look at the participating territories while also comparing and contrasting key differences within each market.


It will serve as an essential guide for any golf businesses selling or investing in a specific country, as well as supporting federations and venues in assessing how to offer the facilities and initiatives that can drive future growth.


Questions focus on who plays golf in each market, and how, where when and why they play. This means insight on playing, training, buying, post-round socializing, and following golf in the media.


The impact of Covid-19 on activity will also be assessed to establish the sustainability of trends and project future behaviour. 


Fieldwork took place in July and August 2021. Reporting will be available in Q4 2021. 


To express interest in purchasing the research or for more information about Sports Marketing Surveys in Asia, please contact Eric Lynge.


[email protected]


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