2000 Golfers and the Internet Study Volume II to be Released

Study reveals golfers' online golf purchases greatly increased in 2000

Among avid golfers who use the Internet, 62% have bought a golf product online and of those
respondents, 95% rate their overall experience of purchasing online either excellent or good. This is according to a study that will be released next week by Golfweek and Golfweek.com, entitled Golfers and the Internet Volume II.

Golfweek's Golfers and the Internet, a study conducted this summer, is a
revealing look at how golfers utilize the Internet for golf information and products, with a special emphasis on golf e-commerce. Golfers and the Internet was conducted by Golf Datatech L.L.C., a leading golf research firm located in Kissimmee, Fla.

This is the second study Golfweek and Golfweek.com have released focusing on the impact the Internet has had on the lives of avid golfers. The 1999 study was the first study of its kind, asking avid golfers how and why they access the Internet. The 1999 study showed that avid golfers accessed the Internet an average of 8.8 hours a week and 52% had purchased a golf product online. The 2000 study revealed a strong increase in Internet usage and online purchases by this group, showing that avid golfers now spend an average of 11.3 hours a week
online and 62% have purchased a golf product over the Internet.

"Any company marketing to the avid golfer - a highly targeted consumer with a generous amount of spending power - should utilize this study's information to better understand how to earn this customer's business online," said Golfweek and Golfweek.com publisher Jim Nugent.

Among the more interesting findings are:
61% of avid golfers access golf product information online (up from 53%
in 1999)
47% have bought golf balls over the Internet (up from 24% in 1999)
41% plan to purchase more online over the next 12 months
40% regularly visit golfsmith.com
33% regularly visit callawaygolf.com

"We believe that the entire golf community - manufacturers, associations, Web sites and the media - will need this information to further develop their golf information or golf e-commerce Web sites," said Golfweek.com business manager Rich Baker.

To purchase Golfweek's Golfers and the Internet Volume II, call toll-free 1-877-805-4653. The study is $495.

Founded in 1975, Golfweek is the journal of record for competitive golf.  It delivers the most complete news and information about the game, the people and the industry, to golf's most important audience. The Golfweek Group, owned by Turnstile Publishing Co., includes Golfweek, Golfweek's Superintendent News, Golfweek.com and Turnstile's Golf & Travel. Headquarters for The Golfweek Group is in Orlando, Fla.

Quick Facts From Golfweek's 2000 Golfers and the Internet Study
General Usage
Total hours online per week: 11.3 hours
52% of avid golfers spend more time online this year (2000) as compared
with last year (1999)
48% of respondents say they watch less television so they can use the
Internet (down from 58% in 1999)

Internet and Golf
54% access golf news on the Internet
61% access golf product information online (up from 53% in 1999)
41% access golf tournament scores
11% access tee times (up from 6% in 1999)
38% of respondents have bought a driver over the Internet (up from 20%
in 1999)
95% rate their overall experience of purchasing online either excellent
or good
72% say free shipping would increase their Internet purchases
28% say they would never purchase golf shoes online

Of the most visited golf manufacturer sites:
33% of avid golfers regularly visit callawaygolf.com
30% regularly visit titleistgolf.com
25% regularly visit taylormadegolf.com
31% regularly visit none

Demographics
Male :  90%
Female:  10%
Mean Age:  47
Mean Household Income: $88,000
Mean Handicap:  16
Mean rounds of golf played in past 12 months:  58.9

METHODOLOGY
Golfweek's 2000 Golfers and the Internet study was conducted in two
waves by Golf Datatech, L.L.C. in May and June 2000. In the first wave,
5,000 known avid golfers were contacted via direct email and asked to
participate in an Internet survey. Over 1,800 replies were received.
After duplicates and incomplete surveys were eliminated, 1,787 qualified
and complete replies were available for analysis. In the second wave,
4,000 known avid golfers were contacted via direct mail and asked to
fill out the survey and return it via a return postage paid envelope.
528 completed replies were received. In total, 2,315 replies were
received. Each respondent was provided with an incentive of
participating in a drawing for unspecified golf equipment to increase
participation.