Our studies show that both genders seem to have common ground, but one factor is VERY important to females.
Generally, we would all agree that when a couple is searching for the perfect club community to join, in most cases, the man picks the golf course and the woman picks the home. In terms of our studies, we tend to agree with that statement, as 81% of our ProGuide3s submitted, are completed my men. However, in the last six months the trend of female participation in the club search has grown significantly, from 2% to 12% of all ProGuide3s completed.
Once we had amassed significant sample sizes (of more than 5,000 completed ProGuide3s) to review the analytics of each gender, we wanted to start with “Motivation.” What internal factors mean the most to both men and women while they are searching for the perfect club to join? Let’s take a look!
In the hierarchy of importance below, are the Top-11 Internal Motivators as ranked by men and women who completed the ProGuide3, and how they compare with one another: