General Demographics
- Average Household Income: $87,300
- Average Total Net Worth: $768,400
- 30% Top Management
- 83% Professional / Managerial
- 26% Own their own business
- 95% Male
- Average 39 years of age
- Married
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Automotive
- 26% Plan on purchasing a new vehicle in the next 12 months
- 60% Purchased a new vehicle in the past year
- They Own / Lease an average of 2.3 vehicles
- 45% purchased new tires in the past year
Finance & Investments
- Average total value of all investments: $663,000
- 81% possess Visa Cards, 71% Mastercard, 33% American Express
- Average monthly HH credit card expenditure: $1,575
- 58% consult a professional Financial Advisor
- 91% own a principal residence, 18% a second residence
- Average value of principal residence: $380,000
- 21% plan on buying property located on or near a golf course
Golf Participation & Equipment
- $17 billion annually is spent on Golf Participation & Equipment
- Playing an average of 25.1 years
- Played an average of 58.1 rounds last year
- Spent an average of $311 on golf apparel in the last year
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Travel
- Average number of vacation days in the last year: 6.4
- Average cost of principal vacation: $2,800
- 44% took trips outside the US in the past 3 years
- Rented a car an average of 7.5 times in the last year
- Averaged 5.5 airline trips in the last year
- 60% book travel arrangements on the internet
- Averaged 9.5 rounds of Golf on vacation in the last year
Activities, Goods
- 72% made home repairs in the past year
- 38% plan to purchase a digital camera in the coming year
- 22% plan to purchase a computer in the coming year
- Averaged using the internet 160 times last month
- Golfers log on the internet 14 times a week (over twice the average)
- More than 60% sacrifice Television time for more Internet time
- 53% purchased products on the Internet last month
- 77% consumed beer
- 64% consumed bottled water
- 60% consumed wine
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Sources: NGF Publications 2003,2004; Beta Research 2003,2004