"Rooms Dominated by 4050 Generation, MZ Generation Absent: Screen Golf Usage Rate Nears 80%"

Analysis of Embrain Screen Golf App Usage
COVID-19 Spurs Temporary Rise in MZ Golfers
Screen Golf Dominated by 4050 Over 2030 Age Group

Since COVID-19, the screen golf market has seen a massive influx of young people in their 20s and 30s, prompting the industry to launch 'MZ marketing,' but analysis shows that the main consumer base remains the 40s and 50s age group.

On the 31st, market research firm Embrain conducted data analysis on 'screen golf application (app) usage,' revealing that last year’s screen golf usage rate was 74.7%, an increase of 27.9 percentage points compared to the previous year. Contrary to expectations of a peak out in the golf industry due to recession concerns, screen golf usage has steadily grown.

[Image source=Yonhap News]

The growth of the market was driven by the 40s and 50s age group. Screen golf app usage rates were 5.7% for those in their 20s, 16.6% for their 30s, 33.4% for their 40s, and 44.4% for their 50s, showing that the 40s and 50s age group overwhelmingly outnumbered the 20s and 30s. Usage rates of 'Friends Screen,' targeting the MZ generation, were also dominated by the 40s and 50s with 0.6% for 20s, 1.4% for 30s, 2.4% for 40s, and 2.8% for 50s.

Embrain commented, "As golf culture rapidly spread after COVID-19, the 40s and 50s age group, representing the core consumer base driving golf industry growth, is expanding their usage to platforms offering more diverse services," adding, "To secure future screen golf usage rates, capturing the 40s and 50s, who remain the core consumers of the golf industry, may be crucial."

Embrain’s Trend Monitor survey also raised questions about the sustainability of the 20s and 30s customer base. According to the survey, 12.2% of those in their 20s and 30.8% of those in their 30s responded that golf is "an exercise necessary for social life." Additionally, 11.0% of people in their 20s and 30.8% in their 30s said they started golf due to "recommendations from senior or junior colleagues at work."

This indicates that there are quite a few cases where golf was experienced involuntarily due to others. Embrain stated, "It can be inferred that golf population attrition may somewhat increase, especially among those in their 30s," and forecasted, "As the 20s and 30s reduce consumption and exit the golf market, future target marketing strategies in the golf industry will be more important than ever."