NEW YORK--(BUSINESS WIRE)--The Golf Digest Properties (GDP) has released its most comprehensive cross-platform brand study ever. The findings offer never-before-reported demographic insights into the users of the iPad. Other findings include reporting on the readers of Golf Digest, Golf World and Golf World Monday, the visitors to golfdigest.com as well as the customers of the Golf Digest products at Target stores nationwide.
“This study shows that the majority of Golf Digest and Golf World readers engage with those brands in multiple ways reflecting the brand-focused approach we are taking as multi-channel content providers,” said Scott McDonald, Condé Nast’s Senior Vice President for Consumer Research. “The data suggest that these consumers with multiple brand touch points are the most active, the most social, and the most economically attractive of all segments. It is the type of engagement all brands strive for.”
Key findings include:
- Golf Digest iPad app users are on the leading edge as savvy, young, wealthy and accomplished golfers. (Average age: 36, HHI: $279,600, Average liquid assets: 1,312,500, Average handicap: 15 vs. US golfer at 19.8. 8 of 10 are private club members (Index 333 versus the average golfer.)
- GDP iPad app users report that watching video is their top activity on their tablet (71% use it to watch TV shows and movies while 69% use it to watch video clips), but they use it for a variety of purposes including over half, who use it to read published content.
- Among the app users, magazines remain the most popular source for instruction, destinations, equipment and in-depth features. 25% of them read Golf Digest for golf instruction and 30% read it to learn abut golf equipment and accessories.
- Each product’s audience has distinct demographic characteristics, yet they are connected by a common affinity for Golf Digest’s and Golf World’s respective brands. Golf Digest is the market mover and acts as the gateway brand for all GDP platforms, Golf World is a niche group of core, affluent players and Golfdigest.com visitors are defined by their passion and inquisitiveness about the game.
“Through this research, we now have an even deeper understanding of our audience’s passions and needs as they interact with our brands,” said Golf Digest Properties Vice President and Publishing Director, Tom Bair. “We will use these findings to help our advertising partners communicate to their audiences by targeting their message for each of the GDP platforms, be it print, digital, online or mobile.”
Golf Digest Properties is part of Condé Nast and includes Golf Digest, Golf World and GolfDigest.com. Condé Nast, a division of Advance Publications, operates in 25 countries and is home to some of the world’s most celebrated media brands. In the United States, Condé Nast publishes 18 consumer magazines, four business-to-business publications, 27 websites, and more than 30 apps for mobile and tablet devices, all of which define excellence in their categories. Condé Nast has won more National Magazine Awards over the past ten years than all of its competitors combined. For more information about Golf Digest Publications go to www.golfdigest.com and stay connected on Twitter by following @GolfDigestMag.