Analytics Added | November 30th, 2011 | Share Analytics
Analytics Updated | Sat, Oct 6, 2012 at 21:04
Golf marketing analytics reveals there may be almost 170,000 Canadian golfers who own a Tablet and would like a magazine to browse while using it. As BlackBerry PlayBook, Apple iPad – and Tablet ownership generally – increases in Canada, so to will the number of avid golfers who own one. Canadian consumers are expected to continue embracing the use of Tablet PCs. Tablet PC computer ownership in Canada market share estimates indicate that the number of Anglophone and Francophone Tablet owners in Canada will approach 2,105,030 by 2031. Details regarding how the market size has been derived for Tablet-owning Canadian golfers – approximately 170,000 of whom prefer Tablet magazines – are provided later in this post. Livestand from Yahoo!’s personalized, living magazine publishing platform is ideal for marketing golf with images, videos and articles about golf courses, golf tours, golf equipment, and golf accessories.
It is the same approach that wineries might use to conduct Tablet marketing directed at high-spending wine drinkers, as has been mentioned in iPad Marketing Analytics: Livestand from Yahoo! and High-Spending Wine Drinkers. And Yahoo! must leverage Livestand and its content verticals as marketing channels while rumours continue that Microsoft is once again interested in purchasing the online media portal. More details regarding Yahoo! and a possible Microsoft purchase may be read in the following post, Analytics, Yahoo!’s Future and Content Verticals. However, let’s focus on how the market size for Tablet-owning Canadian golfers – approximately 170,000 who favour Tablet magazines – has been derived.
The 2007 Statistics Canada Canadian Internet Use Survey indicates that approximately 73% – or 19.2 million Canadians – are online, Internet users. An Ipsos-Reid Ipsos-Reid 2006 Golf Participation in Canada Survey Report conducted for the Royal Canadian Golf Association (RCGA) revealed that 21.5% – or 5.95 million Canadians – play golf. As a result, an estimated 4.34 million (73% * 5.95 million) Canadian golfers are online, Internet users. Primary market research would likely confirm this number to be higher since Internet usage and golf participation is skewed towards higher-income, middle-aged males: a typical Tablet owner’s profile.
The Ipsos Reid Mobil-ology Study of Smartphone, Tablet & eReader users in Canada confirms that approximately 6% of online Canadians own a Tablet – whether this be a PlayBook, iPad or another brand. As a result, it may be deducted that approximately 200,610 (6% * 4.34 million) Canadian golfers own a Tablet computer. From a recent Matt Duench blog article, we learn that Interesting Data on Tablet Usage, Demographics and Mobile Marketing 65% of Tablet owners prefer magazines delivered to their device: this translates into about 169,396 (65% * 200,610) Canadian golfers who own a Tablet. Again, this is an estimate – but a reasonable one – that a golf marketer might use for a business case to deliver a personalized golf magazine via Livestand from Yahoo!. And it represents a solid base of potential subscribers that will only grow as both Tablet ownership and golf participation in Canada continue to rise.
Written by tumbleweedmarketresearchanalyst
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