Study: Golf Distance Measuring Device Market Down, but Outpaces Pre-COVID Levels

Source:China Sport ShowRelease time:09-Aug-2023Clicks:

Article From：SGB Media

The Distance Measuring Device (DMD) category declined in 2022, with total U.S. market revenues of nearly $180 million and remains more significant than hybrid clubs and slightly smaller than putters, according to Golf Datatech’s Sixth Edition of a comprehensive study covering the DMD market.

Golf Datatech’s Distance Measuring Device Study 2023, based on a survey of more than 1,500 serious golfers, includes estimates of total market size by key product sub-categories, which are exclusive to Golf Datatech, as well as usage trends, on- and off-course sales, preferences, likes, dislikes, and more.

After riding the wave of popularity in COVID-era golf during 2020 and 2021, U.S. DMD sales were lower in 2022 but remained almost 50 percent above pre-pandemic levels, according to Golf Datatech’s report.

Golf Datatech’s study also found that serious golfers are moving toward lasers and smart watches and away from handheld and dedicated wristwatch DMDs. Additionally, where golfers buy their DMDs has changed over the years, with online purchases soaring, specifically in direct sales from the manufacturer.

“Golf continues to enjoy positive momentum, with total participation elevated and rounds played remaining strong,” said John Krzynowek, a partner at Golf Datatech. “Today’s golfer embraces technology and uses DMDs more frequently. When you combine increased usage/purchasing of DMDs by long-time players with new players wanting their own devices, sales remain at lofty levels.”

Krzynowek said that its research showed the DMD category had moved from a niche product used primarily by excellent players 15 years ago to an essential part of almost every golfer’s equipment today. He pointed out that one of the most significant challenges for manufacturers and retailers today is that DMDs are durable, accurate, rarely malfunction, and don’t quickly wear out.

“Getting current users to buy a new DMD to replace an older model remains challenging,” Krzynowek said.

Golf Datatech’s study offers other insights into preferences and attitudes about DMDs, including how golfers believe lasers are more accurate than GPS-based devices, resulting in future purchase intent shifting toward lasers. Interest in smartwatches also remains high but relatively small compared to GPS devices and lasers.