You will not be surprised to learn that golfers are spending more time online than ever before, but not every digital platform plays the same role.
Our latest survey of more than 800 golfers shows that while Facebook remains the dominant social media platform for most golfers, they are increasingly using a mix of social media, specialist websites and emerging AI tools throughout their golfing journey.
Facebook still leads - but younger golfers are shifting to Instagram
Facebook remains the most widely used social media platform among golfers, closely followed by Instagram and then X.
However, the picture changes significantly with age. Golfers under the age of 45 are more likely to use Instagram than Facebook, highlighting an ongoing shift in how younger golfers discover and consume golf content.
Engagement also varies considerably by age. Around 43% of golfers under 45 years of age access golf content on social media on a daily basis, compared with 24% of golfers aged 45-64 and 15% of those aged 65 and over.
The findings suggest social media has become a daily habit for younger golfers, while older golfers continue to engage regularly.
Specialist golf websites remain an important destination
While social media is often where golfers discover content, specialist golf websites continue to play an important role.
Alongside Golfshake, respondents regularly visit established UK golf publishers such as Golf Monthly, National Club Golfer and Today's Golfer, as well as international brands such as MyGolfSpy and GolfWRX.
Although golfers are less likely to visit golf websites every day than social media platforms, around half of respondents access golf websites several times each week, demonstrating that dedicated golf websites remain an important source of trusted information, reviews and news.
Golfers increasingly research courses online
Digital platforms play a central role when golfers are deciding where to play.
Almost two-thirds (64%) of respondents research golf courses online before booking, rising to around 75% golfers under the age of 65.
Search engines remain the most popular starting point, used by 70% of respondents, while 65% use specialist golf websites such as Golfshake, Top100 and Golf Empire.
Social media also has a growing influence, with 21% using social platforms to discover courses.
When deciding whether to play somewhere new, recommendations from friends remain the single biggest influence. However, digital content is now almost as important, with golfers placing particular value on a golf club's own website, high-quality image galleries, independent reviews and easy access to scorecards before making a booking.
AI is emerging - but remains in its early stages
Artificial Intelligence is beginning to make its way into golf, although adoption remains relatively modest. Around 22% of golfers under 45 said they have knowingly used AI for golf-related purposes, compared with 12% of golfers aged 45-64 and 8% of golfers aged 65 and over.
Those already using AI are doing so for practical tasks rather than entertainment.
Popular uses include golf swing analysis, asking rules questions, researching courses, planning golf trips, comparing equipment, reading equipment reviews and organising golf societies, tee times and playing groups.
While AI is still a niche tool for many golfers today, the survey suggests there is clear potential for growth as more golf-specific AI services become available.
The takeaway
The survey highlights that golfers are building increasingly sophisticated digital habits.
Social media helps them discover content. Specialist golf websites provide trusted reviews, news and research. Search engines remain the starting point for planning where to play. And while AI is still in its infancy, early adopters are already finding practical ways to improve their golfing experience.
Rather than replacing one another, these platforms are becoming complementary, giving golfers more ways than ever to discover, learn about and enjoy the game.
