Brian
Lets say the guy that plays 20-25 rounds per year.
Harvey, I would say that is above average in my opinion. At 24 rounds per year, that's 2/month but not really given he won't play much in the depths of winter, so more like 3 rounds per month during the season, would you agree?
At three rounds, he falls into a pretty heavy user group.
I'm sure someone has done the survey but I'm thinking average in the US is probably once a month at best with some driving range trips thrown in.
All that said, in my opinion, the "average" golfer is looking for value. Value in terms of cost vs conditions, cost vs time, cost vs ambiance, etc, etc. I know lots of average golfers who will shell out $150 per round on a "Name" course but won't do it often. They will then get up in arms over bad conditions on a $50.00 or less course.
I'm a firm believer that most amateur golfers value conditions of play above anything else. Give them great greens that putt true and they will put up with almost anything, then let them get around in a decent amount of time and you have a winner. Most don't want 10 guys pawing clubs from car to cart (my personal pet peeve), don't care about the beverage cart, don't need yardage books for $5.00 or cart based GPS or expensive cigars in the pro shop. Most, I'm convinced, could care less about good architecture! The horror!!!
What gets most people worked up faster than anything? - greens aeration and paying full boat....no one really complains though when the fairways and tees have been punched.
So that makes most looking for:
1. A good, not great course design wise
2. Pace of play - everyone expects 4 hours and will live with 4 1/2. 5 is way too long for most.
2. Good conditions with greens being most important
3. A place to buy a hotdog/bag of chips and soda/beer
4. A driving range/practice area
The rest fall off pretty quickly according to my informal poll