Off Topic: Who’s Watching The Ryder Cup?

Given the excitement around the Ryder Cup, I decided to do a second post in a row focused on sports. So I went back into Temkin Group’s benchmark study of 10,000 U.S. consumers to see who likes to watch golf on TV.

Golf isn’t extremely popular—only 14% of consumers like to watch it on TV. Interestingly, though, the golf audience has some very distinct characteristics. As you can see in the chart below, the sport appeals mostly to old, wealthy, and Asian consumers.

It turns out that golf is also a man’s sport. Across every age group, men enjoy watching golf significantly more than women. The largest gender gap, 28 percentage points, exists with the oldest consumers.

The bottom line: Lots of grandmothers are looking for something to do today

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I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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