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 a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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