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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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