Off Topic: Tennis Draws the Most Educated, Soccer the Most Wired

I’m very excited today and it has nothing to do with my family or customer experience. It’s all about sports analytics. Those two words mesh together for me like chocolate and peanut butter. Today and tomorrow is the MIT Sports Analytics Conference. I had an amazing time last year and I am truly looking forward to the next two days filled with geeky discussions about little known statistics and fascinating sports stories. This event draws the who’s who of the sports world including Mark Cuban, Stan Van Gundy, Buster Olney, Daryl Morey, Herm Edwards, Michael Lewis, Nate Silver, and Peter King.

To prepare for the conference, I dug into our consumer benchmark study to examine other sports enthusiasts. We have an enormous amount of data on these people. Just for fun I decided to look at educational levels and mobile web usage. As you can see in the chart below:

  • Tennis, soccer, and golf enthusiasts are the most educated
  • Soccer enthusiasts are the most wired
  • Golf enthusiasts are the least wired
  • NASCAR enthusiasts are the least educated


What does all of this mean? Probably nothing, but it helped to put me in the mood for the conference.

Bottom line: Yes, I am a sports nerd.

Written by 

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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