• by Gavin O'Malley  @mp_gavin, April 29, 2013

Around the offices of the PGA Tour, there’s never been much question about audience. “They’re old, rich, white males,” Andrew Chapman, manager of site analytics at the non-profit, told Search Insider Summit attendees on Monday. “They’re golfers; we know that.” Yet, as Chapman explains, recent advances in data collection have shed new light on the Tour’s audience. For one, only about 38% of viewers are fully employed -- considerably more than the 25% of viewers who are retired, according to Chapman, citng comScore data.

Needless to say, such findings factor into the Tour’s marketing and content distribution strategy. “I always go for my phone first, but that’s not who our audience is,” Chapman said. “Our retired audience, when they’re at home, they’re almost always on their desktops … if they can’t watch the telecast.”