The Fitness Consumer - Zoom Media

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Zoom Media has certainly established its presence in the fitness industry with over a decade of experience in the business. Zoom teamed up with GfK Research, one of the largest global research companies in the world to gain objective insights into this consumer. This is the 1st time that anyone has done a deep-dive into this consumer segment. From this research we learned that fitness consumers overwhelmingly share attitudes and behaviors which make them a highly valuable consumer segment.

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  • Version 1: female
  • Source- GfK MRI, Fall 2011, penetration of fitness consumers. Population based on U.S. Census Bureau figures for Total Adults 18+, 2010 release.
  • Source: GfK MRI, Fall 2011, Based on total & average expenditures across all discretionary spend categories available in MRI.
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  • The Fitness Consumer - Zoom Media

    1. 1. THE FITNESS CONSUMERZoom Media & Marketing 2012 zoommedia.com
    2. 2. Table of ContentsSize & Power 3Health Lifestyle 7Well Rounded 11Attitudes 14Social 21Shopping & Brands 24Travel 27Fashion 28Auto 30Tech 31Food Aficionados 34Finance 35First to Try 37Recommenders 38Roper Influentials 40
    3. 3. Generation YMillennials Generation X GenBABY BOOMERS The Fitness Wired Net Consumer Generation ZGeneration Generation WiFi EchoAlways-On Generation BoomersAlpha Moms Generation Next
    4. 4. 20% US AdultsSource: GfK MRI, Fall 2011, penetration of fitness consumers based on membership to a gym/fitness club.Population based on U.S. Census Bureau figures for Total Adults 18+, 2010 release.
    5. 5. Fitness Consumer Spend 24% Total US Discretionary Spending Index 131 Versus Non-fitness Consumers $1.1 TrillionSource: GfK MRI, Fall 2011, Based on total and average expenditures across all discretionary spend categories available in MRI.
    6. 6. © 2012 Zoom Media Corp. All Rights Reserved. 6
    7. 7. Concerned with their health and well-being Index 183Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative ofthe total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. 7
    8. 8. Passionate about their health clubs Is important “me” time 87% It’s something they love 62%Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology isrepresentative of the total US population. Index based on health club members vs. non-health club members surveyed.© 2012 Zoom Media Corp. All Rights Reserved. 8
    9. 9. Regularly recommends on health & wellness Index 193 I like to try the newest and latest healthy lifestyle products first Index 188 I work out to feel good & look good for myself Index 142 Healthy Lifestyle Being physically active is Regularly participates in important to my overall health health & nutrition Index 167 Index 167Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US Population.Index based on health club members vs. non-health club members surveyed. © 2011 Zoom Media Corp. All rights reserved. 9
    10. 10. A Positive Receptive MindsetWorking out Enhances Mood84%After63%During28%Before working out Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club 10 members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.
    11. 11. Watching/Going Home decorating/ Gourmet Cooking/ Attending cultural/ to the movies Furnishing Fine Foods/Wine Arts events Index 114 Index 136 Index 169 Index 179 Well-Rounded Travelling Internationally Index 220 Gardening Crafts Photography Index 117 Index 124 Index 119 Wildlife/ Automobile TravelEnvironmental Investments Work Domestically Issues Index 218 Index 120 Index 155 Index 125 Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. 11 non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.
    12. 12. Sports Pop culture Index 138 Index 153 Broadly knowledgeable and experienced Personal finances & Politics Travel investing Index 129 Index 179 Index 157Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed. 12© 2012 Zoom Media Corp. All Rights Reserved.
    13. 13. New News & Fashion Music information Movies technologies Index 218 Index 193 Index 148 Index 138 Index 130 In-the-knowSource: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology isrepresentative of the total US population. Index based on health club members vs. non-health club members surveyed. 13© 2012 Zoom Media Corp. All Rights Reserved.
    14. 14. I am open to trying new things Index 125 A strong desire to learn Regularly spend time I want to explore and reading books, magazines learn about new things or newspapers Index 118 Index 117Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95%Confidence Level. Online methodology is representative of the total US population. Index basedon health club members vs. non-health club members surveyed.© 2012 Zoom Media Corp. All Rights Reserved. 14
    15. 15. Driven Goal-oriented Index 153 Self-improvers Index 149 Take-charge Index 139 Aspiring to get ahead Index 138 Leaders Index 136Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology isrepresentative of the total US population. Index based on health club members vs. non-health club members surveyed. 15© 2012 Zoom Media Corp. All Rights Reserved.
    16. 16. Positive Confident Index 132 Optimistic Index 128Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative ofthe total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. 16
    17. 17. Asking for a raise in salary Planning for retirement Index 114 Index 133 Self-Assured Negotiating to buy a car Index 114 Buying and selling stocks to make money Index 141 Discussing politics Index 115Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology 17is representative of the total US population. Index based on health club members vs. non-health club members surveyed.© 2012 Zoom Media Corp. All Rights Reserved.
    18. 18. Motivated Ambitious Self-starter Competitive Index 131 Index 129 Index 141Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology isrepresentative of the total US population. Index based on health club members vs. non-health club members surveyed. 18© 2012 Zoom Media Corp. All Rights Reserved.
    19. 19. Successful Successful in career Index 151 Success at work is important Index 117Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology isrepresentative of the total US population. Index based on health club members vs. non-health club members surveyed. 19© 2012 Zoom Media Corp. All Rights Reserved.
    20. 20. More Satisfied Income Index 136 Current job/Career Index 133 Control over the way things are going in life Index 122 Life in General Index 118 Role as a spouse/partner Index 117Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% ConfidenceLevel. Online methodology is representative of the total US population. Index based on health club membersvs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. 20
    21. 21. Socially Active I initiate plans Index 167 I consider myself very social Index 157 I prefer to be busy and active Index 143 Family and friends are an important part of my health and well-being Index 125Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed. 21© 2012 Zoom Media Corp. All Rights Reserved.
    22. 22. Connected Connecting Doing charity Community with others is work is important Involvement important to me to me Index 177 Index 140 Index 125Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed. 22© 2012 Zoom Media Corp. All Rights Reserved.
    23. 23. Social& MobileNearly 2X more likely toaccess social networkingsites via tabletHeavy social mediausers Index 123Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% ConfidenceLevel. Online methodology is representative of the total US population. Index based on health club membersvs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. 23
    24. 24. Experienced shoppers Index 119 Avid Consumers I think shopping is ` I like to shop around a great way to relax before buying Index 131 Index 118Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95%Confidence Level. Online methodology is representative of the total US population. Index basedon health club members vs. non-health club members surveyed. 24
    25. 25. PreferPremium BrandsVersus lower quality alternatives Index 161Buy based on quality, not price Index 143Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level.Online methodology is representative of the total US population. Index based on health club members vs. non- 25health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.
    26. 26. Brands reflectpersonal stylePay extra for products consistentwith desired self-image Index 161Buy brands that reflecttheir style Index 143The brands I buy are areflection of myselfIndex 140Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54,95% Confidence Level. Online methodology is representative of the total US population.Index based on health club members vs. non-health club members surveyed. 26© 2012 Zoom Media Corp. All Rights Reserved.
    27. 27. First to try new travel Plan vacations with products and brands family & friends Index 188 Index 167 Experienced travelers Travel internationally Index 179 Index 220 Ideal Travel Target Regularly Travel recommend travel domestically Index 182 Index 155Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed. 27© 2012 Zoom Media Corp. All Rights Reserved.
    28. 28. Consider Appearance is very important First to try fashion themselves Index 183 “fashionable” Index 114 Index 165 Influenced by what’s Regularly recommend hot and what’s not on fashion Index 157 Index 188 Fashion Savvy In the know on Experienced emerging fashion trends with fashion Index 218 Index 167Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed. 28© 2012 Zoom Media Corp. All Rights Reserved.
    29. 29. First to try shopping Experienced shoppers Index 127 Index 119 Active Shoppers Regularly recommend on shopping Index 128Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed. 29© 2012 Zoom Media Corp. All Rights Reserved.
    30. 30. Experienced Index 117 Regularly recommends on automobiles Confident in negotiating Index 123 to buy a car Index 114 Auto Enthusiasts Activities: First to try: Automotive Automobile work Index 150 Index 120Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative ofthe total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. 30
    31. 31. First to try new Access social Heavy social media user technology media via tablet Index 123 Index 119 Index 187 Access social Regularly In the know: media via recommends Experienced Technology smartphone technology Index 111 Index 138 Index 144 Index 117 “Tech-Thusiasts” Regularly asked for advice Likes to explore new things Index 192 Index 118Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed. 31© 2012 Zoom Media Corp. All Rights Reserved.
    32. 32. Technology helps make my life more organized Index 130 I like to keep up with latest developments in technology Index 125 I enjoy reading about new technology products Index 124 Passion for Technology Technology helps me I am fascinated to relax/unwind by new technology Index 118 Index 115Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed. 32© 2012 Zoom Media Corp. All Rights Reserved.
    33. 33. Before buying electronics, I do as much research as possible Before buying new technology Index 129 or electronic products I pay more attention to advertising for that product I like technology that is different Index 146 and sets me apart from the crowd Index 136 Technology Shoppers The technology products I own I am willing to pay more for reflect who I want to be seen as top quality electronics Index 153 Index 150Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed. 33© 2012 Zoom Media Corp. All Rights Reserved.
    34. 34. Experienced Index 115 First to try food & cooking Index 126 Activities: Gourmet cooking/Fine foods/wines Index 169 Food Aficionados Regularly recommends In the know on food and cooking Index 115 Index 123Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodologyis representative of the total US population. Index based on health club members vs. non-health club members surveyed.© 2012 Zoom Media Corp. All Rights Reserved. 34
    35. 35. Regularly recommends Experienced Index 165 Index 157 Finance & Investing Experts How much money First to try I make is important Index 155 Index 110Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of thetotal US Population. Index based on health club members vs. non-health club members surveyed. © 2011 Zoom Media Corp. All rights reserved. 35
    36. 36. Planning for retirement Index 133 Buying and selling stocks to make money Index 141 Dealing with financial advisors Index 130 Financial Confidence Obtaining a mortgage Deciding how to save Index 126 Index 112Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of thetotal US Population. Index based on health club members vs. non-health club members surveyed. © 2011 Zoom Media Corp. All rights reserved. 36
    37. 37. Food & Cooking Travel Pop Culture Index 126 Index 188 Index 133Fitness & Exercise Index 283 First to Try New Products & Brands Personal Finance Shopping Health & Wellness Politics & Investing Index 127 Index 207 Index 142 Index 155 Sports Automotive Technology Fashion Index 182 Index 150 Index 119 Index 183 Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. 37 non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.
    38. 38. Active Recommenders Give advice extremely/very often Index 192 Comfortable giving advice to others Index 120 More likely to recommend Index 118Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology isrepresentative of the total US population. Index based on health club members vs. non-health club members surveyed. 38© 2012 Zoom Media Corp. All Rights Reserved.
    39. 39. Food & Cooking Travel Pop Culture Index 123 Index 182 Index 133Fitness & Exercise Index 276 Areas of Recommendation Personal Finance Shopping Health & Wellness Politics & Investing Index 128 Index 193 Index 126 Index 165 Sports Automotive Technology Fashion Index 165 Index 123 Index 117 Index 188 Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. 39 non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.
    40. 40. Roper Influentials ™ Index 207Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults18-54, 95% Confidence Level. Online methodology is representative of the totalUS population. Index based on health club members vs. non-health club memberssurveyed. Roper Influential based on GfK Roper Influential scale.© 2012 Zoom Media Corp. All Rights Reserved. 40
    41. 41. Desirable Confident & Optimistic Active Recommenders Brand Reflects Personal Style Social & Mobile CONNECTED Receptive Mindset DRIVEN Motivated Well-rounded Positive and Avid Consumers “In-the-know” A Strong Desire to Learn ZoomFitness Passionate About Their Health Club TM Concerned with Their Health & Well-being More SatisfiedSUCCESSFUL Prefer Premium Brands Roper Influential TM BROADLY KNOWLEDGEABLE AND EXPERIENCED Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved.
    42. 42. APPENDIX zoommedia.com
    43. 43. MethodologyGfK Zoom Fitness Thought Leadership StudyStudy Conducted by GfK Custom Research North AmericaSample size2,010 adults 18-54 years of age broken out into the following two cells:• Gym Members (1) - Qualified respondents (N=1,008) were current member of a gym or health club at time of survey, but not joined in the past month.• Non-gym Members (2) - Qualified respondents (N=1,002) were not current member of a gym or health club at time of surveyOnline Survey: Online methodology utilizing GfK’s proprietary panel. Incentivized survey took approximately 25 minutes88% of A18-54 are online, which is makes this online methodology representative of the total US population(Source: MRI Fall 2011, Base = A18-54)GfK panels are:• Multi-Sourced. Panelists are recruited online via a wide range of permission e-mail recruitment, affiliate networks and web site advertising, avoiding potential bias associated with panel recruitment from a single source or single methodology.• Research Only. GfK panelists are only contacted for the purposes of conducting market research. These panelists are not exposed to third party advertising or direct marketing campaigns, nor is their personal data sold to third parties.• Carefully managed. Panelists are invited to take surveys based upon a set of panel management rules. These rules are designed to minimize possible biases and to provide a positive experience for the panel member. Each panel has a dedicated panel support team available to provide help and assistance to the panelists.• Frequently refreshed. GfK continually recruits new members to ensure ongoing access to fresh panelists.© 2012 Zoom Media Corp. All rights reserved. 43
    44. 44. THE FITNESS CONSUMERContact: Fred Schonenberg, EVP National Salesfschonenberg@zoommedia.com zoommedia.com

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