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Media Influence on Consumer Choice: Health and Fitness Clubs

Ad-ology
June 23, 2009
47 Pages - SKU: ADL2406350

Abstract Table of Contents Search inside this report Related Reports

Countries covered: United States

Current numbers indicate there are more than 30,000 health/fitness clubs in the U.S. today, with more than 40 million members. In addition to fitness minded adults, health club users may include older adults, kids, people with post-rehabilitation needs and others. Increasing membership may be difficult in the current economy, and reaching potential clients via advertising becomes increasingly important. This report includes extensive detail on the level of influence 20 different types of online and traditional media had on health and fitness club choice. Online media covered: Email, Health Web sites, Store/Pharmacy Web sites, News Web sites, Online Yellow Pages, Search Results, Sports Web sites, Online Video. Social media types covered: Blogs, Forums, Negative Comments, Positive Comments, Product Reviews, Social Networks. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, Television, Yellow Pages.

I. Executive Summary
II. Survey Findings
III. Consumer Spending
IV. Methodology+Definitions
TABLE OF FIGURES: 1. Percentage of U.S. Adults That Have Used the Internet to Research Topics Related to Exercise or; Physical Fitness Recently; 2. Percentage of U.S. Adults That Have Been Members of a Health/Fitness Club or Gym in the Last 12; Months; 3. Demographic Analysis of U.S. Adults That Have Been Members of a Health/Fitness Club or Gym in the; Last 12 Months; 4. Percentage of U.S. Adults That Have Had a Triggering Event Prompting the Decision To Become A; Member of a Health/Fitness Club or Gym Recently; 5. Factors that are Most Important in Becoming Members of a Health/Fitness Club or Gym (U.S. Adults; 18+); 6. Factors that are Most Important in Becoming Members of a Health/Fitness Club or Gym by Age; 7. Factors that are Most Important in Becoming Members of a Health/Fitness Club or Gym by Gender; 8. Factors that are Most Important in Becoming Members of a Health/Fitness Club or Gym by Race; 9. Factors that are Most Important in Becoming Members of a Health/Fitness Club or Gym by U.S. Region; 10. Demographic Analysis of U.S. Health/Fitness Club or Gym Members Who Consider Price More; Important than Quality; 11. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Online Media; 12. U.S. U.S. Health/Fitness Club or Gym Members (18+) Somewhat or Significantly Influenced by; Information/Advertising from Online Media; 13. Demographic Analysis of U.S. U.S. Health/Fitness Club or Gym Members Influenced by Website; Content or Advertising; 14. Demographic Analysis of U.S. U.S. Health/Fitness Club or Gym Members Influenced by Other Online; Media; 15. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Social Media; 16. U.S. U.S. Health/Fitness Club or Gym Members (18+) Somewhat or Significantly Influenced by; Information/Advertising from Social Media; 17. Demographic Analysis of U.S. U.S. Health/Fitness Club or Gym Members Influenced by Social Media; 18. Demographic Analysis of U.S. U.S. Health/Fitness Club or Gym Members Influenced by Social Media; 19. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Traditional Media; 20. U.S. U.S. Health/Fitness Club or Gym Members (18+) Somewhat or Significantly Influenced by; Information/Advertising from Traditional Media; 21. Demographic Analysis of U.S. U.S. Health/Fitness Club or Gym Members Influenced by Traditional; Media; 22. Percentage of U.S. U.S. Health/Fitness Club or Gym Members (18+) who consider Sports Marketing; Somewhat or Very Important; 23. Demographic Analysis of U.S. Health/Fitness Club or Gym Members who consider Sports Marketing; Somewhat or Very Important; 24. Percentage of U.S. U.S. Health/Fitness Club or Gym Members (18+) who consider Cause Marketing; Somewhat or Very Important; 25. Demographic Analysis of U.S. Health/Fitness Club or Gym Members who consider Cause Marketing; Somewhat or Very Important
CONSUMER SPENDING FIGURES: 1. 2007 U.S. TV Market Comparison of Consumer Spending on Social, recreation, civic club membership; (Estimated Total per Market); 2. 2007 U.S. TV Market Comparison of Consumer Spending on Social, recreation, civic club membership; (Estimated Average Per Household per Market); 3. 2007 U.S. Consumer Spending on Social, recreation, civic club membership by Life Stage Cluster

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