Media Influence on Consumer Choice: Vitamins and Nutritional Supplements : Market Research Report

Media Influence on Consumer Choice: Vitamins and Nutritional Supplements

Published by: Ad-ology

Published: Jun. 23, 2009 - 60 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 Health Food,; Vitamins or Nutritional Supplements Recently; 2. Percentage of U.S. Adults That Have Purchased Over-The-Counter Vitamins or Nutritional Supplements; Recently; 3. Demographic Analysis of U.S. Adults That Have Purchased Over-The-Counter Vitamins or Nutritional; Supplements Recently; 4. Preference of Purchase Location (U.S. Vitamins or Nutritional Supplements Purchasers 18+); 5. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers (18+) That Prefer To; Purchase Online; 6. Factors that are Most Important in Purchase or Location of Purchase of Vitamins or Nutritional; Supplements (U.S. Adults 18+); 7. Factors that are Most Important in Purchase of Vitamins or Nutritional Supplements by Age; 8. Factors that are Most Important in Purchase of Vitamins or Nutritional Supplements by Gender; 9. Factors that are Most Important in Purchase of Vitamins or Nutritional Supplements by Race; 10. Factors that are Most Important in Purchase of Vitamins or Nutritional Supplements by U.S. Region; 11. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Who Consider Price; More Important than Quality; 12. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Online Media; 13. U.S. Vitamins or Nutritional Supplements Purchasers (18+) Somewhat or Significantly Influenced by; Information/Advertising from Online Media; 14. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Website; Content or Advertising; 15. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Other; Online Media; 16. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Social Media; 17. U.S. Vitamins or Nutritional Supplements Purchasers (18+) Somewhat or Significantly Influenced by; Information/Advertising from Social Media; 18. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Social; Media; 19. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Social; Media; 20. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Traditional Media; 21. U.S. Vitamins or Nutritional Supplements Purchasers (18+) Somewhat or Significantly Influenced by; Information/Advertising from Traditional Media; 22. Demographic Analysis of U.S. Vitamins or Nutritional Supplements Purchasers Influenced by Traditional; Media; 23. Percentage of U.S. Vitamins or Nutritional Supplements Purchasers (18+) who consider Sports Marketing; Somewhat or Very Important; 24. Demographic Analysis of Vitamins or Nutritional Supplements Purchasers who consider Sports Marketing; Somewhat or Very Important; 25. Percentage of U.S. Vitamins or Nutritional Supplements Purchasers (18+) who consider Cause Marketing; Somewhat or Very Important; 26. Demographic Analysis of Vitamins or Nutritional Supplements Purchasers who consider Cause Marketing; Somewhat or Very Important
CONSUMER SPENDING FIGURES: 1. 2007 U.S. TV Market Comparison of Consumer Spending on Nonprescription vitamins (Estimated Total; per Market); 2. 2007 U.S. TV Market Comparison of Consumer Spending on Nonprescription vitamins (Estimated; Average Per Household per Market); 3. 2007 U.S. Consumer Spending on Nonprescription vitamins by Life Stage Cluster; 4. 2007 U.S. TV Market Comparison of Consumer Spending on Non-electric articles for the hair (Estimated; Total per Market); 5. 2007 U.S. TV Market Comparison of Consumer Spending on Non-electric articles for the hair (Estimated; Average Per Household per Market); 6. 2007 U.S. Consumer Spending on Non-electric articles for the hair by Life Stage Cluster

Abstract

The vitamin and nutritional supplement industry is experiencing growth as alternative medicine and health-conscious consumers - including the large Baby Boomer demographic - become more aware of the positive effects of these products. As demand rises and new products become available, advertising in this segment becomes increasingly important. This report includes extensive detail on the level of influence 20 different types of online and traditional media had on vitamin and nutritional supplement 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.

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Media Influence on Consumer Choice: Vitamins and Nutritional Supplements

Table of Contents

Abstract