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Media Influence on Consumer Choice: Health and Fitness Clubs

Published by: Ad-ology

Published: Jun. 23, 2009 - 47 Pages


Table of Contents


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

Abstract

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.

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