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The active lifestyle audience
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Transcript of The active lifestyle audience
1 Reach people where they want to be.
1 Reach people where they want to be.
The Active
Lifestyle Audience
Reach people where they want to be.
Zoom is your access to the Active Lifestyle Audience
Reach the most coveted audience.
Source: GfK Mediamark Research 2014 Doublebase, Nielsen 2013 Zoom Media On Location Study
54% Male 46% Female
73% Age 18-54
$115K+ Average HHI
College Educated (155 INDEX)
Managerial/Professional (158 INDEX)
45% Children in Household
Reach people where they want to be.
The Active Lifestyle Audience by the Numbers People that are members of health clubs are health-conscious, passionate, social, and opinionated.
This group prefers premium brands Index 161 and are not shy to give advice Index 192.
Health club members are: • Passionate about their health clubs 80% say it’s a necessity • Committed to community involvement 177 Index • Very social 157 Index • Like to be first to try healthy lifestyle products 157 Index • Goal oriented 153 Index
Source: GfK Mediamark Research Healthy Lifestyle Proprietary Study
4 Reach people where they want to be.
An Active Lifestyle is all about balance Our audience loves yoga and running as much as they wine.
Source: GfK Mediamark Research 2014 Doublebase
Personally Participate In: Index
Jogging / Running 272
Yoga 280
Swimming 178
…And they look good while doing it
Spent $150+ on Athletic/Workout Wear 344
Fashion Spent $3,000 on clothing in the past year 204 Personal Care Got a massage in the past 6 months 220 Got a facial in the past 6 months 275 Body treatments in past 6 months 307 Manicures & Pedicures in past 6 months 169
Food & Beverage Index
Buy food labeled “High Protein” 265
Buy food labeled “Natural” or “Organic” ;
Imported Dinner/Table Wines 215
Drank in Last 6 Months 175
Travel
Book foreign or domestic travel online 174
Flew First Class Domestic / Foreign Travel 206 Entertainment Attend movies 2-3 times a month 199
Reach people where they want to be.
An Active Lifestyle is all about balance
Source: GfK Mediamark Research 2014 Doublebase
Automotive Index
New Import Automobile Past 12 months 157
Decision maker for new sport utility 132
Own 3+ vehicles 122
Financial
Used a stock rating service 189
Credit Card Purchases $2,000+ avg. mo 150
Used a financial planner 141
Telecom / Technology
Cell Phone influential Consumers 184
Download Apps past 30 days 152
Purchased Smartphone past year 138
6 Reach people where they want to be.
An Active Lifestyle is all about balance
Source: GfK Mediamark Research 2014 Doublebase
Health & Fitness
Entertainment
Fashion/Beauty
Finance
Technology
Health & Fitness Index Jogging/running Participated in last 12 months 272
Skiing - Downhill Participated in last 12 months 267
Entertainment Fine Dining Restaurants - Amount Spent: $501+ 238 Go to bars/night clubs Participated in last 12 months 192 Go to live theater Participated in last 12 months 167
Fashion & Beauty Shopping - By Internet: In last 12 months: Shoes/Footwear 175 Clothing Expenditures - Amount Spent In Total: $3,000+ 204
Finance Investment Activity: Stock rating service 189 Broker Contacts: Bought or sold mutual funds Full service brokerage firm 154
Travel Foreign Travel (Including Alaska & Hawaii): Any trip 170 Domestic Travel - Any business 3+ 202
Technology / Electronics Watched any programs or events: Video-On-Demand 143
Tablets & E-Readers - Brands bought: Any Tablet/E-Reader Bought Last 12 Months 163
Noise Reduction Headphones Bought in last 12 months 158
7 Reach people where they want to be.
The Active Lifestyle Audience We Influence The Influencers
Source: GfK Mediamark Research 2014 Doublebase
92% MORE LIKELY TO GIVE ADVICE
OF THE TIME, MAKE RECOMMENDATIONS WHILE IN THE CLUB
= INFLUENCING 1 IMPACTS COUNTLESS OTHERS OUTSIDE THE CLUB
MORE LIKELY TO BE A ROPER INFLUENTIAL
207%
20%
Within the Past Year:
• 82% Recommended Product or Service to Family Members
• 82% Recommended Product or Service to Friends
• 52% Recommended Product Or Service to Co-Workers
• 38% Recommended Product Or Service to People
That Share Their Hobby or Interest.
8 Reach people where they want to be.
The Active Lifestyle Audience Our audience is tech savvy, on-the-go, and hard to reach with traditional media.
SOCIAL NETWORKING
128 INDEX
SPENT $800+ ON INTERNET PURCHASES PAST YEAR 181 INDEX
HEAVY TV VIEWERS 49 INDEX LIGHT TV VIEWERS 135 INDEX
INFLUENTIAL CONSUMERS NEW TECH PRODUCTS 205 INDEX INFLUENTIAL CONSUMERS MOBILE PHONES 184 INDEX
REDEEMED MOBILE COUPON 183 INDEX MOBILE PHONE SEARCH FOR INFORMATION ON PRODUCT 161 INDEX OWN ANY TABLET 152 INDEX
TECH-GAMERS 160 INDEX
TECH-SPLORERS 212 INDEX
Source: GfK Mediamark Research 2014 Doublebase, Nielsen 2014 Zoom Media Proprietary Study
Reach people where they want to be.
The Fitness State of Mind: Positive Mindset Positive mindsets increase 200% while training and working out. They describe their mood as “energized/happy” after workout.
Source: GfK Mediamark Fitness Research Thought Leadership Study
Before workout During workout At completion of workout
DRUG STORE/PHARM
ACY 28% 62% 84%
Reach people where they want to be.
The Path to Purchase: Where they are Shopping
86% of all ZoomFitness patrons “sometimes” or “always” run errands after they leave the health club.
Source: The Nielsen Company Fall 2013 On Location Demo Study. P18+
Grocery Store Gas Station Drug Store / Pharmacy Big box / Discount Stores
69% 54% 34% 26%
Reach people where they want to be.
The Path to Purchase: Where they are Shopping
91.4% of female ZoomFitness patrons “sometimes” or “always” run errands after they leave the health club.
Source: The Nielsen Company Fall 2013 On Location Demo Study. Total US Women W18+
Grocery Store Gas Station Drug Store / Pharmacy Big box / Discount Stores
DRUG STORE/PHARM
ACY 74% 41% 38% 34%
Reach people where they want to be.
The Path to Purchase: Where they are Shopping
81% of all male ZoomFitness patrons “sometimes” or “always” run errands after they leave the health club.
Source: The Nielsen Company Fall 2013 On Location Demo Study. Total US Men M18+
Grocery Store Gas Station Drug Store / Pharmacy Big box / Discount Stores
DRUG STORE/PHARM
ACY
65% 55% 30% 20%
Reach people where they want to be.
Montreal
999, de Maisonneuve West Suite 1000 Montreal, QC
(416) 214-9200
Want to be a part of the Active Lifestyle? Contact us
Toronto
227 Front St East Suite 100 Toronto, Ontario
(416) 214-9200
Vancouver
(604) 505-5673
zoommedia.com