Author: Annette Malave, SVP/Insights, RAB
At the start of each year, Americans get focused on health and fitness. According to the Health & Fitness Association, approximately 96 million adults plan on making this a priority.
We all do it – set goals to take care of our bodies and our minds. A survey from Health & Fitness Association (HFA) found that of the 159 million adults who set goals for the new year, 60% are focused on health and fitness. Many of the survey respondents plan on fulfilling their goals by setting an exercise routine, physical activity and building muscle and physical strength. The survey also uncovered that most Americans (nine in ten), believe that the best way to meet these goals will be via some type of exercise facility.
These health-focused adults have started working on their goals. Businesses that sell fitness equipment as well as gyms or health clubs are sure to see a bump in business. These businesses are certainly aware of the importance of maintaining top-of-mind awareness to reach these consumers – using radio is the perfect way. Broadcast radio reaches these consumers on the go – via their headphones or earbuds as they walk, jog or run their way to health.
Studies have shown that staying physically fit also helps the mind. As Americans age, their concern over physical health becomes more important. According to a Provoke Insights survey, 43% of adults are concerned about their physical health when they think about aging – a greater likeliness compared to nonlisteners (40%).
Provoke Insights, a full-service market research firm, conducted a 15-minute survey among 1,500 adults aged 21-65 about their perspectives on fitness. Findings show that radio listeners are more active and incorporate health routines as part of their lifestyle – moreso than nonlisteners. Nearly six in 10 radio listeners focus on eating a healthy diet versus nonlisteners (48%). Radio listeners also incorporate cardio (46%) and weight training (37%) compared to their nonlistening cohorts, 36% and 31% respectively. Radio listeners are much more apt to exercise outside be it jogging or playing an outdoor sport and going to the gym. They are also focused shoppers and are committed to their health goals. Eighty-three percent of radio listeners planned their most recent fitness gear and are deliberate in their purchase.
The data from the Provoke Insights survey highlights the potential gain health and fitness focused businesses can experience by using radio. Health and fitness businesses should incorporate messaging that addresses radio listeners’ perspectives by appealing to their fitness perspectives and attitudes when using radio as part of the marketing plan. Using radio will help these businesses meet their own goal of healthy sales in the new year.