Millennials Like Fitness Served with Technology & Celebrity

Millennials-Fitness-New_shutterstock_155748161CrossFit, P90X, HIIT, and Body Weight Training are just a few of the 2014 fitness trends for 2014, according to the American College of Sports Medicine.  And America’s Millennials, defined  by Scarborough as U.S. adults ages 18-29, are 19 percent more likely than the average person to belong to a gym and are no doubt sweating it out to any number of trendy exercise programs.

But, as with anything with Millennials, fitness must be served with a healthy diet of personal technology.  After all, this consumer group is 27 percent more likely than the average internet user to own a smartphone. Also, nearly three-quarters (71%) have a laptop and about one-quarter (24%) have a tablet. Couple this with Millennials’ intense social media usage (they are 77 percent more likely to spend  three or more hours per day on social sites. Also, their overall amount of time spent online in a given week  is an hour and a half more than the average online person, so it’s apparent how important it is to make the fitness-technology connection with Millennials.

Scarborough examined the fitness, health, and diet habits of Millennials to find corresponding content interests. This type of information can be used to determine the type of fitness apps, devices, and digital workout buddies you’re most likely to see Millennials engage with during exercise. We also examined the role celebrity endorsements play in marketing to Millennials. The answer? A lot. Millennials are far more likely than the average person to claim they can be swayed by a celebrity endorsement. Here are all of the details from Scarborough.

Exercise Apps: Millennials are Active Gymgoers, Although Average for a Regular Exercise Routine

Millennials like to move. They are more likely than the average person to engage in a wide variety of fitness activities, from individual exercise (such as running, yoga and biking) to team sports (soccer, basketball and baseball). They are 19 percent more likely than the average person to have a gym membership. However, Millennials are average for agreeing that they follow a regular exercise routine (54%). Content focused on everything from nudging a workout time, to game strategy minutia, to improving one’s mile time could appeal to Millennials.


Weight Loss Apps: Millennials Turn to Medication for Weight Loss

Millennials are 33 percent more likely than the average person to have purchased medication for weight loss during the past year. They are slightly more likely than average to say they are happy with their weight, and 18 percent less likely to utilize a fee-paid weight loss program such as Weight Watchers or Jenny Craig®. Given that Millennials are obviously interested in weight loss on some level, content with detailed information about weight loss could appeal to the group.


Diet & Nutrition Apps: Millennials Eat on the Run

Scarborough analyzed Millennial eating habits, and found that this consumer group is likely to lean on convenience meals. Millennials are 26 percent more likely than the average person to say they eat their meals on the run and are also more likely to prefer picking-up quick meals or frozen dinners instead of cooking. While 39 percent of Millennials say they regularly eat organic food, they also admit they pay little attention to their fat intake and are below average for feeling they eat right. Given that Millennials have an on-the-go diet, content that provides locations, advance orders, wait times and other convenience-focused details for Millennials is important.


Celebrity Endorsements Have Strong Appeal Among Millennials

Jennifer Hudson represents Weight Watchers®. Melissa Joan Hart does Nutrisystem®. Jillian Michaels promotes Curves®. Having a celebrity speak for your brand could produce results among Millennials, according to Scarborough. This consumer group is 28 percent more likely than the average person to agree strongly or somewhat that they “Love keeping up with celebrity news and gossip” are also 34 percent more likely to agree strongly or somewhat that “A celebrity endorsement may influence me to consider to buy a  product.”

SOURCE: Scarborough USA+ Study, Release 1, 2013, Scarborough/GfK MRI Attitudinal Insights Data.

WANT TO LEARN MORE ABOUT MILLENNIALS? Download Scarborough’s complimentary infographic on Millennial Moms or our Millennial free study. Contact us for more information!





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