2018 Generation Active Survey (Page 2)

ZOOM Media commissioned a study in April of 2018 to gather insight into our audience which we call Generation
Active.  Through research firm +Kam, we asked thirty-three questions to 1,163 Americans probing into their active
lifestyles.  Some surprising information was uncovered and you will find data from the entire survey on the pages below.

2018 Generation
Active Survey
(Page 2)

ZOOM Media commissioned a study in April of 2018 to increase our insight into our audience which we call Generation Active.

Through research firm +Kam, we asked thirty-three questions to 1,163 Americans probing into their active lifestyles.  Some surprising information was uncovered and you will find data from the entire survey on the pages below.

Survey Page 1
Survey Page 2
Survey Page 3
Survey Page 4

Question 9:

Would you describe your mood
as happy/energized?

5% Before the Gym (56 People)
25% While at the Gym (296 People)
66% After the Gym (764 People)
4% None of the Above (47 People)

Question 9:

Would you describe your mood as happy/energized?

5% Before the Gym (56 People)
25% While at the Gym (296 People)
66% After the Gym (764 People)
4% None of the Above (47 People)

Question 10:

Which are more true of full-service health clubs as opposed to boutique/smaller gyms or branded/guided at-home workouts?

48% Provides the Best Workout (561 People)
13% Is an Exclusive Environment (152 People)
25% Is a Place that I’m Proud to Exercise (289 People)
68% Offers the Most Diverse Exercise Options (796 People)
42% Offers the Highest Quality Equipment (484 People)
25% Is for Serious Exercisers (295 People)
22% Is for Casual Exercisers (257 People)
45% Best Option for Achieving Fitness Goals (524 People)
16% Best Option for 1-on-1 Training (186 People)
10% Provides the Best Information/Knowledge (122 People)
2% Best Selection of Food (28 People)
25% Offers a Variety of High Quality Classes (289 People)
27% Offers the Most Comfortable Environment (319 People)
29% Provides Access to Media or Entertainment During Workout (66 People)
49% Provides Additional Amenities (573 People)
53% Allows Me to Create My Own Workout (613 People)
34% Most Likely Environment to “stick to” Workout Schedule (399 People)

Question 10:

Which are more true of full-service health clubs as opposed to boutique/smaller gyms or branded/guided at-home workouts?

48% Provides the Best Workout (561)
13% Is an Exclusive Environment (152)
25% Is a Place that I’m Proud to Exercise (289)
68% Offers the Most Diverse Exercise Options (796)
42% Offers the Highest Quality Equipment (484)
25% Is for Serious Exercisers (295)
22% Is for Casual Exercisers (257)
45% Best Option for Achieving Fitness Goals (524)
16% Best Option for 1-on-1 Training (186 People)
10% Provides the Best Information/Knowledge (122)
2% Best Selection of Food (28)
25% Offers a Variety of High Quality Classes (289)
27% Offers the Most Comfortable Environment (319)
29% Provides Access to Media or Entertainment (66)
49% Provides Additional Amenities (573)
53% Allows Me to Create My Own Workout (613)
34% Most Likely Environment to “Stick To” Schedule (399)

Question 11:

Do you use a device to monitor your
fitness/activity throughout the day?

52% Yes (600 People)
48% No (563 People)

Question 11:

Do you use a device to monitor your fitness/activity throughout the day?

52% Yes (600 People)
48% No (563 People)

Question 12:

What type of device do you typically use?

51% Smart Phone (51 People)
24% Digital Watch (142 People)
7% Cardio Monitors (44 People)
20% Digital Scales (121 People)
62% Fitbit or Similar Device (374 People)
3.5% All of the Above (21 People)

Question 12:

What type of device do you typically use?

51% Smart Phone (51 People)
24% Digital Watch (142 People)
7% Cardio Monitors (44 People)
20% Digital Scales (121 People)
62% Fitbit or Similar Device (374 People)
3.5% All of the Above (21 People)

Question 13:

Do you use your phone to listen to your own personal music when doing cardio, weights or floor exercises at the gym

75% Yes (872 People)
25% No (291 People)

Question 13:

Do you use your phone to listen
to your own personal music when
doing cardio, weights or floor
exercises at the gym?

75% Yes (872)
25% No (291)

Question 14:

How often do you wear athletic apparel?

16% Only When Working Out (182 People)
43% Sometimes When Not Working Out (498 People)
42% Frequently When Not Working Out (483 People)

Question 14:

How often do you wear athletic apparel?

16% Only When Working Out (182 People)
43% Sometimes When Not Working Out (498 People)
42% Frequently When Not Working Out (483 People)

Question 15:

What do you agree with regarding athletic wear?

46% I Feel Attractive in Athletic Apparel (540 People)
79% I Am More Comfortable in Athletic Apparel (913 People)
42% I Can Look Fashionable in Athletic Apparel (494 People)
19% I Can “Dress Up” My Athletic Apparel (220 People)
5% Athletic Apparel is Suitable for for an Office Environment (56 People)
12% Athletic Apparel is Suitable for for “Going Out” (134 People)
69% Athletic Apparel is Suitable for Running Errands (807 People)
38% Athletic Apparel is Flattering (447 People)
47% I Am Always Looking for a New Athletic Apparel Style (545 People)
21% I Am Loyal to Specific Athletic Apparel Brands (245 People)
20% It is Important to Look My Best While Working Out (232 People)
25% Offers a Variety of High Quality Classes (289 People)
15% I Try to Look as Fashionable as Possible When Working Out (180 People)

Question 15:

What do you agree with regarding athletic wear?

46% I Feel Attractive in Athletic Apparel (540)
79% I Am More Comfortable in Athletic Apparel (913)
42% I Can Look Fashionable in Athletic Apparel (494)
19% I Can “Dress Up” My Athletic Apparel (220)
5% Athletic Apparel is Suitable for for an Office Environment (56)
12% Athletic Apparel is Suitable for for “Going Out” (134)
69% Athletic Apparel is Suitable for Running Errands (807)
38% Athletic Apparel is Flattering (447)
47% I Am Always Looking for a New Athletic Apparel Style (545)
21% I Am Loyal to Specific Athletic Apparel Brands (245)
20% It is Important to Look My Best While Working Out (232)
25% Offers a Variety of High Quality Classes (289)
15% I Try to Look as Fashionable as Possible When Working Out (180)

Question 16:

When purchasing athletic wear, please rank the following in order of importance from 1 to 6.

Cost 4.84 Average
Brand/logo recognition 2.63 Average
Can Be Fashionably Work Outside the Gym 3.03 Average
Quality 4.77 Average
Style 3.75 Average
Considered a Trendy Brand 1.98 Average

Question 16:

When purchasing athletic wear, please rank the
following in order of importance from 1 to 6. 

Cost 4.84 Average Score
Brand/Logo Recognition 2.63 Average Score
Can Be Fashionably Work Outside the Gym 3.03 Average Score
Quality 4.77 Average Score
Style 3.75 Average Score

Survey Page 1
Survey Page 2
Survey Page 3
Survey Page 4