2018 Generation Active Survey (Page 4)

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.

2018 Generation
Active Survey
(Page 4)

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
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Survey Page 4

Question 25:

If you received a mobile ad or offer for a product which you had previously been introduced to via advertising in your health club/fitness center, what would your interest be?

15% Much more interested in inquiring or purchasing product (136 People)
43% Somewhat more interested in inquiring or purchasing product (391 People)
42% Not make a difference (390 People)

Question 25:

If you received a mobile ad or offer for a product which you had previously been introduced to via advertising in your health club/fitness center, what would your interest be?

15% Much more interested in inquiring or purchasing product (136)

43% Somewhat more interested in inquiring or purchasing product (391)

42% Not make a difference (390)

Question 26:

Are you likely to tell other people about the advertising messages you saw or heard when working out in your health club?

20% Yes (180 People)
52% Maybe (475 People)
29% No (262 People)

Question 26:

Are you likely to tell other people about the advertising messages you saw or heard when working out in your health club?

20% Yes (180)

52% Maybe (475)

29% No (262)

Question 27:

Have you ever purchased a product that you tried or heard about in a fitness center?

44% Yes (403 People)
56% No (514 People)

Question 27:

Have you ever purchased a product that you tried or heard about in a fitness center?

44% Yes (403)

56% No (514)

Question 28:

Which of the following influenced your decision to purchase the product? Please select all that apply.

38% Advertising Message (155 People)
58% Product Sample (235 People)
27% Staff Member Recommendation 108 People)
26% Fellow Member (106 People)
39% Fitness Professional/Professional Trainer Recommendation (156 People)
44% Friend Recommendation (177 People)
4% Other (16 People)

Question 28:

Which of the following influenced your decision to purchase the product? Please select all that apply.

38% Advertising Message (155)

58% Product Sample (235)

27% Staff Member Recommendation (108)

26% Fellow Member (106)

39% Fitness Professional/Professional Trainer Recommendation (156)

44% Friend Recommendation (177)

4% Other (16)

Question 29:

Have you made a health or fitness related New Year’s resolution in 2018?

52% Yes (610 People)
48% No (553 People)

Question 29:

Have you made a health or fitness related New Year’s resolution in 2018?

52% Yes (610)

48% No (553)

Question 30:

Please select which of the following fitness resolutions you are committed to achieving in 2018?

70% Exercise More (427 People)
61% Lose Weight (370 People)
25% Start a new type of exercise (155 People)
19% Join a gym or health club (119 People)
73% Eat healthier food (448 People)
62% Eat less unhealthy foods (378 People)
28% Follow a specific diet plan (171 People)
52% Get more sleep (319 People)
34% Move more during the work day (206 People)
23% Start meditating (139 People)
7% Other (40 People)

Question 30:

Please select which of the following fitness resolutions you are committed to achieving in 2018?

70% Exercise More (427)

61% Lose Weight (370)

25% Start a new type of exercise (155)

19% Join a gym or health club (119)

73% Eat healthier food (448)

62% Eat less unhealthy foods (378)

28% Follow a specific diet plan (171)

52% Get more sleep (319)

34% Move more during the work day (206)

23% Start meditating (139)

7% Other (40)

Question 31:

How long do you expect to “stick with” your New Year’s Resolution?

1% Less than one month (9 People)
3% 1 – 3 months (20 People)
7% 4 – 6 months (42 People)
12% 6 months – 1 year (75 People)
76% 1 year + (464 People)

Question 31:

How long do you expect to “stick with” your New Year’s Resolution?

1% Less than one month (9)

3% 1 – 3 months (20)

7% 4 – 6 months (42)

12% 6 months – 1 year (75)

76% 1 year + (464)

Question 32:

Who or what initially motivated you to join a health club? Please select all that apply.

28% Personal health issues (324 People)
71% Desire to improve fitness (828 People)
18% History of family health problems (214 People)
13% Fit friend’s influence (149 People)
57% Desire to lose weight (660 People)
43% Gain confidence/restore confidence (503 People)
55% I have come to believe that fitness is important for a quality/happy life (638 People)
6% To meet people (65 People)
17% Fear of missing out on a great opportunity to improve my quality of life (195 People)
4% Parents influence (51 People)
3% Children’s Influence (41 People)
7% Other (84 People)

Question 32:

Who or what initially motivated you to join a health club? Please select all that apply.

28% Personal health issues (324)

71% Desire to improve fitness (828)

18% History of family health problems (214)

13% Fit friend’s influence (149)

57% Desire to lose weight (660 )

43% Gain confidence/restore confidence (503 )

55% I have come to believe that fitness is important for a quality/happy life (638 )

6% To meet people (65)

17% Fear of missing out on a great opportunity to improve my quality of life (195)

4% Parents influence (51)

3% Children’s Influence (41 )

7% Other (84)

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