Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A sedentary nation in need of motivation
- Insights and opportunities
- Wanting new products
- Sometimes you can get what you want
- Drivers and threats to exercise
- Drivers
- Threats
- Who is exercising and why
- The logistics of exercise:
- What
- When
- Where
- Challenges and shunning exercise
Exercise through the Years
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- Key points
- Exercising less
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- Figure 1: Percentage of Americans participating in regular physical activity, by age, 1999/2000-2005/06
- Three types of Americans
- The evolution of exercise
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- Figure 2: Popular sports, 2000 and 2008
- Age and exercise habits
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- Figure 3: Top 20 sports played/participated in, by age, February 2008-March 2009
Insights and Opportunities
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- Got exercise?
- Exer-tain me!
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- Figure 4: Challenges to exercise, by gender, July 2009
- Wanting to exercise at work
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- Figure 5: Attitudes towards exercise locations, by gender, July 2009
- Don’t forget the over-55s
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- Figure 6: Population, by age, 2004-14
Inspire Insights
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- Trend: Play Ethic
- What's it about?
- Running away to the circus
- Implications
- Trend: Greenfluencers
- What's it about?
- Inactivity trends
- Implications
Drivers and Threats
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- Key points
- Drivers
- Threats
- Drivers
- The novel and the new
- Exercising on the cheap
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- Figure 7: Popular sports, gains and declines in participation, 2007 and 2008
- Insurers push Americans to get in shape
- Threats
- Less leisure time
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- Figure 8: Hours available for leisure per week, 1973-2008
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- Figure 9: Households, by type, 1995-2005
- Suburban sprawl leads to a sedentary lifestyle
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- Figure 10: Times spent commuting to and from work, August 2007
- The obesity epidemic
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- Figure 11: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1998/94-2005/06
- Recessions are bad for your health
- The recession as double-edged sword
Innovation and Innovators
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- High-tech workouts
- The next great workout craze
- What’s next
Brands and the Advertising Landscape
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- Overview
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- Figure 12: Ad expenditures for exercise-related products, 2007 and 2008
- Brand analysis: Nintendo’s Wii Fit
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- Figure 13: Wii Fit brand qualities
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- Figure 14: Wii Fit—clip 1, 2008
- Figure 15: Wii Fit—clip 2, 2009
- Brand analysis: EA SPORTS Active
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- Figure 16: EA SPORTS Active brand qualities
- Target group: Young women
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- Figure 17: EA SPORTS Active—targeting women, 2009
- Target group: Overweight and obese
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- Figure 18: EA SPORTS Active—targeting overweight/obese, 2009
- The Biggest Loser
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- Figure 19: Biggest Loser brand qualities
- Figure 20: The Biggest Loser, 2009
Exercise Habits—The 5 Ws: Who
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- Key points
- Who’s working out: A snapshot
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- Figure 21: Exercise, by gender, age, HH income and race/Hispanic origin, July 2009
- A social experience for women
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- Figure 22: Social preference for exercising, by gender, July 2009
Exercise Habits—The 5 Ws: What
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- Key points
- Men and women exercise differently
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- Figure 23: Exercise activities/equipment used, by gender, July 2009
- Age and exercise habits
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- Figure 24: Exercise activities/equipment used, by age, July 2009
Exercise Habits—The 5 Ws: When
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- Key points
- Most exercise less than an hour
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- Figure 25: Length of average workout, by gender, July 2009
- Older and less active
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- Figure 26: Length of average workout, by age, July 2009
- 18-24 year olds exercising at night
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- Figure 27: Time of day usually participate in exercise, by age, July 2009
Exercise Habits—The 5 Ws: Where
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- Key points
- Wanting to work out at the home and the office
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- Figure 28: Attitudes towards exercise locations, by gender, July 2009
- 25-44 year olds embarrassed to go to the gym
- Health club offerings
- At-home appeals
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- Figure 29: Attitudes towards exercise locations, by age, July 2009
Exercise Habits—The 5 Ws: Why
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- Key points
- Health and self-esteem drive exercise
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- Figure 30: Reasons for working out, by gender, July 2009
- From vanity to health with age
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- Figure 31: Reasons for working out, by age, July 2009
- Saying one thing and doing another
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- Figure 32: Health benefits of exercise, by gender, July 2009
- Young exercising for enjoyment and indulgence
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- Figure 33: Health benefits of exercise, by age, July 2009
Challenges and Hurdles
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- Key points
- Lack of motivation, time, and boredom
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- Figure 34: Challenges to exercise, by gender, July 2009
- The young and the restless
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- Figure 35: Challenges to exercise, by age, July 2009
Products and Ideas to Increase Exercise
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- Key points
- New devices and exercise routines wanted
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- Figure 36: Habits associated with exercise, by gender, July 2009
- 18-34 year olds most interested in new products
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- Figure 37: Habits associated with exercise, by age, July 2009
- Presence of children drives interest in new products
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- Figure 38: Habits associated with exercise, by presence of children in the HH, July 2009
The Other Side of the Story
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- Key points
- Women and under-55s responsive to health messages
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- Figure 39: Opinions about exercise by those who do not exercise, by gender and age, July 2009
- Women and over-55s: not enough time or motivation
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- Figure 40: Attitudes towards exercise by those who do not exercise, by gender and age, July 2009
- Even younger non-exercisers want to be active
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- Figure 41: Attitudes towards location of exercise by those who do not exercise, by gender and age, July 2009
Race and Hispanic Origin
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- Key points
- Blacks exercise the least often
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- Figure 42: Frequency of exercise per week, by race and Hispanic origin, February 2008-March 2009
- Different sports for different ethnicities
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- Figure 43: Top 20 sports played/participated in, by race/Hispanic origin, February 2008-March 2009
- Blacks and Hispanics want new products
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- Figure 44: Habits associated with exercise, by race/Hispanic origin, July 2009
Cluster Analysis
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- Elite Exercisers
- Who they are
- Opportunity
- Mellow Movers
- Who they are
- Opportunity
- Strugglers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 45: Exercise trends clusters, July 2009
- Figure 46: Frequency and length of average workout, by exercise trends clusters, July 2009
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- Figure 47: Exercise frequency compared to last year, by exercise trends clusters, July 2009
- Figure 48: Exercise activities/equipment used, by exercise trends clusters, July 2009
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- Figure 49: Reasons for working out, by exercise trends clusters, July 2009
- Figure 50: Health benefits, attitudes towards exercise locations, challenges and habits associated with working out, by exercise trends clusters, July 2009
- Cluster demographics
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- Figure 51: Exercise trends clusters, by gender, July 2009
- Figure 52: Exercise trends clusters, by age, July 2009
- Figure 53: Exercise trends clusters, by HH income, July 2009
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- Figure 54: Exercise trends clusters, by race/Hispanic origin, July 2009
- Cluster methodology
Custom Consumer Groups: A Look at Moms and Dads
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- Moms more likely to participate in diverse activities
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- Figure 55: Top 20 sports played/participated in, by females and presence of children in HH, February 2008-March 2009
- Despite embarrassment, moms more likely to value social aspect of exercise
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- Figure 56: Social preferences and attitudes towards exercise locations, by gender and presence of children in HH, July 2009
- Parents want new products
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- Figure 57: Habits associated with exercise, by gender and presence of children in HH, July 2009
Appendix: Other Useful Consumer Tables
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- Age dictates fitness social preferences
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- Figure 58: Social preference for exercising, by age, July 2009
- Employment and fitness trends
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- Figure 59: Time of day usually participate in exercise, by employment status, July 2009
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- Figure 60: Challenges to exercise, by employment status, July 2009
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- Figure 61: Reasons for working out, by employment status, July 2009
- Affluent and active
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- Figure 62: Top 20 sports played/participated in, by HH income, February 2008-March 2009
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- Figure 63: Where exercise, by HH income, February 2008-March 2009
- Children and the decreasing exercise drive
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- Figure 64: Frequency of exercise per week, by presence of children in HH, February 2008-March 2009
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- Figure 65: Reasons for working out, by presence of children in HH, July 2009
Appendix: Trade Associations
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