Mobile key to engaging 'fitness buffs'

They are, perhaps, on the move more than most, so it comes as little surprise to discover, via the Connexity data, that 'fitness buffs' rely more on their phone than most. In fact, they are 45% more likely than average to consider their mobile phone to be an expression of who they are, and 25% more likely to make purchases as a result of advertising on their device.

Hitwise's results come from their analysis of consumers who visited, or purchased from, websites selling fitness trackers, workout equipment or athletic clothing, and who expressed positive attitudes towards fitness via panel data.

More than half of the audience segment that Connexity developed were women, with a median age of 44 while the top indexing bracket among both genders is between 35 and 44 years of age. Almost half (49%) are more likely to have an annual household income of $100,000, nearly all (95%) are more likely to rely on ratings and reviews online and 94% more likely to follow their preferred brands on social media.

"As the Fitness Industry continues to gain momentum and more health clubs and gyms open up worldwide, understanding the motivations and behaviors of Fitness Buffs becomes increasingly relevant," says Nicole Arthur, chief engagement manager at Connexity. "In order to capture this affluent audience, marketers should consider ways to cross-market between active outdoor lovers and gym rats, and continue reaching more female fitness buffs (who represent the largest gender demographic). Brands should also take note of Fitness Buffs' attachment to social media and mobile devices - and their interest in tracking fitness through Fitbits. This suggests the fitness industry will continue to go heavily digital, social and mobile over the coming years."

Tags: fitness industry, marketing, mobile, research