Advertising Technology Advertising Technology, Infographics, Insights | January 5, 2016

The Fitness Consumer: A look at Key Drivers and Mobile Trends

At the beginning of every year, many of us make resolutions to get fit, to join that gym we have been wanting to go to for some time. While there has been a 50% increase in health and fitness apps, 21% of UK adults use a wearable device today.

To better understand a fitness consumer, our analysts looked at audience attributes and browsing patterns of users who booked gym/fitness club memberships online. The data was stored and analysed using our proprietary analytics engine – AiQ. Some interesting insights were identified.

The key driver for choosing a fitness facility is no longer affordability, but the convenience of location.

Mobiles and tablets are seeing a surge in fitness related searches and activity, and we have seen a 4.4x more likelihood of conversions on mobile devices alone.

By understanding what drives these consumers to choose a fitness centre, the role mobile plays in fitness, and how Media iQ can help target these users, marketers can become their partners for a healthy life.

For more such insights, check our infographic.

location-and-mobile_fitness-IG-UK-01 (3)

With inputs from Priyanshu Gupta & Shraddha Mehta, Insights Specialists and Sarah Mueller, Graphic Designer


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