JupiterResearch Finds Online Exercise Enthusiasts Are a Profitable Target Market for Advertisers
Thursday, 04 January 2007
JupiterResearch finds that one in five online consumers search for exercise and fitness content online. Detailed in a new JupiterResearch report, "Online Exercise and Fitness: Assessing Marketing and Paid Content Opportunities," these exercise enthusiasts represent a significant marketing and advertising opportunity.
"Online exercise enthusiasts are a responsive and accessible — and often overlooked - audience for advertisers of many health and wellness products," said Monique Levy, JupiterResearch Senior Analyst and lead author of the report.
Fifty nine percent of online exercise enthusiasts use the Web monthly for health and wellness reasons compared to 46 percent of average online users. These online exercise enthusiasts are also significantly more likely to buy various fitness-related products and services such as exercise magazines, online programs, supplements, alternative therapies, and weight loss products.
"Although exercise enthusiasts have yet to spend a lot of money on online fitness programs or tools, they are a key target market for advertisers," said David Schatsky, president of JupiterKagan. "There are many tactics that marketers should utilize to target this audience including developing portable fitness content for downloading to MP3 players."