Understanding the Active Healthy Lifestyle Mentality and Its Implications for Marketing
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Understanding the active healthy lifestyle as a target audience segment.
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Understanding the Active Healthy Lifestyle Mentality and Its Implications for Marketing
- 1. AHLUnderstanding the Active Healthy Lifestyle Mentality and Its Implications for Marketing Active Healthy Lifestyle
- 2. Who are AHLs and what fuels them? williams-helde marketing communications P. 2 • 6/30/2011
- 3. ■ Activity levels decrease with age, while healthy eating habits increase. AHLs peak around ages 45-54 where there is a balance between the two behaviors. Who are AHLs? AHL, Activity, and Healthy Index by Age (Chart 1.1.1) 18-24 25-34 35-44 45-54 55-64 65+ Age Index AHL Active Healthy 85 80 75 90 95 100 105 110 115 AHL, Activity, and Health by Age williams-helde marketing communications P. 3 • 6/30/2011
- 4. Who are AHLs? Activity vs Health Index by Age and Gender (Chart 1.1.2) 75 80 85 90 95 100 105 110 115 120 A ge 18-24 A ge 25-34 A ge 35-44 A ge 45-54 A ge 55-64 A ge 65+ Age Index Active Men Healthy Men Active Women Healthy Women Activity vs Health Index by Age and gender The first and largest predictor of both activity level and healthy eating is age williams-helde marketing communications P. 4 • 6/30/2011
- 5. Who are AHLs? ■ As people age, their motivations for active and healthy living change from fitness and weight loss to health conditions. Women are also more likely than men to be driven by weight loss goals, where men seek fitness goals. AHL women and men reasons for healthy diet 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Men Age 18-24 Men Age 25-34 Men Age 35-44 Men Age 45-54 Men Age 55-64 Men Age 65+ Women Age 18-24 Women Age 25-34 Women Age 35-44 Women Age 45-54 Women Age 55-64 Women Age 65+ Fitness AHLs Health Condition Weight Loss Percent of AHLs williams-helde marketing communications P. 5 • 6/30/2011
- 6. AHLs Raleigh ■ Men are 24% more likely to own a mountain bike than a road bike, where women are 12% more likely to own a road bike. ■ Of those who bought bikes in the last 12 months, 15% more men and 46% more women bought road bikes than mountain bikes. A shifting trend? bike ownership AHL men vs. women williams-helde marketing communications 25.00 20.00 15.00 10.00 5.00 0.00 AHLs who own bikes – by gender AHL Men AHL Women 1.80 1.60 1.40 1.20 1.00 0.80 0.60 0.40 0.20 0.00 AHLs who bought in last 12 months – by gender AHL Men AHL Women Mountain bike Road bike Percent Percent P. 6 • 6/30/2011
- 7. Cost of bikes ■ With bikes under $100, men chose road bikes significantly more than mountain bikes (43% more). At more expensive price ranges, the purchase distribution flattens. ■ With bikes under $100, women choose bikes relatively equally. As bikes get more expensive, women are significantly more likely to buy road bikes over mountain bikes. 0.70 0.60 0.50 0.40 0.30 0.20 0.10 0.00 AHL Men A AHL Women B C A B C Percent Mountain bike Road bike A = $100 B = $100 – $250 C = $250+ AHL Men vs. women Cost of bikes williams-helde marketing communications P. 7 • 6/30/2011
- 8. Bike ownership of AHLs by age ■ As AHLs get older, their preference in bikes shifts from mountain bikes to road bikes, switching between 45-54 years of age. 30.00 25.00 20.00 15.00 10.00 5.00 0.00 AHL age 18–24 AHL age 25-34 AHL age 35-44 AHL age 45-54 AHL age 55-64 AHL age 65+ Mountain bike Road bikePercent bike ownership AHLs by age williams-helde marketing communications P. 8 • 6/30/2011
- 9. AHLs Raleigh ■ AHLs with children are 27% more likely to own mountain bikes than road bikes; however, as the age of the children increases, they become increasing likely to own road bikes while mountain bike ownership stays relatively flat. 25.00 20.00 15.00 10.00 5.00 0.00 AHL with child age 12 months AHL with child age 12-23 months AHL with child age 2 yeas AHL with child age 6 years AHL with child age 2–5 years AHL with child age 6–11 years AHL with child age 12–17 years Mountain bike Road bike Percent bike ownership by age of children williams-helde marketing communications P. 9 • 6/30/2011
- 10. AHLs across their lives ■ Being active and healthy are not just things that AHLs do, they’re things that AHLs are. A deeper look into the activities of AHLs shows that these behaviors transcend health and fitness and expand across all areas of AHLs’ lives. AHL vs Non-AHL Index for Social Event Participation (Chart 1.2.1) Index AHL 137 124 123 139 131 133 121 129 127 122 124 122 133 138 112 119 122 Non-AHL 43 63 64 40 52 49 67 55 59 67 64 67 49 42 82 71 67 Country Music Perform. Rock Music Perform. Classical Music Perform. Other Music Perform. Dance Perform. Bar/ Night Club Beach Dancing Dining Out Karaoke Live Theater Museum Movie Club/ Organization Sporting Event Entertain Friends or Relatives at Home Art Gallery 30 50 70 90 110 130 150 AHL vs NON-AHL INDEX FOR SOCIAL EVENT PARTICIPATION williams-helde marketing communications P. 10 • 6/30/2011
- 11. Buying styles ■ Brands marketing to AHLs should seek to provide them with information that allows them to make their own informed decisions about products. AHLs are willing to pay more to buy the best, but they won’t take your word that your product is the best, they want you to prove it. AHL Buying Style Index (Chart 1.4.1) 80 90 100 110 120 130 Penny Pinchers Conscientious Consum ers Buyers of the Best Habitualized Havers Sw ayable Shopaholics Buying Style Index ahl buying style index williams-helde marketing communications P. 11 • 6/30/2011
- 12. AHLs Raleigh ■ Aligned with the rest of their AHL peers, AHLs who recently purchased bikes are primarily buyers of the best. They are less Conscious Consumers than other AHLs and more Habitualized Havers. Buying styles of AHLs Who bought a bike in the last 12 months 160 150 140 130 120 110 100 90 80 70 Penny Pinchers Conscientious Consumers Buyers of the Best Habitualized Havers Swayable Shopaholics Index williams-helde marketing communications P. 12 • 6/30/2011
- 13. AHLs Raleigh ■ AHLs who recently bought bikes cite maintaining weight, physical fitness, regularity, and weight loss as their primary reasons for dieting. AHLs who bought bike in last 12 months reasons for dieting 225 205 185 165 145 125 105 85 65 45 25 Blood sugar level Cholesterol level Lactose intolerance Maintain weight Physical fitness Regularity Salt restriction Weight loss Other Index williams-helde marketing communications P. 13 • 6/30/2011
- 14. Connecting with AHLs williams-helde marketing communications P. 14 • 6/30/2011
- 15. Media consumption ■ AHLs index significantly higher for consuming active media like the internet and magazines, as well as outdoor, compared to non-AHLs that index higher for passive media like TV. ahls are 104% more likely to be heavy internet users than non-ahls AHL vs. Non-AHL Media Usage Index (Chart 2.1) 80 85 90 95 100 105 110 115 AHL Non-AHL Index Magazine Newspaper Radio TV Outdoor Primetime TV Internet AHL vs NON-AHL media usage index williams-helde marketing communications P. 15 • 6/30/2011
- 16. AHLs Raleigh ■ When comparing the media consumption of AHLs with those AHLs who recently purchased bikes, we see similar trends, with Internet, radio, and magazines topping the list and TV at the bottom. ■ Only 35% of AHL bike owners are heavy TV watchers, 24% less than their non-bike-owning AHL peers. ALL who bought bike in last 12 months media consumption 140 130 120 110 100 90 80 70 60 AHLs who bought bikes in last 12 months All who bought bikes in last 12 months Magazine Newspaper Radio TV Outdoor Primetime TV Internet Index williams-helde marketing communications P. 16 • 6/30/2011
- 17. AHL attitudes towards advertising brands ■ AHLs’ attitudes towards advertising and brands are consistent with the notion that they like to do their own product research as opposed to being influenced by third parties. AHLs are looking for information, not for someone to tell them what to think. AHL attitudes towards advertising williams-helde marketing communications AHL Attitudes Towards Advertising (Chart 2.3) 45.00 50.00 55.00 60.00 65.00 70.00 Completely disagree Completely agree Attitude PercentofAHLs Advertising helps keep me up-to-date about products and services that I need or would like to have Too many products do not perform as well as the ads claim Advertising is more manipulative than it is informative Much of advertising is way too annoying I like to look at advertising On average, brands that are advertised are better in quality than brands that are not advertised Advertising helps keep me up-to-date about products and services that I need or would like to have Too many products do not perform as well as the ads claim Advertising is more manipulative than it is informative Advertising helps keep me up-to-date about products and services that I need or would like to have Too many products do not perform as well as the ads claim Advertising is more manipulative than it is informative A lot of advertising is way too annoying I like to look at advertising On average, brands that are advertised are better in quality than brands that are not advertised P. 17 • 6/30/2011
- 18. AHL audience profiles williams-helde marketing communications P. 18 • 6/30/2011
- 19. Young Movers ■ Young Movers are highly active, but less healthy. Men are more active than women and women are more healthy than men. They are tech savvy and adopters of new media. williams-helde marketing communications Age Range 18–35 Income Low–Moderate Marital Status Single, Engaged, or Recently Married Children No Key Activities Competitive Sports (football, basketball, soccer), Extreme Sports (backpacking, rock climbing, snowboarding), Yoga Activities Overall Activity Health Conscious Diet Socially Active Influence Influenced by Advertising Super Influencer Media Consumption TV Radio Print Online Outdoor BuyingStyles Penny Pinchers Conscientious Consumers Buyers of the Best Habitual Havers Swayable Shopaholics P. 19 • 6/30/2011
- 20. Active Parents ■ Active Parents’ lives and activities are highly affected by their children. With less leisure time, Active Parents physical activities become paired with their social activities. Typically the primary caretaker of the children, women’s activity levels tend to be more affected by the age of their children than men’s. williams-helde marketing communications Age Range 25–55 Income Moderate Marital Status Married or Divorced Children Yes Key Activities Social Recreational (basketball, soccer, softball, bicycling, jogging) Activities Overall Activity Health Conscious Diet Socially Active Influence Influenced by Advertising Super Influencer Media Consumption TV Radio Print Online Outdoor BuyingStyles Penny Pinchers Conscientious Consumers Buyers of the Best Habitual Havers Swayable Shopaholics P. 20 • 6/30/2011
- 21. Booming Boomers ■ After many years with kids in the household, Booming Boomers finally have some “me time.” They put some of their newfound leisure time into their own well-being, focusing on aerobic and recreational physical activities. Health becomes an increasing concern and motivation for both exercise and healthy eating. They have a moderate to high level of disposable income, yet are very conscientious shoppers. williams-helde marketing communications Age Range 45–65 Income Moderate–High Marital Status Married or Divorced Children Yes; Out of the home Key Activities Aerobic Recreational (bicycling, basketball, canoeing, skiing, golfing, hiking, target shooting) Activities Overall Activity Health Conscious Diet Socially Active Influence Influenced by Advertising Super Influencer Media Consumption TV Radio Print Online Outdoor BuyingStyles Penny Pinchers Conscientious Consumers Buyers of the Best Habitual Havers Swayable Shopaholics P. 21 • 6/30/2011
- 22. Senior Jocks ■ Senior Jocks have reached an age where health conditions play a role in their everyday lives. Many of their activities and diet decisions revolve around their healthy lifestyles. williams-helde marketing communications Age Range 65+ Income Moderate Marital Status Married, Divorced, or Widowed Children Yes; Out of the home; Grandchildren Key Activities Leisure (walking, bicycling, golfing, cross-country skiing) Activities Overall Activity Health Conscious Diet Socially Active Influence Influenced by Advertising Super Influencer Media Consumption TV Radio Print Online Outdoor BuyingStyles Penny Pinchers Conscientious Consumers Buyers of the Best Habitual Havers Swayable Shopaholics P. 22 • 6/30/2011