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More Than 80% of Health Club Members Visit a Retailer at Least Once Per Week Within Two Hours of Working Out
NEW YORK, NY — A new path to purchase study by Nielsen spotlights the effectiveness of digital place-based advertising at influencing consumer’s buying decisions. In the Fall of 2013, Nielsen On Location ran a demographic study and found that 83% of health club members visit a retail location at least once per week within two hours of their workout.
The research was done on on behalf of Zoom Media & Marketing, one of the largest fitness digital media companies in the United States with more than 16 million health club members in the US and Canada. Zoom’s digital media networks are measured by Nielsen and reach over 100 million monthly viewers across 25,000 digital screens and over 55,000 billboards.
ZoomFitness members were asked to recall their last week and then list which retail locations they visited within two hours of any gym visit. Grocery stores yielded the highest incidence at 70%, while 54% of respondents reported visiting a convenience store or gas station. Over one third (34%) of fitness consumers went to a drug store or pharmacy and more than a quarter (26%) of respondents said they had visited a big box store, such as Target or Walmart.
“Our venues are right in line with consumers’ path-to-purchase,” said Zoom’s Senior Executive Vice President, Tom Link. “Health clubs are an important environment for advertisers to connect, influence, and motivate the fitness audience to purchase their product before they go to retail.”
Nielsen’s study also found that the average gym visit is 78 minutes long and that fitness patrons reported an average of three gym visits per week.
Nielsen’s health club measurement consisted of an on-site recruitment for an online survey. Postcard invitations with the survey’s web address were distributed randomly among all visitors 16 years of age or older as they exited statistically selected health clubs. Data collected in the online survey consisted of questions regarding respondent visit including arrival time, areas visited, dwell time, media engagement, time spent viewing/listening, frequency, demographics and psychographics.