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Tapping into New Year's resolutions

With New Year approaching, many marketers will seek to profit from all the resolution making that goes on, writes Alice Dunn, marketing executive, Kantar Media.

New Year's resolutions: a lucrative market

New Year's resolutions: a lucrative market

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One of the most common New Year resolutions is to get in shape. Latest insight from Kantar Media’s TGI survey reveals that 14 million British adults aged 15+ say they do a lot to keep in shape.

Despite being such a sizeable group, only 18% are members of a gym and only 28% use diet food and drink products.

Although both solid figures, there is real scope for growth as these are the people who already have the motivation to get in shape and may well be influenced to act with the right message in the right place.

This group is a particularly lucrative one for marketers to tap into.

They are 26% more likely than the average British adult to have an income of at least £50,000.

They are also knowledgeable when it comes to financial services, being close to one third more likely to own bonds.

Due to this they are 38% more likely to follow stock exchange prices, indicating just how financially-aware they are.  

This does not, however, mean they are frugal with their money; it is a group that likes to spend.

They are 30% more likely than the average British adult to admit to often buying products because of nice packaging.

They readily admit to spending a lot of money on toiletries and clothes. And they also like to eat out, being 24% more likely to visit restaurants at least once a week.

This health-conscious group also likes its coffee, being 48% more likely than the average British adult to visit coffee shops at least four times a week.

Insight from TGI reveals that this group is particularly likely to be among the heaviest fifth of consumers of cinema.

In terms of the types of films they enjoy they are most likely to have seen art house films, war films and disaster movies.

They like to keep active in their spare time, so it fits that they are also 21% more likely to be among the heaviest fifth of consumers of outdoor media.

These are not the only ways to reach this group, however, as they are also 55% more likely than the average adult to be willing to pay to access content on magazine websites.  

In addition, TGI data reveals they are an easily-influenced bunch, responding well to advertising.

They are one third more likely to happily admit that advertising helps them choose what they buy. They are also 39% more likely to say relevant direct mail can change their opinion of a brand.

Even better news for marketers is that this group is hooked on the culture of celebrity.

They are 54% more likely than the average British adult to claim that celebrities influence their purchase decisions.

They are also 31% more likely to admit that they particularly enjoy watching adverts featuring their favourite celebs. Clearly the astute use of the right celebrity could reap dividends.

These fitness fanatics also respond well to sponsorship, being 65% more likely to buy products from companies who sponsor sports events, teams and TV shows.

This fits with their lifestyle of keeping in shape and their love of celebrity. The two could tie together nicely for savvy marketers when it comes to promoting gyms and diet products.

This means that now is the time to target these people who in January will be at their most receptive to messages of keeping fit and staying healthy.

Alice Dunn, marketing executive, Kantar Media

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