What is the most popular New Year’s Resolution for 2015?
by Bijal Shah and Steven Parisi
Ibotta polled over 100,000 users to identify 2015’s most popular New Year’s Resolutions. What were the results? Four of the top five resolutions involved the health and wellness categories.
TOP 5 NEW YEAR’S RESOLUTIONS
- Lose Weight
- Meet Financial Objectives
- Eat Healthier
- Live a Healthier Lifestyle
- Achieve A Fitness Goal
Deep Dive: Of those who said they wanted to lose weight, more than 60% of users were looking to lose 20 pounds or more. In addition, many set very specific goals in regards to how they planned to be more active in the coming year. In particular, 46% of users were looking to incorporate running into their fitness routine, with many stating a goal of completing a 5K, 10K, half or full marathon.
Utilizing New Year’s Resolutions for Marketing Spend
For marketers working with companies in the health and wellness space, New Year’s Resolutions are the perfect way to acquire new customers. Why is this year different from last? In years passed, New Year’s Resolutions focused on kicking bad habits (like smoking), not on introducing healthy habits like eating more fruits and vegetables. With consumers looking to find new ways to meet and / or keep their resolutions, companies that have value propositions targeted at making it easier, more comfortable, and even more fashionable to meet these resolutions are in luck.
At Ibotta, we use survey data to help identify potential customers who are highly likely to engage with specific content or campaigns. In fact, Ibotta’s platform combined with this type of survey data helps clients reach potential customers on their primary screens (smart phones). Also, because we can clearly and measurably close the media spend loop, especially in the brick and mortar and offline service industries, we can provide an accurate account of return on media spend to our clients.
In addition, by understanding a consumer’s unique goals, our clients can cross promote relevant services across a wide range of service providers. For example, if consumers are looking to get in shape by starting yoga, companies like CorePower Yoga (a yoga service provider) can partner with Lululemon (an athletic apparel brand), and MyFitnessPal (a fitness focused iPhone app) to help expand reach and drive further commitment from consumers.
In the long run, utilizing stated intent information helps marketers allocate resources more intelligently, resulting in highly optimized media spend.
Source: Ibotta + Ibottalytics
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Questions? Email ibottalytics@ibotta.com
