According to “Witness the Fitness: A Look at Workout Trends Across the Country,” Google searches for “physical fitness” peak in January every year, and more of these searches are now happening on mobile. What are other rising fitness trends? Here are some ways for retailers and gyms to capture the fitness fiends in the months beyond January.
Think With Google looked at Google and YouTube data to find the latest fitness trends across the United States.
“On YouTube, yoga and bodybuilding are the largest fitness categories, and they are growing,” Google reported. Bodybuilding searching is up 44% year over year. And yoga is up 91% from the previous year.
“People are more likely to search for gyms in big cities, and for home workouts in central states. Based on searches related to physical fitness, California is the most fitness-obsessed state in the nation.” Running is most popular in BostonÛÓ year-round, not just during the time surround the marathon.
“Searches related to physical fitness from mobile devices are up 40% year over year (as of December 2014),” Google revealed. This might seem obvious, but make sure your advertisers think about seasonality when planning campaigns with you. “Gym-related searches peak in January. Searches related to running peak in the warmer months of April and August.”
Google also found that people want to cram exercise in whenever and wherever they can: searches for ÛÏdesk exercisesÛ and ÛÏworkouts on the goÛ are both on the rise.
More great advertising opportunities exist during, and in preparation of, Wedding Season. Your personal trainers and local gyms can cater to brides-to-be who are highly motivated to squeeze into their wedding gowns and teeny weeny bikinis on their honeymoons. Many engaged couples start workout routines together in January and February to hit their weight goals by spring and summer, so think about targeting grooms-to-be as well! “Searches for ÛÏwedding prepÛ are strongly correlated with ÛÏarm workoutÛ and ÛÏhiitÛ (high-intensity interval training).” And there are always going to be those last-minute weight-loss seekers, so continuing marketing to wedding-planning couples throughout the summer is always a good idea.
“As workouts get more extreme, watchtime of videos related to recovery and stretching on YouTube is up 50% year over year. Searches for wearable devices, such as fitness bands and trackers, have overtaken searches for fitness apps. Search interest in ÛÏblacklight runsÛ and ÛÏmud runsÛ has taken off.” Blacklight runs searches are up 350% and mud runsåÊ searches are up 1150%!
AudienceSCAN data said 16% of U.S. adults said “weightlifting” when asked: “For exercise or sport, I enjoy doing/playing…åÊ” With bodybuilding interest on the rise, now is the time to target this group of people. 26% of the audience enjoys playing pool/billiards, and another 26% love working with technology/gadgets. 42% of lifters are runners too, so cross-market to these cross-trainers! They’re 54% more likely than average to start online searches after hearing radio commercials.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.