Spring has sprung and so have the sneezing fits! For the approximately 50 million Americans affected by nasal allergies (according to the Asthma and Allergy Foundation of America), it is the start of a miserable season.
According to AudienceSCAN, 25.1% of allergist patients are between the ages of 25 and 34, and are 19% more likely than other adults to own dogs.
And while many people take refuge inside their homes in the hopes of escaping the worst of it, pollen, dust, and mold in the indoor air can aggravate allergy and asthma symptoms. Even undertaking a deep spring cleaning of your home may not help, given that more than 110 million US adults do not change their filters as part of their spring cleaning routine (46%), according to a new survey among 1,136 U.S. adults released today by FilterBuy, conducted by Radius Global Market Research in March 2018.
A majority of allergist patients (73.9%) own their own homes, according to AudienceSCAN. This makes them 9% more likely than other adults to be homeowners.
The survey results are surprising:
- One-quarter of U.S. adults do not change their filters regularly, and over 26 million (11%) said they never change their filters at all.
- Still, consumers are conscious that the air they breathe can be harmful:
- 60% worry about the air they breathe in their home.
- 66% say that seasonal allergies are affected by the air inside a home or office.
- More than two-thirds of U.S. adults say the quality of the air they breathe at home or work is directly related to their health.
- Of those who had changed their filters at some point in the last two years, 89% have found dust, pet hair and dander (40%) and even insects (18%) on the old filters!
Given that 160.8 million U.S. adults (67%) see dust/pollen in their home, you, your family members, and your pets (who can also suffer from seasonal allergies), will appreciate knowing that a secret to surviving spring allergy season is a new set of replacement HVAC (heating, ventilation and air conditioning) filters. These filters trap the spores, pollen, pet hair and dander, and other allergens that come in from the outside, set up residence and cause us to sneeze and wheeze.
So, how can advertisers reach this audience with the important message of air filters? While they're taking shelter from the outside air inside their homes, 41.1% of allergist patients are catching up on their local news via the TV, and within the past 12 months, 76.1% have taken action after viewing a TV ad. This group is also 54% more likely than other adults to find advertising on mobile apps useful. Within the last six months, 52.8% of allergist patients have also used their mobile devices to make an online purchase that wasn't an app.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.