Sleepless in America
Whether it’s the constant attachment to always-on mobile devices or extra hours spent in front of the TV at night, something’s keeping U.S. consumers from their sleep. The Gallup poll reports that we’re getting about 1 hour less sleep than we were in the 1940s.
These days, we’re averaging about 6.8 hours of sleep while medical experts say we should be getting between 7 and 9 hours a night to avoid long-term problems. About 40% of U.S. consumers are falling short. That’s close to the same number, 43%, who know they’d feel better with a little extra shut eye.
Gallup researchers say that adults over age 50 are most likely, 60%+, to sleep at least 7 hours every night. Consumers who are not employed also tend to stay in bed longer. Not surprisingly, consumers with young children report a higher incidence of sleep deprivation, as do young adults.
Medical researchers are taking the sleep deprivation problem seriously. They point out that operating on insufficient sleep can drive hormone imbalances in the body which fuel appetite and lead to obesity. Over the long term, the imbalance can result in insulin resistance and diabetes. In addition, consumers who don’t rack up at least 6 hours of sleep every night significantly increase their chances of suffering a stroke.
Women, 56%, are far more likely than men, 43.4%, to say they want a better sleep experience. This is especially true for women between the ages of 18 and 34, who significantly over-index in their quest for improved sleep according to AudienceSCAN. About 28.9% of these audience members intend to purchase a new bed or mattress and 20% intend to purchase new bedroom furniture in the next year. In the past year, 38.7% of consumers who want better sleep say a social network posting influenced them to start an online search. This format may be the perfect way for marketers to connect with the sleepless consumers in America.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.