NEW YORK--(BUSINESS WIRE)--Zoom Media & Marketing, the largest fitness digital media company in the United States, recently collaborated with Nielsen to better understand the Path to Purchase habits of the ZoomFitness audience (more than 16 million health club members in the US and Canada). Research collected in the Fall of 2013 from Nielsen’s On Location demographic study of the ZoomFitness network found that 83% of health club members visit a retail location at least once per week within two hours of their workout.
When asked to recall the last week and then list which retail locations patrons visited within two hours of any gym visit, grocery stores yielded the highest incidence at 70%, while 54% of respondents reported visiting a convenience store or gas station. Over one third (34%) of fitness consumers went to a drug store or pharmacy and more than a quarter (26%) of respondents said they had visited a big box store, such as Target or Walmart.
“Our venues are right on the line of these consumers’ Path to Purchase,” said Zoom’s Senior Executive Vice President, Tom Link. “Health clubs are an important environment for advertisers to connect, influence and motivate the fitness audience to purchase their product before they go to retail.”
The Nielsen custom study also reported that the average gym visit is 78 minutes long and that fitness patrons reported an average of three gym visits per week.
The health club custom measurement consisted of an on-site recruitment for an online survey. Postcard invitations with survey web address were distributed randomly among all visitors 16 years of age or older as they exited statistically selected health clubs. Data collected in the online survey consisted of questions regarding respondent visit including arrival time, areas visited, dwell time, media engagement, time spent viewing/listening, frequency, demographics and psychographics.
ABOUT ZOOM MEDIA & MARKETING:
Zoom Media Group Inc. (“Zoom”) is the largest fitness digital media company in the United States and the world with over 4,000 digital media locations across the United States, Canada and the United Kingdom. In the US Zoom’s fitness network operates in over 140 markets. In addition to health clubs, Zoom operates digital and fixed media networks that reach active consumers in over 10,000 bars & restaurants. Zoom’s digital media networks are measured by The Nielsen Company and reach over 100 million monthly viewers across 25,000 digital screens and over 55,000 billboards. Zoom also offers product sampling and experiential marketing programs. Zoom is owned by the de Gaspé Beaubien family and ABS Capital Partners. For more information, please visit www.zoommedia.com.