Women
Lifestyle Young Movers are highly active individuals. They tend to be drawn to physical activities of all types, but were 44.77% more likely especially to competitive and extreme to eat healthy than men sports. Their lack of children allows them a lot of free time for activities. As a result, they exhibit highly social behaviors. They are less concerned about diet than older AHLs. They are also more likely to be influenced by friends and advertising than older AHLs. Their motivations for dieting are primarily fitness and weight loss. Men vs Women Young women are 6.39% more likely to be AHLs than young men. This was largely driven by the healthy eating habits of this group of women and the poor eating habits of the men. Men were 71.37% more active than women when looking at active were 71.37% more criteria alone. Conversely, women were 44.77% active than women more likely to eat healthy when looking exclusively at healthy criteria. While both men and women Young Movers indexed well for most AHL activities, we see men indexing highest for competitive physical activities where women were more likely to participate in aerobic physical activities.
men
Health Conscious Diet Socially Active Influenced by Advertising
TV
media consumption
Overall Activity
Radio Print Online Outdoor
Super Influencer
Penny Pinchers Buying styles
influence
activities
Media Behaviors Young Movers are super consumers when it comes to media. They are incredibly tech savvy and show exceptionally high use of the internet and new technology.
Conscientious Consumers Buyers of the Best Habitual Havers Swayable Shopaholics
implications for marketers Young Movers, like other younger audiences, are incredibly tech savvy and spend a lot of time online and engaging with emerging technologies. Marketers looking to reach Young Movers should seek to do so on digital platforms. They work out for fitness and weight loss reasons, so messaging should resonate with these motivations.
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