Page 1

SEPTEMBER 27, 2012

HEALTH & WELLNESS INFLUENCERS While the Internet has become the go-to source for information on just about everything, when it comes to how to be healthy the Internet is one among many places people turn to. Medical professionals are the #1 source by a wide margin, along with traditional print and TV. Your wellness messages need to be posted everywhere in order to reach shoppers.

Š ALL RIGHTS RESERVED 2012


GO-TO SOURCES FOR HEALTH & WELLNESS Shoppers have many ways to get information about their health. While the Internet is important it is not the only source, or even the #1 source for most health topics.

WELLNESS

Interested in learning new ways to do activity. Base:

Live Healthy & Well

Get A Be. HealthyEnergized Look

TREATMENT Get Healthy Recipes

Mng. Seasonal Allergies

Treat w/ Holistic Remedies

88%

75%

74%

83%

71%

60%

(1314)

(1133 )

(1106)

(1239)

(1066)

(902)

Health professional (Net)

64

61

48

39

78

62

- My doctor

52

45

32

16

65

40

•! Secondary health professionals (i.e. Nutritionists) have made inroads with ! of consumers to help them live a healthy lifestyle, be energized and follow healthy recipes.

- A nutritionist

23

21

16

26

8

18

- A pharmacist

12

14

8

5

35

21

•! Pharmacists are also a secondary option but only for managing allergies (35%) and understanding alternative, holistic remedies (21%).

- Other health professional

10

10

13

6

9

15

Media (Net)

47

42

55

59

25

37

- Magazine

30

24

39

43

16

21

- TV

24

23

29

31

11

15

- Newsletters/journals

12

10

10

13

7

12

Online (Net)

33

31

32

32

31

38

Family/Friends (Net)

22

24

28

30

17

22

(SEE APPENDIX TABLE 1 )

»! Medical professionals, primarily doctors, are still where most go for information on staying well and to treat conditions.

»! Traditional media is still a valuable source for information on most topics surrounding Wellness--more so than the “new” online media-- for living well, looking healthy and finding the right recipes for a healthier diet. »! The Internet is particularly strong for finding ideas to manage allergies and understanding holistic remedies.

2 © ALL RIGHTS RESERVED2012

Q. Which 3 sources work best for you to learn about ways to".?. HEALTH & WELLNESS INFLUENCERS | SEPTEMBER 27, 2012


GO-TO SOURCES FOR HEALTH & WELLNESS: BY DEMOS When it comes to where people go for guidance on their health, demographics do not fall into the stereotypes as readily as you might think. (SEE APPENDIX TABLES 2A – 8A)

»! Overall people of all age groups rely on the Internet equally for information, with two exceptions: •! More younger people go online to find healthy recipes (see Table 7A) and for getting a healthy appearance (see Table 8A). •! African Americans generally rely on medical professionals for many reasons, more so than other ethnic groups. (See tables 2 A – 8A)

3 © ALL RIGHTS RESERVED2012

USE THE INTERNET FOR INFORMATION 18-34

35-54

55+

A %

B %

C %

Finding health recipes

40C

34C

24

Getting a healthy looking appearance

36C

33

27

Base sizes vary

USE HEALTH PROFESSIONALS FOR INFORMATION Caucasian

Hispanic

African American

A %

B %

C %

Living healthy & well

61

64

75AB

Being energized

61

58

71AB

Caring for elders

62

61

75AB

Base sizes vary

Q. Which 3 sources work best for you to learn about ways to "? HEALTH & WELLNESS INFLUENCERS | SEPTEMBER 27, 2012


INSIGHTS TO ACTIVATE »! While we all focus on the extraordinary growth of the Internet as the go-to source for everything we want to know, the reality is that about 1/3 of consumers have added the Internet as a new information source on their health and wellness -- but they haven’t abandoned their traditional sources. They just keep adding new layers, just as they do with shopping. The messages you want to send to shoppers still need to be everywhere -- just like your products still need to be sold everywhere. »! As we have seen in other studies, the Internet is generally ageless when it comes to researching information. For health and wellness, one-third of adults go online to learn about how to be healthy and well, how to ease their allergies and treat conditions for themselves or to care for elderly relatives. Content for health and wellness should be written for all age groups. »! The reliance of African Americans on medical professionals for information can trace back to one of two things: their doctor and pharmacist presents an opportunity for the one-on-one counseling that they prefer, and/or media and web based information may not be in the right format or context for them. Either way, this is a heads up for manufacturers and retailers to pay particular attention to how they present information to the African American community.

4 © ALL RIGHTS RESERVED2012

HEALTH & WELLNESS INFLUENCERS | SEPTEMBER 27, 2012


APPENDIX TABLES TABLE 1

H&W INFLUENCERS

»! By Conditions

TABLE 2

H&W INFLUENCERS: LIVING HEALTHY & WELL

»! A: By Demographics »! B: By Retailer’s Shoppers

TABLE 3

H&W INFLUENCERS: MANAGING SEASONAL ALLERGIES

»! A: By Demographics »! B: By Retailer’s Shoppers

TABLE 4

H&W INFLUENCERS: TREATING HEALTH CONDITIONS WITH HOLISTIC REMEDIES

»! A: By Demographics »! B: By Retailer’s Shoppers

TABLE 5

H&W INFLUENCERS: BEING ENERGIZED

»! A: By Demographics »! B: By Retailer’s Shoppers

TABLE 6

H&W INFLUENCERS: CARING FOR ELDERS

TABLE 7

H&W INFLUENCERS: GETTING HEALTHY RECIPES FOR MEALS

»! A: By Demographics »! B: By Retailer’s Shoppers

TABLE 8

H&W INFLUENCERS: GETTING A HEALTHY LOOKING APPEARANCE

»! A: By Demographics »! B: By Retailer’s Shoppers

5 © ALL RIGHTS RESERVED2012

»! A: By Demographics »! B: By Retailer’s Shoppers


TABLE 1: H&W INFLUENCERS WELLNESS AVG.

Interested in learning new ways to do activity Base: Top 3 Selected

Live Healthy And Well

Be Energized

Get A HealthyLooking Appearance

TREATMENTS Get Healthy Recipes For Meals

Manage Seasonal Allergies

Treat Health Conditions w/ Holistic Remedies

Care For Elders

88%

75%

74%

83%

71%

60%

52%

(1314)

(1133 )

(1106)

(1239)

(1066)

(902)

(775)

Health Professionals (Net)

59

64

61

48

39

78

62

64

- My doctor

43

52

45

32

16

65

40

48

- Nutritionist

18

23

21

16

26

8

18

11

- A pharmacist

16

12

14

8

5

35

21

18

- Other health professional

12

10

10

13

6

9

15

23

Media (Net)

43

47

42

55

59

25

37

34

- Magazine articles

27

30

24

39

43

16

21

18

- TV shows

21

24

23

29

31

11

15

13

- Special newsletters/ journals

11

12

10

10

13

7

12

13

Online Sources (Net)

33

33

31

32

32

31

38

34

- Websites like Webmd or drugstore.com

24

25

23

23

24

19

28

24

- Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.)

8

7

7

9

7

9

9

9

- Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

6

4

6

5

6

8

5

7

My family, friends and coworkers (Net)

25

22

24

28

30

17

22

32

Employees at retail stores (Net)

3

2

4

5

2

3

4

3

6 © ALL RIGHTS RESERVED2012

Q. Which 3 sources work best for you to learn about ways "? Summary Table How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012


TABLE 2A: H&W INFLUENCERS: LIVING HEALTHY & WELL TOTAL

GENDER

AGE

INCOME

18-34

35-54

55+

<$50K

$50k$99K

(694) C %

(367) D %

(505) E %

(442) F %

(642) G %

(477) H %

(195) I %

(862) J %

(172) K %

(193) L %

67 C

61

62

62

68

63

66

63

61

64

75 JK

52

53

51

46

50

60 DE

51

53

52

51

47

62 JK

- Nutritionist

23

23

23

24

24

21

22

23

25

21

30 J

27 J

- A pharmacist

12

15 C

10

12

12

12

13

12

11

11

10

17 J

- Other health professional

10

10

9

11

9

9

11

8

9

9

8

16 JK

Media (Net)

47

40

53 B

40

52 D

48 D

47

49

45

47

50

49

- Magazine articles

30

24

36 B

23

35 D

30 D

27

33 G

34

32

31

27

- TV shows

24

20

28 B

22

29 DF

21

25

24

24

23

30 J

26

- Special newsletters/ journals

12

10

14 B

7

10

18 DE

14 I

11

7

11

15

16 J

Online Sources (Net)

33

33

32

34

31

33

33

32

31

33

30

33

- Websites like webmd or drugstore.com

25

25

25

25

24

26

26

25

24

27

24

21

7

8

6

9

6

7

8

7

6

6

6

8

4

6C

3

5

4

4

4

4

5

4

5

7J

My family, friends and coworkers (Net)

22

22

22

28 F

24 F

15

23 I

24 I

15

22

25

19

Employees at retail stores (Net)

2

3C

1

4 EF

1

1

1

4G

2

1

3

4J

MAY 2012

Men

Women

(1314) A %

(620) B %

Traditional Health (Net)

64

- My doctor

Base: Total (Excl . activity does not apply to me) Top 3 Selected

- Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

7 © ALL RIGHTS RESERVED2012

ETHNICITY $100K+ Caucasian Hispanic

Q. Which 3 sources work best for you to learn about ways to live healthy and well? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012

African American


TABLE 2B : H&W INFLUENCERS: LIVING HEALTHY & WELL IN THE PAST WEEK TOTAL

Base: Total (Excl . activity does not apply to me) Top 3 Selected * Small base size

IN THE PAST 3 MONTHS

MASS MERCH.

DRUG STORE CVS

WG

WAREHOUSE CLUB RA

Total

DOLLAR STORE

ONLINE

SUPERMARKET

CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX ABTS Total

DEPARTMENT STORE

Total WMT

TGT

Total

(1314) (811) (653)

(329)

(954) (172) (264) (70)* (552) (164) (202) (796) (124) (71)* (962) (311) (188) (143) (151) (824) (681) (132) (226) (78)*

Total

MCY KHLS

JCP

A %

B %

C %

D %

E %

F %

G %

H %

I %

J %

K %

L %

M %

N %

O %

P %

Q %

R %

S %

T %

U %

V %

W %

X %

Traditional Health (Net)

64

66

67

65

66

66

68

64

67 J

57

73 J

65

70

75

64

67

61

67

60

63

65

67

65

63

- My doctor

52

54

56

53

55

53

56

47

55 J

45

59 J

53

56

54

53 S

53

51

52

44

51

55

52

57

53

- Nutritionist

23

23

24

23

24

26

22

27

27 O

21

31 J

23

26

31

22

25

21

25

27

23

22

29 X

22

14

- A pharmacist

12

13

13

11

14

12

12

11

14 J

8

16 J

12

11

8

12

15

12

15

13

12

12

14

9

15

- Other health professional

10

9

9

10

10

9

11

7

9

9

8

10

10

10

8

12 R

8

5

9

9

9

5

9

6

Media (Net)

47

49

47

53

50

46

47

47

51

57

49

50

43

44

48

50

48

49

45

50

52

53

52

50

- Magazine articles

30

33

30

38 C

32

32

30

37

33

38

34

32

31

30

31

32

32

33

31

32

35

37

34

33

- TV shows

24

26

25

27

26

26

21

20

24

29

21

27

19

21

25

24

30

24

26

25

27

25

23

32

- Special newsletters/ journals

12

12

12

13

13

13

12

7

14

16

12

12

8

13

12

11

11

17

10

13

12

15

12

6

Online Sources (Net)

33

33

33

35

33

27

34 43 F

33

35

33

34

30

39

35

34

38

37

37

34

35

38

35

42

25

27

26

26

27

20 30 F 34 F

25

29

26

26

25

28

28

26

29

29

30

28

27

28

31

36

7

7

7

8

7

7

5

9

8

5

7

8

6

10

7

8

11

9

9

6

7

8

6

5

4

4

5

5

4

2

3

7

6

5

4

4

4

6

4

5

4

6

5

4

4W

8W

1

4

22

23

23

20

22

20

26

21

21

24

22

22

19

20

23

23

21

22

21

24

21

20

18

27

2

2

3

4

2

1

2

1

3

1

1

2

1

1

2

3

5O

4

4

2

2

2

2

0

- Websites like webmd or drugstore.com - Retailer websites (like Walmart.com,CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.) My family, friends and coworkers (Net) Employees at retail stores (Net)

8 © ALL RIGHTS RESERVED2012

Q. Which 3 sources work best for you to learn about ways to live healthy and well? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012


TABLE 3A: H&W INFLUENCERS: MANAGING SEASONAL ALLERGIES TOTAL MAY 2012

GENDER

AGE

INCOME $50k$99K

Men

Women

18-34

35-54

55+

<$50K

(1066) A %

(518) B %

(548) C %

(301) D %

(439) E %

(326) F %

(512) G %

Traditional Health (Net)

78

78

77

70

79 D

83 D

- My doctor

65

64

65

51

- A pharmacist

35

34

35

- Other health professional

9

10

- Nutritionist

8

Online Sources (Net) - Websites like webmd or drugstore.com

Base: Total (Excl . activity does not apply to me) Top 3 Selected

ETHNICITY $100K+ Caucasian Hispanic

African American

(386) H %

(168) I %

(676) J %

(148) K %

77

79

79

78

76

77

67 D 75 DE

64

66

65

67

59

67

27

37 D

38 D

35

34

35

35

30

39

8

9

9

9

9

8

10

8

7

13 J

10 C

6

11 F

8

6

7

9

11

6

16 J

10 J

31

31

30

31

31

29

33

29

28

31 K

23

34 K

19

19

20

16

21

20

20

19

18

21

15

19

9

8

9

11

8

7

11 HI

7

6

7

8

13 J

8

10 C

7

13 EF

7

6

8

9

9

9

6

8

Media (Net)

25

23

28

24

27

25

25

26

23

22

33 J

35 J

- Magazine articles

16

13

18 B

14

17

15

15

16

15

14

20

19

- TV shows

11

11

11

12

12

9

11

12

10

9

18 J

16 J

- Special newsletters/ journals

7

6

8

7

5

9

7

8

5

5

8

12 J

My family, friends and coworkers (Net)

17

16

18

22 F

18 F

10

16

19 I

13

16

19

15

Employees at retail stores (Net)

3

4C

2

7 EF

2

2

3

3

4

2

4

7J

-!Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

9 © ALL RIGHTS RESERVED2012

Q. Which 3 sources work best for you to learn about ways to manage seasonal allergies? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012

(163) L %


TABLE 3B: H&W INFLUENCERS: MANAGING SEASONAL ALLERGIES TOTAL

Base: Total (Excl . activity does not apply to me) Top 3 Selected * Small base size

IN THE PAST WEEK

IN THE PAST 3 MONTHS

MASS MERCH.

CVS

WG

ONLINE Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX ABTS Total

WAREHOUSE CLUB

DRUG STORE RA

DOLLAR STORE

SUPERMARKET

DEPARTMENT STORE Total MCY KHLS JCP

Total WMT

TGT

Total

(1066) (676) (549)

(277)

(774) (135) (210) (49)* (465) (127) (176) (655) (100) (60)* (776) (268) (159) (121) (123) (666) (558) (107) (184) (62)*

A %

B %

C %

D %

E %

F %

G %

H %

I %

J %

K %

L %

M %

N %

O %

P %

Q %

R %

S %

T %

U %

V %

W %

X %

Traditional Health (Net)

78

81

81

81

81

81

81

80

82

78

84

80

87 N

73

80

79

77

79

78

78

78

79

78

77

- My doctor

65

67

67

63

68

69

68

65

67

59

70

68

72

60

67 S

65

62

64

58

65

65

61

68

65

- A pharmacist

35

39

39

38

38

34

38

37

38

30

41

22

36

35

36

31

35

36

35

32

35

31

- Other health professional

9

8

8

6

9

8

8

12

9

9

10

9

13

12

9

8

6

11

10

9

9

11

8

6

- Nutritionist

8

9

9

13 B

9

10 G

5

8

11 LO

6

10

7

3

5

8

10

10

12

13 O

8

9

6

5

10

Online Sources (Net)

31

32

32

35

32 F

21

30 39 F

32

28

28

32

28

42

33

33

35

39

34

32

33

31

30

37

19

22

22

22

20

16

23 29 F

19

18

19

20

22

28

22

20

20

23

17

22

20

18

18

24

9

8

9

10

9

6

8

9

6

6

9

6

10

9

10

13

12

14

7

9

9

8

8

8

8

8

10

9F

2

10

9

9

9

4

8

8

11

10

12

10

9

10

12

10

11

Media (Net)

25

26

25

29

26

27

21

24

27

27

22

27

19

35 M

26

28

33

29

32

27

28

32

24

27

- Magazine articles

16

16

14

20 C

16

17

13

20

15

17

11

16 M

8

20 M

15

17

21

14

21

17

18

21

16

21

- TV shows

11

11

10

10

11

10

8

12

10

9

11

12

9

22 LM

11

12

17 O

12

13

11

12

12

11

13

7

8

7

9

7

7

5

4

8

8

6

7

5

10

7

9

9

11

10

7

7

11 X

6

2

17

17

18

17

16

14

13

24

17

19

21

18

19

13

18

16

18

19

15

18

17

18

15

18

3

3

3

5

2

1

0

4G

2

2

1

2

0

3

2

2

3

2

4

3

3

5

2

0

- Websites like webmd or drugstore.com -! Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

- Special newsletters/ journals My family, friends and coworkers (Net) Employees at retail stores (Net)

10 © ALL RIGHTS RESERVED2012

4

10 F 10 F

36 N 45 N

Q. Which 3 sources work best for you to learn about ways to manage seasonal allergies? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012


TABLE 4A: H&W INFLUENCERS: TREATING HEALTH CONDITIONS WITH HOLISTIC REMEDIES TOTAL

GENDER

AGE

INCOME

ETHNICITY

MAY 2012

Men

Women

18-34

35-54

55+

<$50K

$50k$99K

(902) A %

(425) B %

(477) C %

(265) D %

(358) E %

(279) F %

(434) G %

(321) H %

(147) I %

(556) J %

(126) K %

(154) L %

Traditional Health (Net)

62

62

62

61

61

65

59

64

65

61

67

64

- My doctor

40

38

41

40

40

39

38

41

41

38

42

43

- A pharmacist

21

23

19

21

21

20

20

20

24

19

17

29 JK

- Nutritionist

18

18

19

15

19

22 D

17

18

24

18

21

20

- Other health professional

15

15

15

12

15

17

14

17

11

15

14

14

Online Sources (Net)

38

38

39

41

37

37

41 I

38

31

39

32

37

- Websites like webmd or drugstore.com

28

28

29

28

28

29

31

28

22

31 KL

22

20

- Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.)

9

10

8

11

8

8

10

8

10

8

8

12

- Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

5

7C

4

9 EF

4

3

6

6

3

4

7

8J

Media (Net)

37

31

42 B

31

36

43 D

35

39

37

35

38

45 J

- Magazine articles

21

16

24 B

16

22

23 D

18

23

24

20

21

25

- TV shows

15

13

16

14

14

17

15

16

14

13

17

21 J

- Special newsletters/ journals

12

10

14

9

11

18 DE

13

12

11

11

13

16

My family, friends and coworkers (Net)

22

22

22

21

27 F

16

22

23

19

22

21

19

Employees at retail stores (Net)

4

6C

2

8 EF

3

2

3

4

3

3

4

5

Base: Total (Excl . activity does not apply to me) Top 3 Selected

$100K+ Caucasian Hispanic

Q. Which 3 sources work best for you to learn about ways to Treat health conditions with holistic remedies? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012

11 © ALL RIGHTS RESERVED2012

African American


TABLE 4B: H&W INFLUENCERS: TREATING HEALTH CONDITIONS WITH HOLISTIC REMEDIES TOTAL

Base: Total (Excl . activity does not apply to me) Top 3 Selected * Small base size

IN THE PAST WEEK

IN THE PAST 3 MONTHS

MASS MERCH. Total WMT

TGT

Total

(237) D

(658) (117) (166) (48)* (404) (113) (148) (551) (84)* E F G H I J K L M

%

%

Traditional Health (Net)

62

64

64

- My doctor

40

41

- A pharmacist

21

- Nutritionist

RA

%

%

%

%

%

%

%

%

%

65

63

67

62

65

65

59

68

63

42

41

41

46

39

46

41

32

43

24

25

24

22

20

19

25

23 J

14

18

18

17

22

19

21

14

13

23 B

- Other health professional

15

15

15

14

16

15

16

15

Online Sources (Net)

38

40

41

40

40 F

30 42 F

- Websites like webmd or drugstore.com

28

31

31

27

31

9

9

9

10

5

5

6

Media (Net)

37

39

- Magazine articles

21

- TV shows

- Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

- Special newsletters/ journals My family, friends and coworkers (Net) Employees at retail stores (Net)

%

WG

DOLLAR STORE

(902) (542) (443) A B C

%

CVS

ONLINE Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX ABTS Total

WAREHOUSE CLUB

DRUG STORE

SUPERMARKET

DEPARTMENT STORE Total MCY KHLS JCP

(52)* (640) (218) (134) (113) (109) (563) (463) (92)* (136) (50)* N O P Q R S T U V W X

%

%

%

%

%

%

%

%

%

%

%

67

65

62

63

65

58

65

61

63

62

64

56

41

39

40

39

40

40

29

42 R

38

40

43

40

30

27 J

23

24

13

21

24

24

16

23

21

20

17

16

12

19

23

18

14

19

20

19

25

15

27 R

19

19

18

14

22

16

20

17

15

21

17

16

16

16

18

14

15

14

12

18

16

40

39

36

42

39

33

37

40

38

41

46

47

42

41

38

42

48

24 37 F

31

28

31

32

29

26

25

32

28

29

32

33

32

30

26

34

36

9

4

7

8

10

6

7

8

6

10

9

12

11

16 O

13

9

10

9

10

14

6

5

3

5

2

7

3

7

6

2

4

4

8O

5

7

6

5

5

5

4

4

37

43

39

30

37

42

40

38

36

37

37

37

38

44

43

41

39

39

41

46

38

36

23

21

25

22

17

20

17

23

21

20

20

23

17

22

28

22

23

20

22

24

32

21

24

15

15

14

16

15

9

18 F

17

15

16

14

16

12

19

15

17

17

17

19

14

16

17

16

12

12

13

12

14

13

12

10

15

13

12

11

12

12

8

12

12

16

13

10

13

13

10

10

16

22

23

23

22

22

24

20

31

21

23

23

23

25

27

23

20

19

22

21

25

24

22

27

26

4

3

4

5

3

4G

1

0

3

4K

1

3

0

4

3

3

6

7

6

3

4

8W

1

4

Q. Which 3 sources work best for you to learn about ways to Treat health conditions with holistic remedies? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012

12 © ALL RIGHTS RESERVED2012


TABLE 5A: H&W INFLUENCERS: BEING ENERGIZED TOTAL MAY 2012

GENDER

AGE

Men

Women

18-34

35-54

55+

<$50K

(1133) A %

(535) B %

(598) C %

(325) D %

(451) E %

(357) F %

(550) G %

Traditional Health (Net)

61

65 C

58

60

58

67 DE

- My doctor

45

46

44

42

41

- Nutritionist

21

24 C

18

22

- A pharmacist

14

16

12

- Other health professional

10

11

Media (Net)

42

- Magazine articles

Base: Total (Excl . activity does not apply to me) Top 3 Selected

INCOME ETHNICITY $50kAfrican $100K+ Caucasian Hispanic $99K American (411) H %

(172) I %

(736) J %

(147) K %

(174) L %

60

64

59

61

58

71 JK

53 DE

45

46

43

44

37

56 JK

22

18

19

23

23

20

22

26

10

13

18 D

14

13

13

13

10

20 JK

9

8

11

10

10

9

9

9

13

11

35

49 B

38

44

44

42

42

44

41

46

45

24

17

31 B

21

26

25

21

26

31 G

25

27

21

- TV shows

23

19

26 B

22

25

20

24

21

22

22

25

22

- Special newsletters/ journals

10

9

11

7

8

15 DE

10

9

10

8

12

18 J

Online Sources (Net)

31

31

31

33

33

27

31

31

30

30

32

29

- Websites like webmd or drugstore.com

23

22

24

21

25

22

23

23

23

24

21

19

- Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.)

7

8

7

9F

8F

4

9

6

5

6

8

9

- Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

6

8C

4

9F

5

4

5

6

5

5

10 J

6

My family, friends and coworkers (Net)

24

24

24

26

25

22

26

22

21

25

25

22

Employees at retail stores (Net)

4

5

3

8 EF

3

2

4

5

2

2

6J

7J

13 © ALL RIGHTS RESERVED2012

Q. Which 3 sources work best for you to learn about ways to Be energized? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012


TABLE 5B: H&W INFLUENCERS: BEING ENERGIZED TOTAL

Base: Total (Excl . activity does not apply to me) Top 3 Selected * Small base size

IN THE PAST WEEK

IN THE PAST 3 MONTHS

MASS MERCH.

DRUG STORE CVS

WG

WAREHOUSE CLUB RA

DOLLAR STORE

SUPERMARKET

Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX

ONLINE ABTS Total

DEPARTMENT STORE Total MCY KHLS JCP

Total WMT

TGT

Total

(1133) (705) (572) A B C % % %

(290) D %

(830) (144) (228) (60)* (486) (142) (178) (705) (107) (62)* (825) (279) (160) (129) (124) (710) (603) (118) (189) (70)* E F G H I J K L M N O P Q R S T U V W X % % % % % % % % % % % % % % % % % % % %

Traditional Health (Net)

61

63

65

61

63

63

63

57

64 J

54

69 J

63

66

58

60

61

59

60

61

62

61

58

57

- My doctor - Nutritionist - A pharmacist - Other health professional

45 21 14

47 21 15

49 21 16

43 23 14

46 22 16

40 24 16

50 18 11

43 15 12

46 J 23 15 J

35 15 7

54 J 26 J 19 J

48 21 15

50 17 13

45 21 10

44 21 13

46 23 13

38 19 13

43 22 16

42 21 11

45 22 14

43 22 13

37 25 11

47 16 10

73 VW 50 21 19 W

10

9

10

8

10

8

11

10

11

13

10

10

12

10

9

10

11

6

12

10

10

13

7

10

Media (Net)

42

45

43

48

44

40

42

50

45

50

41

43

40

44

43

43

46

45

41

43

46

47

46

43

- Magazine articles - TV shows

24 23

28 24

25 24

34 C 25

27 24

24 19

26 25

37 27

27 22

30 27

24 20

25 25

21 23

24 26

25 23

25 24

31 25

26 27

27 23

26 22

29 25

31 21

29 26

26 24

- Special newsletters/ journals

10

9

9

9

10

11

7

5

12

11

12

9

10

11

10

9

11

15

8

11

9

11

6

9

Online Sources (Net)

31

33

32

36

33

30

32

43

33

32

32

32

31

37

32

32

40

33

36

34

33

29

32

39

- Websites like webmd or drugstore.com

23

26

24

26

25

26

25

37

23

27

24

24

21

32

24

24

29

22

24

26

26

21

28

33

- Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.)

7

7

7

8

7

3

5

8

7

6

4

8

7

10

8

9

10

11

11

6

6

9

5

3

- Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

6

6

6

9

6

3

7

7

8

5

6

7

5

6

5

6

8

6

10

7

6

7

3

7

My family, friends and coworkers (Net)

24

25

26

22

23

22

23

23

25

31

22

25

28

16

24

21

24

19

26

25

23

27

21

24

Employees at retail stores (Net)

4

4

4

6

3

4

1

2

5

4

2

3

1

2

4

4

6

7

5

4

3

6X

2

0

14 © ALL RIGHTS RESERVED2012

Q. Which 3 sources work best for you to learn about ways to Be energized? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012


TABLE 6A: H&W INFLUENCERS: CARING FOR ELDERS TOTAL MAY 2012

GENDER

AGE

Men

Women

18-34

35-54

55+

<$50K

(775) A %

(386) B %

(389) C %

(245) D %

(300) E %

(230) F %

(371) G %

Traditional Health (Net)

64

63

65

59

60

73 DE

- My doctor

48

48

47

44

47

- Other health professional

23

19

26 B

16

- A pharmacist

18

20

15

- Nutritionist

11

12

Media (Net)

34

- Magazine articles

Base: Total (Excl . activity does not apply to me) Top 3 Selected

INCOME ETHNICITY $50kAfrican $100K+ Caucasian Hispanic $99K American (280) H %

(124) I %

(478) J %

(112) K %

(122) L %

63

65

63

62

61

75 JK

53

45

51

48

49

42

49

21

32 DE

25

20

21

21

18

39 JK

15

20

18

18

18

18

18

14

22

10

12

11

10

11

10

14

9

12

20 J

32

36

30

33

40 D

31

38

33

35

35

30

18

18

19

14

20

21 D

15

21 G

21

20 L

19

10

- TV shows

13

12

13

15 F

14 F

9

12

14

12

12

15

13

- Special newsletters/ journals

13

10

15 B

11

9

19 DE

13

14

10

12

14

15

Online Sources (Net)

34

34

34

35

37

30

34

36

31

34

37

30

- Websites like webmd or drugstore.com

24

23

24

20

26

25

23

24

23

26 L

23

15

9

9

8

11 F

9

6

10

8

7

7

10

13 J

7

8

5

11 F

6

4

6

7

7

6

8

8

My family, friends and coworkers (Net)

32

30

34

29

38 DF

27

35

29

29

33

33

31

Employees at retail stores (Net)

3

4

2

7 EF

2

1

2

5I

1

3

2

5

- Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like - Tylenol.com, or Pfizer.com, etc.)

Q. Which 3 sources work best for you to learn about ways to Care for elders (aging parents, cousins etc.)? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012

15 © ALL RIGHTS RESERVED2012


TABLE 6B: H&W INFLUENCERS: CARING FOR ELDERS TOTAL

Base: Total (Excl . activity does not apply to me) Top 3 Selected * Small base size

IN THE PAST WEEK

IN THE PAST 3 MONTHS

MASS MERCH.

WG

ONLINE Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX ABTS Total

WAREHOUSE CLUB

DRUG STORE RA

DOLLAR STORE

Total WMT

TGT

Total

CVS

(775) (477) (385) A B C % % %

(225) D %

(553) E %

(96) (142) (33)* (357) (99)* (123) (485) (72)* F G H I J K L M % % % % % % % %

SUPERMARKET

DEPARTMENT STORE Total MCY KHLS JCP

(49)* (537) (188) (107) (85)* (95)* (467) (407) (74)* (128) (42)* N O P Q R S T U V W X % % % % % % % % % % %

Traditional Health (Net)

64

67

68

64

66

68

62

67

67

67

67

65

64

63

64

61

65

68

62

64

64

72

59

57

- My doctor

48

49

50

47

51

49

51

48

49

47

50

50

47

43

47

48

45

52

45

50

49

47

49

40

- Other health professional

23

24

25

21

24

27

21

21

23

24

24

23

25

22

25

24

28

22

27

22

21

18

24

29

- A pharmacist

18

18

18

18

19

23

16

33 EG

18

11

15

18

25 N

10

18

18

17

16

17

16

17

20

12

10

- Nutritionist

11

12

12

14

11

8

8

15

12

11

8

11

8

14

11

11

13

12

16

10

10

8

5

5

Media (Net)

34

34

34

36

35 H

29

30

18

37

35

34

34

32

31

35

36

37

35

38

36

38

39

33

40

- Magazine articles

18

18

18

19

20

16

18

12

20

22

19

18

18

12

20

18

22

20

22

21

22

18

20

26

- TV shows

13

13

13

16

12

10

8

9

13

10

11

13

7

14

12

16

17

15

9

12

13

18

12

7

- Special newsletters/ journals

13

12

11

12

13

11

11

3

13

13

14

13

13

14

11

8

11

14

9

13

14

15

13

14

Online Sources (Net)

34

36

35

44 C

36

26

35

42

36

34

36

34

24

45 M

37

40

47

44

43

38

36

38

35

38

24

26

24

27

26

20

27

42 EF

24

22

24

24

15

39 LM

28

27

31

24

25

29

25

24

27

36

9

9

9

12

9

5

8

0

10

13

8

8

8

8

9

12

14

18 O

15

8

10

14

8

2

7

8

8

12

7

4

8

0

7

4

7

6

4

4

7

7

9

11

9

8

8

11 X

5

0

32

34

33

30

33

32

37

27

32

32

39

35

38

37

32 S

31

25

27

21

33

33

28

39

40

3

3

3

5

2

0

1

0

3

1

1

3

1

0

3

3

6

8 OP 7 O

3

3

4

1

2

- Websites like webmd or drugstore.com - Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.) My family, friends and coworkers (Net) Employees at retail stores (Net)

Q. Which 3 sources work best for you to learn about ways to Care for elders (aging parents, cousins etc.)? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012

16 © ALL RIGHTS RESERVED2012


TABLE 7A: H&W INFLUENCERS: GETTING HEALTHY RECIPES FOR MEALS TOTAL MAY 2012

GENDER

AGE

Men

Women

18-34

35-54

55+

<$50K

(1239) A %

(571) B %

(668) C %

(352) D %

(488) E %

(399) F %

(596) G %

Media (Net)

59

53

64 B

52

60 D

65 D

- Magazine articles

43

35

49 B

35

43 D

- TV shows

31

28

33

30

- Special newsletters/ journals

13

12

13

Traditional Health (Net)

39

42

- Nutritionist

26

- My doctor

Base: Total (Excl . activity does not apply to me) Top 3 Selected

INCOME ETHNICITY $50kAfrican $100K+ Caucasian Hispanic $99K American (456) H %

(187) I %

(813) J %

(157) K %

(187) L %

59

61

57

59

62

62

49 D

41

45

43

43

41

42

33

29

32

32

26

29

41 J

34

9

10

19 DE

14

11

14

12

14

17

37

39

36

43 E

39

39

40

35

42

57 JK

27

25

24

25

28

25

28

25

23

27

38 JK

16

18

15

15

14

20 E

17

14

19

14

18

24 J

- Other health professional

6

7

5

6

5

6

5

5

9

5

4

12 JK

- A pharmacist

5

6C

4

6

5

4

5

5

5

4

4

9J

Online Sources (Net)

32

34

31

40 F

34 F

24

32

31

34

33 L

34 L

22

- Websites like webmd or drugstore.com

24

23

25

30 F

25 F

18

24

24

25

26 L

25 L

13

7

9C

5

8

7

5

7

7

7

6

6

9

6

9C

3

8F

5

4

5

6

9G

6

6

5

My family, friends and coworkers (Net)

30

29

30

30

31

28

31 I

31 I

22

32 L

27

24

Employees at retail stores (Net)

2

4C

1

5 EF

2

1

3

2

2

1

2

5J

- Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

Q Which 3 sources work best for you to learn about ways to Get healthy recipes for dinner, lunch and breakfast? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012

17

© ALL RIGHTS RESERVED2012


TABLE 7B: H&W INFLUENCERS: GETTING HEALTHY RECIPES FOR MEALS TOTAL

Base: Total (Excl . activity does not apply to me) Top 3 Selected * Small base size

IN THE PAST WEEK

IN THE PAST 3 MONTHS

MASS MERCH.

DRUG STORE CVS

WG

WAREHOUSE CLUB RA

DOLLAR STORE

Total WMT

TGT

Total

(1239) (764) (614) A B C % % %

(321) D %

(907) (169) (251) (64)* (535) (153) (199) (752) (113) E F G H I J K L M % % % % % % % % %

SUPERMARKET

Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX

ONLINE ABTS Total

DEPARTMENT STORE Total MCY KHLS JCP

(65)* (907) (299) (176) (140) (139) (777) (648) (125) (216) (73)* N O P Q R S T U V W X % % % % % % % % % % %

Media (Net)

59

62

61

63

62 G

57

55

58

62

63

64

62

58

65

60

59

63

66

60

61

63

65

61

66

- Magazine articles

43

48

46

48

46

41

43

50

46

45

48

45

42

43

44

43

45

46

42

45

47

46

45

55

- TV shows

31

34

35

34

32 G

26

25

28

33

35

31

33

31

35

32

31

35

35

29

33

34

30

33

38

- Special newsletters/ journals

13

11

11

11

13

13

10

6

13

16

14

13

8

8

12

12

13

19 O

12

12

12

12

11

5

Traditional Health (Net)

39

37

40

40

39

38

39

39

41

33

45 J

40

46

38

37

37

40

43

43

36

37

40

33

36

- Nutritionist

26

25

27

27

28

25

27

28

28

22

33 J

27

31

28

26

27

23

28

29

25

25

29

20

25

- My doctor

16

15

16

16

16

16

17

14

17

14

16

17

18

15

15

13

18

16

13

14

16

11

17

14

- Other health professional

6

6

6

7

6

5

6

5

6

5

4

5

2

8

5

5

7

7

9O

5

5

5

5

5

- A pharmacist

5

5

5

7

4

4

3

6

7 ELOT

3

6

4

6

2

4

6

6

6

8

4

4

6

3

1

Online Sources (Net)

32

34

32

36

33

31

35

32

38 K

28

34

31

29

34

39

38

34

35

35

35

38

33

32

24

27

25

26

25

22

29

22

29

22

26

22

22

26

30

26

24

24

28 I

26

27

28

25

7

7

7

8

7

7

6

13

7

7

5

7

6

8

7

11 O

11

8

10

7

7

9

5

5

6

5

5

6

6

5

5

5

7

8

6

6

5

6

6

7

6

9

6

6

6

7

4

7

30

32

32

31

30

28

33

30

31

29

32

32

30

26

31

29

31

25

29

32

30

24

31

36

2

2

2

3

1

1

1

0

2

1

1

2

0

2

2

2

3

4

4

2

2

2

0

0

- Websites like webmd or drugstore.com - Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.) My family, friends and coworkers (Net) Employees at retail stores (Net)

45 EF 38 EF

Q Which 3 sources work best for you to learn about ways to Get healthy recipes for dinner, lunch and breakfast? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012

18

© ALL RIGHTS RESERVED2012


TABLE 8A: H&W INFLUENCERS: GETTING A HEALTHY LOOKING APPEARANCE TOTAL MAY 2012

GENDER

AGE

Men

Women

18-34

35-54

55+

<$50K

(1106) A %

(511) B %

(595) C %

(327) D %

(437) E %

(342) F %

(523) G %

Media (Net)

55

44

65 B

49

57 D

59 D

- Magazine articles

39

27

50 B

31

42 D

- TV shows

29

23

34 B

25

- Special newsletters/ journals

10

10

11

Traditional Health (Net)

48

54 C

- My doctor

32

- Nutritionist

Base: Total (Excl . activity does not apply to me) Top 3 Selected

INCOME ETHNICITY $50kAfrican $100K+ Caucasian Hispanic $99K American (409) H %

(174) I %

(701) J %

(155) K %

(171) L %

55

56

55

56

59

53

43 D

38

40

42

42

37

36

34 DF

26

30

30

23

28

35

27

9

8

15 DE

11

10

9

9

13

13

42

47

44

54 E

47

46

52

45

53

56 J

36 C

28

31

29

35

31

31

34

30

30

37

16

19 C

14

17

16

16

17

14

17

15

23 J

18

- Other health professional

13

14

12

13

11

17 E

12

13

15

10

13

25 JK

- A pharmacist

8

11 C

5

6

9

8

8

6

10

7

6

11

Online Sources (Net)

32

35 C

29

36 F

33

27

32

33

30

32

30

29

23

24

22

26 F

24

19

24

22

22

24

17

23

9

11 C

7

9

9

8

8

11 I

5

8

11

8

5

7C

4

7

5

4

4

5

7

6

6

4

My family, friends and coworkers (Net)

28

26

29

30

29

24

30 I

28

21

29

29

25

Employees at retail stores (Net)

5

5

4

7E

3

4

5

5

4

4

5

8J

- Websites like webmd or drugstore.com - Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.)

19 © ALL RIGHTS RESERVED2012

Q. Which 3 sources work best for you to learn about ways to Get a healthy-looking appearance? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012


TABLE 8B: H&W INFLUENCERS: GETTING A HEALTHY LOOKING APPEARANCE TOTAL

Base: Total (Excl . activity does not apply to me) Top 3 Selected * Small base size

IN THE PAST WEEK

IN THE PAST 3 MONTHS

MASS MERCH.

DRUG STORE CVS

WG

WAREHOUSE CLUB RA

DOLLAR STORE

SUPERMARKET

Total CSTC Sam’s Total DGEN FAMD Total KRGR SFWY PBX

ONLINE ABTS Total

DEPARTMENT STORE Total MCY KHLS JCP

Total WMT

TGT

Total

(1106) (689) (551) A B C % % %

(298) D %

(805) (142) (221) (63)* (479) (141) (170) (677) (101) (63)* (801) (271) (165) (124) (133) (690) (581) (111) (193) (60)* E F G H I J K L M N O P Q R S T U V W X % % % % % % % % % % % % % % % % % % % %

Media (Net)

55

60

57

63

59

56

60

59

58

61

57

57

49

52

57

56

57

62

57

58

59

63

57

58

- Magazine articles

39

44

42

48

43

39

45

41

43

46

44

44

40

32

41

44

41

44

45

43

43

42

44

43

- TV shows

29

33

32

34

31

29

28

25

30

28

29

31

23

24

30

28

31

33

28

30

32

34

34

32

- Special newsletters/ journals

10

10

10

11

11

11

11

13

11

11

10

10 M

4

13 M

10

8

10

16 P

8

11

11

15 WX

6

5

Traditional Health (Net)

48

47

48

48

48

54

44

46

50

47

50

47

48

54

46

49

49

49

48

46

47

50

43

42

- My doctor

32

30

30

30

31

35

29

29

32

28

34

29

28

29

31

34

33

28

34

31

31

31

32

23

- Nutritionist

16

16

17

16

17

23 G 12

14

19

18

19

16

19

16

16

18

19

19

21

16

16

15

12

13

- Other health professional

13

12

13

11

14

14

14

10

13

13

11

15

16

17

12

12

11

15

8

12

12

13

10

18

- A pharmacist

8

8

9

8

8

8

4

10

11 OTUJ

5

15 J

8

13

6

7

10

8

7

8

7

7

7

5

3

Online Sources (Net)

32

31

30

34

32

25

33

38

31

29

31

32

30

35

33

31

36

31

37

33

33

32

30

38

23

23

21

24

23

18 27 F

35 EF

22

23

22

23

22

27

25

23

25

23

29

25

23

21

22

30

9

9

9

11

9

6

7

6

9

6

9

8

4

6

8

8

10

9

6

8

9

8

8

3

5

5

5

5

5

3

4

6

6

5

6

5

4

5

4

6

6

5

5

4

6

7

5

7

28

28

28

23

27

22 33 F 33

27

30

31

28

35

32

29

30

27

26

24

29

26

23

26

35

5

5

5

6

3

4

4

4

2

5

1

3

4

3

5

9 OP

4

3

5

7

3

8

- Websites like webmd or drugstore.com - Retailer websites (like Walmart.com, CVS.com, drugstore.com, etc.) - Manufacturer websites (like Tylenol.com, or Pfizer.com, etc.) My family, friends and coworkers (Net) Employees at retail stores (Net)

20 © ALL RIGHTS RESERVED2012

2

0

Q. Which 3 sources work best for you to learn about ways to Get a healthy-looking appearance? How America Shops® The PULSE of Shopping Life Report is based on a national Internet survey conducted in May, 2012


3 0 7 S E V E N T H AV E N U E S U I T E 1 7 0 7 NEW YORK NY 10001 P 2 1 2 . 9 2 4 . 7 7 8 0 |F 2 1 2 . 9 2 4 . 7 6 0 8 |E I N F O @ W S L S T R AT E G I C R E TA I L . C O M

CONTACT INFO@WSLSTRATEGICRETAIL.COM FOR QUESTIONS OR ADDITIONAL INFORMATION ABOUT THIS RESEARCH

© WSL MARKETING INC.

ALL RIGHTS RESERVED 2012

50aab778bb6e08.60078442  

http://www.wslstrategicretail.com/uploads/articles/2/detail/50aab778bb6e08.60078442.pdf

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