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NEW YEAR'S RESOLUTIONS SOURCES: Google Trends; University of Scranton, Journal of Clinical Psychology; StatisticBrain.com; BusinessWire.com; BulldogReporter.com; Rohit Bhargava - Influential Marketing Blog ABZ Creative Partners © 2014 • Your marketing & communication zealots • abzcreativepartners.com TRENDS IN HEALTH-RELATED SEARCHES working toward a charity other sharing on social media collaborating with friends, family or online groups LOOKING FOR SUPPORT What would help you keep your resolution? 39 percent of digital consumers feel that community support contributes to success. SUMMARY: TIPS FOR MARKETERS With nearly half the U.S. population making New Year’s resolutions, there’s a unique opportunity for marketers to provide products and services targeted at helping consumers meet their goals. 17 % 9 % 7 % 6 % 2009 2008 2007 2006 2005 2004 2010 2011 2012 2013 2014 diet weight exercise Weight loss search behavior shifts around January with New Year's resolutions. There are increased searches for team-oriented weight loss plans and realistic goals instead of the quick weight loss searches that prevail throughout the rest of the year. new weight loss drug fast weight loss pills extreme weight loss healthy smoothies for weight loss weight loss team names calorie intake for weight loss +537% +313% +238% -33% -35% -63% People who explicitly make resolutions are 10 times more likely to attain their goals than people who don’t explicitly make resolutions. TOP REGIONS TO SEARCH FOR “NEW YEAR’S RESOLUTION” Pennsylvania Washington New Jersey California Colorado Massachusetts Maryland North Carolina Illinois Minnesota 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 2012 to 2014 45 percentof Americans say they usually make New Year’s resolutions. 35 percentof digital consumers plan to spend $25 or more per month on resolutions. $5.6 billion is estimated to be spent annually on New Year’s resolutions. RESOLUTIONS FOR 2014 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Lose weight Get organized Spend less, save more Enjoy life to the fullest Stay fit and healthy Learn something exciting Quit smoking Help others in their dreams Fall in love Spend more time with family Weight Money Relationship 47% 38% 34% 31 % New Year’s resolution topics by category: Top 10 resolutions Self-improvement/education 39% 10x more likely 8% success A mere 8 percent of people actually achieve their New Year’s resolutions. Pay attention to regional trends. Resource Google Trends to learn what resolution-related search terms and topics are popular in your area. Build your campaign around your findings. Make your brand a leader in helping consumers become the best version of themselves. Speak consumers’ language. People are looking for long-term solutions to acheive their goals in the new year. Stray from unrealistic “cheerleading” – support feasible goals. Connect with sales. Be intentional about advertising products and services related to new year aspirations. Do you make New Year’s resolutions? 45% 38% 17% I n f r e q u e n t l y U s u a l l y N e v e r National interest in health-related topics peaks during the first week of January every year. The most popular related searches were: diet plan weight loss how to exercise.

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NEW YEAR'S RESOLUTIONS

SOURCES: Google Trends; University of Scranton, Journal of Clinical Psychology; StatisticBrain.com; BusinessWire.com; BulldogReporter.com; Rohit Bhargava - Influential Marketing Blog

ABZ Creative Partners © 2014 • Your marketing & communication zealots • abzcreativepartners.com

TRENDS IN HEALTH-RELATED SEARCHES

working toward a charity

other

sharing on social media

collaborating with friends, family or online groups

LOOKING FOR SUPPORTWhat would help you keep your resolution?39 percent of digital consumers feel that community support contributes to success.

SUMMARY: TIPS FOR MARKETERSWith nearly half the U.S. population making New Year’s resolutions, there’s a unique opportunity for marketers to provide products and services targeted at helping consumers meet their goals.

17 %

9 %

7 %

6 %

200920082007200620052004 2010 2011 2012 2013 2014

diet weight exercise

Weight loss search behavior shifts around January with New Year's resolutions. There are increased searches for team-oriented weight loss plans and realistic goals instead of the quick weight loss searches that prevail throughout the rest of the year.

new weight loss drug

fast weight loss pills

extreme weight loss

healthy smoothies for weight loss

weight loss team names

calorie intake for weight loss

+537%

+313%

+238%

-33%

-35%

-63%

People who explicitly make resolutions are 10 times more likely to attain their goals than people who don’t explicitly make resolutions.

TOP REGIONS TO SEARCH FOR “NEW YEAR’S RESOLUTION”

PennsylvaniaWashingtonNew JerseyCaliforniaColoradoMassachusettsMarylandNorth CarolinaIllinoisMinnesota

1.2.3.4.5.6.7.8.9.

10.

2012 to 2014

45 percentof Americans say they usually make New Year’s resolutions.

35 percentof digital consumers plan to spend $25 or more per month on resolutions.

$5.6 billion is estimated to be spent annually on New Year’s resolutions.

RESOLUTIONS FOR 2014

1.2.3.4.5.6.7.8.9.

10.

Lose weightGet organizedSpend less, save moreEnjoy life to the fullestStay fit and healthyLearn something excitingQuit smokingHelp others in their dreamsFall in loveSpend more time with family

Weight

Money

Relationship

47%

38%

34%

31 %

New Year’s resolution topics by category:

Top 10 resolutionsSelf-improvement/education

39%

10xmore likely

8%success

A mere 8 percent of people actually achieve their New Year’s resolutions.

Pay attention to regional trends. Resource Google Trends to learn what resolution-related search terms and topics are popular in your area.

Build your campaign around your findings. Make your brand a leader in helping consumers become the best version of themselves.

Speak consumers’ language. People are looking for long-term solutions to acheive their goals in the new year. Stray from unrealistic “cheerleading” – support feasible goals.

Connect with sales. Be intentional about advertising products and services related to new year aspirations.

Do you make New Year’s resolutions?

45%

38%

17% Infrequently

Usually

Nev

er

National interest in health-related topics peaks during the first week of January every year.

The most popular related searches were: diet plan • weight loss • how to exercise.