2014 Brain Health Research Study...Gauge importance of healthy living and associated activities, understand consumer self-perceptions regarding health, determine level of engagement

AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved

Brain Health

Research Study

Patty David, Vicki Gelfeld

[email protected],[email protected]

September 17, 2014 https://doi.org/10.26419/res.00096.001


Table of Contents

Objectives 3

Methodology 6

Conclusions 9

Detailed Findings 20

Perceptions of Healthy Living 21

Brain Health Knowledge and Understanding 30

Brain Health Awareness, Engagement, Consideration, 37

and Motivation

Brain Training Programs 45

TOC

2


OBJECTIVES

3


Research Objectives

The overarching goal of this research is to explore how consumers

understand and perceive brain health and how AARP may affect consumer

attitudes and behaviors around brain health in the future. Specific

research objectives include:

• Understand attitudes and behaviors toward healthy living.

Gauge importance of healthy living and associated activities,

understand consumer self-perceptions regarding health, determine

level of engagement in activities related to healthy living, and

understand the role of specific parts of the body in overall health.

• Understand attitudes and behaviors toward brain health.

Understand perceptions of brain deterioration and proactively

engaging in activities that improve or maintain brain health.

OBJECTIVES

4


Research Objectives (continued)

• Determine awareness, engagement, consideration, and motivation

for brain training.

Determine awareness of brain training. Determine which activities

and brain training programs consumers currently engage and which

they would consider in the future. Understand what events may

trigger the need to start participating or increase participation in

activities related to brain training.

• Determine primary sources for brain health research.

Determine which sources consumers currently use or would

consider using to research brain health and how sources are

deemed trustworthy.

OBJECTIVES

5


METHODOLOGY

6


Methodology

W5 conducted a targeted total of 1,200 (N=1,200) online interviews with nationwide consumers, including:

• n=500 age 34-49

• n=500 age 50-68

• n=200 age 69-75

• n=207 African-American or Black

• n=110 Asian

• n=248 Acculturated Hispanic

The data were weighted by age to reflect the US population (2010 Census). A more detailed description of the sample frame using the weighted data is shown on the following slide. The margin or error associated with a 95% confidence interval for the sample size N=1,200 consumers is +/- 2.8%

The survey was fielded August 8-19, 2014. The average time for survey completion was 14 minutes.

METHODOLOGY

7


Sample Frame(N=1,200) METHODOLOGY

Gender

Male 37%

Female 63%

Age

34-49 45%

50-68 46%

69-75 9%

Region

New England 5%

Middle Atlantic 13%

South Atlantic 21%

East South Central 5%

East North Central 16%

West South Central 11%

West North Central 6%

Mountain 7%

Pacific 16%

Children in Household

None 65%

One 17%

Two 12%

Three or more 6%

Education (Does not include “Other” or “I prefer not to answer”)

Some high school/High school 22%

Trade or vocational/Associates degree 18%

Some college 21%

Bachelor’s degree 27%

Master’s degree/Ph.D. 12%

Conditions

Dementia 14%

Alzheimer’s disease 11%

Marital Status

Married 55%

Single 19%

Separated, divorced, or widowed 20%

Live with partner 6%

Ethnicity

Acculturated Hispanic or Latino* 22%

White or Caucasian 67%

Black or African-American 18%

Asian 10%

Other 7%

Annual Household Income (Does not include “I prefer not to answer”)

Less than $15,000 10%

$15,000 - $24,999 13%

$25,000 - $49,999 27%

$50,000 - $74,999 23%

$75,000 - $99,999 11%

$100,000 or more 14%

Employment Status (Does not include “Other” or “I prefer not to answer”)

Full time 36%

Part-time 12%

Unemployed 11%

Stay-at-home parent 9%

Retired 27%

Student 1%

Organization Membership

AARP 29%

Church 41%

AAA 29%

Community group 10%

Service organization 7%

Fraternal organization 4%

*Acculturated Hispanic or Latino background asked separately of ethnicity

8


CONCLUSIONS

9


CONCLUSIONS

CONCLUSION A Maintaining a healthy lifestyle is important to all consumers (99% find it at least somewhat important). Brain health is the second most important component in maintaining a healthy lifestyle, after heart health (37% find brain health most important while 51% find heart health most important). While adequate rest (86%), reduced stress (86%), proper nutrition (84%), and physical exercise (75%) are seen as the most important components to healthy living, consumers also engage in puzzles and games online (48%) and in newspapers, books, and magazines (37%). To better maintain a healthy lifestyle, consumers are willing to spend money on tools or resources to maintain or improve brain health (50% are very or extremely willing).

Brain Health Perceptions

10

See slides 23, 24, 26, 27, 28, 29


CONCLUSIONS

CONCLUSION B Brain training is a relatively well-known concept among consumers (52% are aware of brain training). Working on puzzles (70%), solving word problems (67%), math problems (59%), and playing memorization games (55%) are all popular cognitive exercises consumers have engaged to improve or maintain brain health. There is also interest in engaging in these activities in the future (43%, 44%, 46%, and 52% would consider these activities in the future respectively). Consumers are likely to engage in brain training to support living a more enjoyable, self-managed life (91%). Catastrophic events affecting the brain, inability to manage simple tasks, worsening memory, and witnessing a loved one suffer from a decline in brain health are primary motivators to participate in activities to maintain or improve brain health (76%, 74%, 74%, and 73% respectively).

Brain Training Engagement

11

See slides 38, 39, 41, 43, 44


Program Usage CONCLUSIONS

CONCLUSION C Across brain training programs, consumers are primarily aware of Lumosity (51%) and Mind Games (35%). Brain HQ is the least used program (19% of those aware of the program), but given the most consideration for future usage (72% of those aware of the program).

12

See slides 49, 50, 51


Information Sources CONCLUSIONS

CONCLUSION D Consumers primarily look to their doctor and friends or family to learn more about brain health (70% and 51% respectively). When researching brain health, consumers prefer sources supported by doctors (72%) and professionals (69%) that are current and up-to-date with supporting statistical data (57%).

13

See slides 46, 48


CONCLUSIONS

CONCLUSION E Younger consumers (age 34-49) are more inclined to feel brain health is the most important component to overall health (41% versus 34% of consumers age 50-75). However, they are also more likely to believe brain deterioration cannot be reversed (17% versus 12% of older consumers). Younger consumers believe the age when the brain peaks, begins to deteriorate, and requires planning for future brain health should occur earlier than older consumers (data shown on the following slide).

Younger Consumer Opinions

14

See slides 15, 28


DATA SUPPORT FOR CONCLUSION E

Younger Consumer Opinions CONCLUSIONS

34 - 49 50 - 68 69 - 75

Perceived age at which the

brain begins to deteriorate

Perceived age to begin

planning future brain health

Age

The perceived age at which consumers believe the brain is at its peak, begins to deteriorate, and when

planning for future brain health should begin is proportional to their age.

(continued)

15

Perceived age at which the

brain is at its peak

Time after peak brain

performance when future

planning should begin


CONCLUSIONS

CONCLUSION G Women are more motivated to participate in activities to improve or maintain brain health. Also, women feel it is important to play games and do puzzles online or in print (37% versus 23% of men and 40% versus 26%) and currently engage in such activities (53% versus 39% and 40% versus 32% respectively). As such, women are willing to spend money on tools and resources to maintain or improve brain health (54% are very or extremely willing versus 43% of men).

Activities Among Women

16

See slides 26, 27, 29


CONCLUSIONS

CONCLUSION H Consumers who have been affected by Alzheimer’s Disease or dementia – either personally or through a family member or friend – are aware of the importance of maintaining and improving brain health. They believe brain health is the most important aspect of overall health (45% versus 35% of unaffected consumers), even above heart disease (44% versus 52%). Because they have seen the effects of brain deterioration, they are already participating in many activities to maintain or improve their brain health and are willing to spend for these activities (56% versus 48%).

Effect of Personal Experiences

17


CONCLUSIONS

CONCLUSION I Acculturated Hispanic consumers are aware of the importance of brain health on their overall health. They understand maintaining a healthy lifestyle goes beyond physical exercise and are more inclined to believe playing games and working on puzzles online (39% versus 29% non-Hispanic consumers) and in newspapers, books, or magazines (45% versus 32%) are important tools in supporting their health. Given this, they are more aware of (60% versus 50%) and likely to engage in brain training activities (89% versus 83%).

Acculturated Hispanic Consumers

18


CONCLUSIONS

CONCLUSION J African-American consumers have decided opinions regarding the importance of maintaining and improving brain health. They find brain health just as important to their overall health as heart health (43% find both components most important) and are therefore extremely likely to engage in brain training activities (55% versus 43% of non-African-American consumers). African-American consumers are especially motivated to maintain their brain health as a way to remain independent (70% versus 61% of non-African-American consumers), maintain healthy relationships (56% versus 46%), keep up with technology (37% versus 25%), and help others depending on them (55% versus 43%).

African-American Opinions

19


DETAILED FINDINGS

20


PERCEPTIONS OF

HEALTHY LIVING

21


Health Self-Perception

• Over four-fifths (81%) of consumers feel they are in good, very good, or

excellent health.

• Compared to older consumers (age 50-75), a significantly higher

percentage of younger consumers (age 34-49) are likely to feel they are

in very good or excellent health (47% versus 39%).

PERCEPTIONS OF HEALTHY

LIVING

3%

16%

38% 35%

8%

1 - Poor 2 - Fair 3 - Good 4 - Very Good 5 - Excellent

Perceptions of Personal Health Top 3 Box:

81%

22

Q1: Please rate your health on a scale of 1 to 5 where 1 means “Poor” and 5 means “Excellent.” Base: Total (N=1,200)


Importance of Healthy Living

• Nearly all consumers feel it is important to maintain a healthy lifestyle (99%).

• A significantly greater proportion of consumers who feel they are in very good or excellent health feel it is very or extremely important to maintain a healthy lifestyle, compared to consumers who feel less healthy (94% versus 84%).


LIVING

0% 1%

11%

45% 43%

1 - Not at all

important

2 - Not too important 3 - Somewhat

important

4 - Very important 5 - Extremely

important

Importance of Maintaining a Healthy Lifestyle Top 2 Box:

88%

23

Q2: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important is it to maintain a healthy

lifestyle?” Base: Total (N=1,200)


Components of Healthy Living PERCEPTIONS OF HEALTHY

LIVING

• Consumers approach

healthy living holistically;

obtaining plenty of sleep,

little stress, proper

nutrition, as well as

walking or jogging are

considered highly

important components of

healthy living.

38%

38%

38%

42%

36%

35%

37%

35%

33%

28%

26%

21%

48%

48%

46%

33%

28%

27%

24%

24%

15%

13%

14%

17%

86%

86%

84%

75%

64%

62%

61%

59%

48%

41%

40%

38%

Getting plenty of sleep

Maintaining peace or little stress

Eating healthy foods

Walking or jogging

Hanging out with friends or family

Taking vitamins or supplements

Cooking

Reading

Trying new activities

Going hiking or other outdooractivities

Traveling to new places

Browsing the internet

Importance of Activities to a Healthy Life

4 - Very Important 5– Extremely important

24

Q3: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important are each of the following to

maintaining a healthy lifestyle? Base: Total (N=1,200)


25%

23%

24%

21%

21%

20%

19%

17%

18%

17%

15%

11%

12%

11%

10%

10%

8%

7%

9%

8%

8%

7%

36%

35%

35%

31%

31%

28%

26%

26%

26%

25%

22%

Volunteering

Playing games or working on puzzlesin newspapers, books, or magazines

Gardening

Playing games or working on puzzlesonline

Lifting weights or resistance training

Attending community functions

Dancing

Talking on the phone

Going to movies or stageperformances

Yoga

Fishing, boating, or other watersports

Importance of Activities to a Healthy Life

4 - Very Important 5 – Extremely important

Components of Healthy Living (continued)


LIVING

• Roughly one-third of

consumers feel playing

games or working on

puzzles are important

components of a

healthy lifestyle

(newspapers, books, or

magazines 35%; online

31%).

25

Q3: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important are each of the following to

maintaining a healthy lifestyle? Base: Total (N=1,200)


81%

71%

68%

68%

67%

66%

63%

62%

57%

56%

48%

41%

Browsing the Internet

Cooking

Reading

Eating healthy foods

Hanging out with friends or family

Walking or jogging

Taking vitamins or supplements

Getting plenty of sleep

Maintaining peace or little stress

Talking on the phone

Playing games or working on puzzles

online

Gardening

Regular Activities

Activity Engagement PERCEPTIONS OF HEALTHY

LIVING

• Over four-fifths of

consumers regularly

browse the Internet (81%).

• Compared to men, a

significantly greater

proportion of women play

games or work on puzzles

online (53% versus 39%).

26

Q4: Which of the following activities do you regularly do? Please select all that apply. Base: Total (N=1,200)


37%

36%

36%

30%

29%

24%

24%

22%

17%

15%

11%

3%

Playing games or working on puzzles in

newspapers, books, or magazines

Trying new activities

Going to movies or stage performances

Volunteering

Traveling to new places

Attending community functions

Going hiking or other outdoor activities

Lifting weights or resistance training

Fishing, boating, or other water sports

Dancing

Yoga

Other

Regular Activities

Activity Engagement (continued)


LIVING

• While nearly two-fifths of

consumers play games or

work on puzzles in

newspapers, books, or

magazines (37%), a

significantly greater

proportion of women do

so than men (40% versus

32%).

27

Q4: Which of the following activities do you regularly do? Please select all that apply. Base: Total (N=1,200)


Importance to Overall Health PERCEPTIONS OF HEALTHY

LIVING

• When considering overall health, consumers feel heart health (51%) and brain

health (37%) are of most importance.

• Compared to older consumers (age 50-75), a significantly greater proportion of

younger consumers (age 34-49) consider brain health important to overall

health (41% versus 34%).

51%

37%

6% 5% 1%

Heart health Brain health Digestive health Bone or joint health Skin/Dermatological

health

Ranked Most Important to Overall Health

28

Q5: How important are each of the following to your overall health? Please rank each of the following in order of importance, where the top means

“Most important” and the bottom means “Least important.” Base: Total (N=1,200)


Willingness to Spend on Health PERCEPTIONS OF HEALTHY

LIVING

• When considering maintaining health, consumers are primarily willing to spend on healthy food choices (72%), supplements (64%), and tools to improve or maintain brain health (50%).

• Compared to men, a significantly greater proportion of women are willing to spend money on tools or resources to improve or maintain brain health (54% versus 43%).

36%

33%

31%

21%

19%

20%

17%

18%

14%

13%

11%

36%

31%

19%

14%

15%

12%

14%

12%

8%

8%

7%

72%

64%

50%

35%

34%

32%

31%

30%

22%

21%

18%

Healthy food choices

Supplements or vitamins

Tools or resources to improve ormaintain brain health

Tools or resources to improve ormaintain mental well-being

Massage therapy or reflexology

Nutritionist

Gym membership

Fitness class

Life and wellness coach

Dance classes

Personal trainer

Activities Willing to Spend Money

4 - Very willing 5 – Extremely willing

29

Q6: On a scale from 1 to 5 where 1 means “Not at all willing” and 5 means “Extremely willing,” please tell us how willing you are to spend money on

each of the following to help maintain a healthy lifestyle. Base: Total (N=1,200)


BRAIN HEALTH

KNOWLEDGE AND

UNDERSTANDING

30


Brain Peak Performance BRAIN HEALTH

KNOWLEDGE AND UNDERSTANDING

• On average, consumers feel the brain is at its peak at 33 years of age.

• For older consumers, the perceived age at which the brain performs best is higher; consumers age 34-49 years feel the brain performs best at age 29, while consumers 50-68 feel it performs best at age 35. Consumers age 69-75 feel it performs best at age 40.

Under 20

5%

20-29

22%

30-39

29%

40-49

14%

50+

8%

I don't

know

22%

Perceived Age for Peak Brain

Performance

Average age for

perceived peak brain

performance

31

Q7: Approximately, at what age do you feel the brain is at its peak? Base: Total (N=1,200)


Brain Deterioration BRAIN HEALTH


• On average, consumers feel brain deterioration begins at age 55.

• Consumers age 34-49 feel deterioration begins at age 53, while consumers age 50-68 feel it begins at age 56. Consumers age 69-75 feel it begins at age 61.

Under 39

8%

40-49

18%

50-59

21% 60-69

18%

70+

17%

I don't

know

18%

Perceived Age for Brain

Deterioration

Average age for

perceived brain

deterioration

32

Q8: Approximately, at what age do you feel the brain begins to deteriorate? Base: Total (N=1,200)


Under 20

6%

20-29

13%

30-39

18%

40-49

19%

50-59

11%

60+

7%

I don't

know

23%

I don't think it

is important to

think about

future brain

health

3%

Planning for Future Brain Health BRAIN HEALTH


• On average, consumers feel it is important to begin planning for future brain health at age 36.

• Consumers age 34-49 feel planning for future brain health should begin at age 34, while consumers age 50-68 feel it should begin at age 38. Consumers age 69-75 feel it should begin at age 42.

Perceived average age

to begin planning for

future brain health

Age to Begin Preparing for

Future Brain Health

33

Q9: Approximately, at what age do you feel it is important to start thinking about brain health for the future? Base: Total (N=1,200)


Maintaining Brain Health BRAIN HEALTH


• All consumers feel it is at least somewhat important to improve or

maintain brain health, and 93% feel it is very or extremely important.

0% 0%

7%

31%

62%

1 - Not at all

important

2 - Not too important 3 - Somewhat

important

4 - Very important 5 - Extremely

important

Importance of Improving or Maintaining Brain Health Top 2 Box:

93%

34

Q10: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important is it to improve or maintain

brain function? Base: Total (N=1,200)


Keys to Maintain Brain Health BRAIN HEALTH


68%

58%

50%

44%

34%

18%

9%

6%

6%

5%

1%

Adequate sleep or rest

Healthy diet

Games, puzzles, or other activities that

challenge the mind

Physical exercise

Low stress

Socializing with friends or family

Taking educational classes at a school or

online

Volunteering or helping others

Watching educational programs

Watching the news

Other

Ranked Top 3 Most Important to

Improving or Maintaining Brain Health

• Over one-half of

consumers feel adequate

rest (68%), healthy diet

(58%), and stimulating

brain exercises such as

games or puzzles (50%)

are key to improving or

maintaining a healthy

brain.

35

Q11: Please rank the top 3 activities that are most important to improving or maintaining brain function, prior to brain deterioration.

Base: Total (N=1,200)


Reversing Brain Deterioration BRAIN HEALTH


• Just under 60% of consumers feel brain deterioration can be reversed

or improved.

Brain deterioration

CAN be reversed or

improved

Brain deterioration

CANNOT be reversed

or improved

Perceptions Toward Reversing or Improving Brain Deterioration (Does not include “I don’t know”)

36

Q12: Once brain deterioration has begun, do you feel it can be reversed or improved? Base: Total (N=1,200)


BRAIN HEALTH AWARENESS,

ENGAGEMENT,

CONSIDERATION, AND

MOTIVATION

37


Brain Training Awareness BRAIN HEALTH AWARENESS,

ENGAGEMENT, CONSIDERATION, AND

MOTIVATION

• Among the 52% of consumers aware of brain training, at least three-quarters feel it is best described as an activity that improves memory (88%), sharpens intellectual skills (79%), improves attention span (79%), promotes faster thinking (79%), and prevents memory loss (75%).

39%

40%

43%

44%

38%

37%

30%

26%

49%

39%

36%

35%

37%

26%

26%

17%

88%

79%

79%

79%

75%

63%

56%

43%

Improve memory

Sharpen intellectual skills

Help improve my attentionspan

Help me think faster

Prevent memory loss

Are fun

Increase IQ

Help improve my socialskills

4 - Describes 5 – Closely describes

Brain Training is Exercises or

Activities that …

Aware of Brain

Training

38

Q13: Have you ever heard of “brain training?” Base: Total (N=1,200)

Q14. On a scale from 1 to 5 where 1 means “Doesn’t describe at all” and 5 means “Closely describes,” how well does each of the following

statements describe “brain training?” Base: Respondents aware of brain training (n=626)


Brain Health Motivators BRAIN HEALTH AWARENESS,


MOTIVATION

• A stroke or catastrophic event affecting brain health would be the primary motivator to engage in activities to improve or maintain brain health, with 76% of consumers agreeing they would be encouraged by this type of event.

• Inability to manage simple tasks, memory worsening, and witnessing a loved one suffer from a decline in brain health are also likely to encourage consumers to proactively manage brain health (74%, 74%, and 73%, respectively).

25%

32%

35%

32%

32%

35%

51%

42%

39%

41%

39%

36%

76%

74%

74%

73%

71%

71%

Suffering a stroke or catastrophicevent effecting my brain health

Feeling unable to manage simpletasks

Feeling my memory is worsening

Witnessing a loved one suffer from adecline in brain health

Feeling unable to manage my day-to-day activities

Having difficulty staying focused andconcentrating

Brain Training Motivators

4 - Encourages 5 – Greatly encourages

39

Q15: On a scale from 1 to 5 where 1 means “Doesn’t encourage at all” and 5 means “Greatly encourages,” how would each of the following influence

your decision to participate in activities to improve brain health? Base: Total (N=1,200)


Brain Health Motivators (continued)

BRAIN HEALTH AWARENESS, ENGAGEMENT,

CONSIDERATION, AND MOTIVATION

• Though 43% of

consumers are

encouraged to

participate in activities

related to brain health

based on advertising, it

is less motivating

compared to events

affecting brain health.

30%

35%

31%

34%

30%

27%

40%

34%

31%

24%

22%

16%

70%

69%

62%

58%

52%

43%

Feeling dependent on others to helpme manage day-to-day activities

Feeling unable to manage complextasks

Experiencing a major physical illness,such as a chronic disease (diabetes,

cancer, heart disease, etc.)

Constantly feeling stressed oroverwhelmed

Feeling less important or lessessential in the lives of friends or

family

Seeing, reading, or hearing about iton TV or in the news

Brain Training Motivators

4 - Encourages 5 – Greatly encourages

40

Q15: On a scale from 1 to 5 where 1 means “Doesn’t encourage at all” and 5 means “Greatly encourages,” how would each of the following influence

your decision to participate in activities to improve brain health? Base: Total (N=1,200)


Reasons for Brain Health BRAIN HEALTH AWARENESS,


MOTIVATION

• Consumers primarily

feel improving or

maintaining brain

health is important to

living a more enjoyable

life; roughly 90% feel it

is important to

maintaining

independence, enjoying

everyday life, and

keeping memories.

29%

31%

30%

36%

34%

31%

31%

62%

60%

59%

48%

46%

30%

27%

91%

91%

89%

84%

80%

61%

58%

To maintain my independence

To enjoy everyday life

To keep my memories

To maintain healthy relationshipswith my friends and family

To help others who are dependenton me

To stay competitive in the workforce

To keep up with current technology

Reasons for Maintaining Brain Health

4 - Very Important 5 – Extremely important

Enjo

ya

ble

Lif

e

41

Q16: On a scale from 1 to 5 where 1 means “Not at all important” and 5 means “Extremely important,” how important is it to improve or maintain

brain health for each of the following? Base: Total (N=1,200)


Future Brain Health Engagement BRAIN HEALTH AWARENESS,


MOTIVATION

• Over 80% of consumers are very or extremely likely to engage in brain health activities in the future.

• Compared to men, a significantly greater proportion of women are likely to engage in activities in the future to improve or maintain brain health (87% versus 80%).

0% 1%

15%

39%

45%

1 - Not at all likely 2 - Not too likely 3 - Somewhat likely 4 - Very likely 5 - Extremely likely

Likelihood to Engage in Activities in the Future to Improve or

Maintain Brain Health Top 2 Box:

84%

42

Q17: On a scale from 1 to 5 where 1 means “Not at all likely” and 5 means “Extremely likely,” how likely would you be to engage in activities, in the

future, to improve or maintain your brain health? Base: Total (N=1,200)


Brain Health Activities BRAIN HEALTH AWARENESS,


MOTIVATION

• Among those likely to

consider engaging in

activities to improve or

maintain brain health,

82% have socialized

with friends or family

to maintain brain

health.

• Around two-thirds of

consumers likely to

consider engaging in

brain health activities

have used puzzles or

word problems to aid

brain health (70% and

67% respectively).

82%

74%

70%

67%

61%

61%

59%

55%

36%

41%

43%

44%

45%

50%

46%

57%

Socialize with friends or family

Try to get enough sleep

Work on puzzles

Solve word problems

Balance work/life schedule

Exercise on a regular basis

Solve math problems

Consume food that is good for my brain

health

Participation in Brain Health Activities

Have

done

Would

consider

doing

43

Q19: Considering improving or maintaining your brain health, please tell us your level of participation for each of the following.

Base: Respondents likely to consider engaging in activities to improve or maintain brain health (n=1,186)


Brain Health Activities (continued)

BRAIN HEALTH AWARENESS, ENGAGEMENT,

CONSIDERATION, AND MOTIVATION

• Nearly two-thirds of

consumers likely to

engage in brain

health activities

would consider

researching food

and recipes

including foods that

maintain or improve

brain health (63%

and 63%

respectively).

55%

52%

46%

38%

36%

32%

24%

52%

56%

58%

63%

63%

41%

54%

Play memorization games

Seek out ways to better manage stress

Meet new people to socialize with, outside

of my current friends or family

Research food that is good for my brain

health

Research recipes that include food that is

good for my brain health

Join a gym or health club

Track or journal my workout routine

Participation in Brain Health Activities

Have

done

Would

consider

doing

Foo

d/N

utr

itio

n

44

Q19: Considering improving or maintaining your brain health, please tell us your level of participation for each of the following.

Base: Respondents likely to consider engaging in activities to improve or maintain brain health (n=1,186)


BRAIN TRAINING

PROGRAMS

45


Brain Health Information Sources BRAIN TRAINING

PROGARMS

70%

51%

37%

36%

34%

29%

28%

26%

25%

25%

My doctor

Friends or family

News websites

Flyers or pamphlets at my doctor’s office

Local news on TV

Newspaper

Talk shows

Social media websites

World news on TV

Flyers or pamphlets at a health or nutrition

store

Information Sources for Learning

About Brain Health

• Consumers primarily look to their doctor and friends or family to learn more about brain health (70% and 51% respectively).

• Compared to younger consumers (age 34-49), a significantly greater proportion of older consumers (age 50-75) look to their doctor (74%), flyers or pamphlets at their doctor’s office (42%), newspapers (34%), and world news on TV (30%) to learn more about brain health.

46

Q21: Which of the following sources if any, do you currently use or would consider using to learn about brain health?



Brain Health Information Sources

(continued)

BRAIN TRAINING PROGARMS

24%

24%

15%

15%

13%

12%

11%

8%

5%

6%

National magazines

Morning TV shows

Local magazines or flyers

Radio

Flyers or pamphlets at the grocery store

Flyers or pamphlets at the gym or fitness

center I visit

Celebrity doctors

My personal trainer

Other

None of these

Information Sources for Learning

About Brain Health

• Less than 15% of

consumers look to flyers

in grocery stores (13%)

and gyms or fitness

centers (12%) or

endorsements by

celebrity doctors (11%) to

learn about brain health.

47

Q21: Which of the following sources if any, do you currently use or would consider using to learn about brain health?



Information Source Credibility BRAIN TRAINING

PROGARMS

72%

69%

57%

57%

48%

42%

40%

33%

1%

3%

It is supported by doctors

It comes from professionals in the field

It is current or up-to-date

It has statistics supporting the information

It considers or references multiple sources

It is not biased

It was recommended from someone I trust

It is a well-known source

Other

I don't know

Determining Trustworthiness of

Information Sources

• Roughly 70% of

consumers who have

researched or would

consider researching brain

health feel information

regarding brain health is

more reliable when it is

supported by doctors

(72%) or professionals in

the field (69%).

48

Q22: When considering researching brain health, what makes a source trustworthy or reliable?

Base: Respondents who have researched or would consider researching brain health (n=1,131)


Brain Training Programs BRAIN TRAINING

PROGARMS

• While around one-half of consumers are aware of Luminosity, one-third

are aware of Mind Games (51% and 35% respectively).

• Nearly one-third of consumers are not aware of any brain training

programs (30%).

51%

35%

13% 12%

6%

2%

30%

Luminosity Mind Games Brain HQ Fit Brains Brain Metrix Neuro Nation None of these

Brain Training Program Awareness

49

Q23: Have you seen or heard about any of the following brain training programs? Base: Total (N=1,200)


Program Usage BRAIN TRAINING

PROGARMS

• Among consumers aware of respective programs, roughly one-third have used Fit Brains (36%) or Luminosity (36%), while just over one-quarter have used Brain Metrix (30%) or Mind Games (28%).

• A significantly greater proportion of younger consumers (age 34-49) have used Mind Games, compared to older consumers (age 50-75) (36% versus 19%).

36% 36%

30% 28%

19%

58%

Fit Brains Luminosity Brain Metrix Mind Games Brain HQ I have not used

online brain

training

Brain Training Program Usage

50

Q24: Which of the following, if any, brain training programs have you ever used? Base: Respondents aware of programs

Note: Neuro Nation not shown due to low base size (n<50)


Future Program Consideration BRAIN TRAINING

PROGARMS

• Among consumers aware of respective brain training programs, over 70% would consider using Brain HQ in the future, while two-thirds would consider Fit Brains (67%), Mind Games (66%), and Luminosity (65%).

• Only nominal percentage of consumers indicate they would not use online brain training.

72% 67% 66% 65%

50%

3%

27%

Brain HQ Fit Brains Mind Games Luminosity Brain Metrix I would not

use online

brain training

I don't know

Future Brain Training Program Consideration

51

Q25: Which of the following, if any, brain training programs would you consider using in the future? Base: Respondents aware of programs

Note: Neuro Nation not shown due to low base size (n<50)


For more information, please contact:

Danielle Musselwhite

Client Relations Consultant

[email protected]

Karen Roth

Practice Consultant

[email protected]

Andrew Willard

Practice Principal

[email protected]

W5 | 3211 Shannon Road, Suite 610 | Durham, NC 27707 | 919.932.1117 | www.W5insight.com

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Documents

2014 Brain Health Research Study...Gauge importance of healthy living and associated activities, understand consumer self-perceptions regarding health, determine level of engagement