• Background
  • Introduction
  • Overview of the Report
  • Scope and Methodology
    • Scope of the Market
    • Methodology
    
    
  • Overview of the Market
    • Nearly 50 Million Americans Categorized as “Fit Consumers”
    • Fit Consumers Exceptionally Affluent
    • Household Income of Fit Consumers Approaches $2.2 Trillion
    • Fit Consumer Income Will Total $3 Trillion in 2011
    
    
  • Demographic Profile
    • Fit Consumers Are Relatively Young
    • Fitness Declines with Age
    • Decade Birthdays Trigger Renewed Interest in Fitness
    • Education Marks the Fit Consumer
    
    
  • Core Values of Fit Consumers
    • Fit Consumers Have Positive View of Life
    • Fit Consumers Like to Pursue Adventure and Take Risks
    • Fit Consumers Retain Taste for Adventure as They Age
    • Looking Good a Key Part of Fit Consumer Mindset
    • Fit Consumers Value Time More than Money
    • Fit Consumers Have Urbane Worldview
    • Close Relationships Highly Important to Fit Consumers
    • Concern for Environment Distinguishes Fit Consumers
    • Fit Consumers Are Informed Consumers
    
    
  • Health and Diet
    • Fit Consumers Healthier than Most
    • Fit Consumers Share Many Ailments with Other Consumers but Obesity Less Common
    • Alternative Medicine Gets Nod from Fit Consumers
    • Fit Consumers More Likely to Endure Pain before Taking Meds
    • Vitamins Valued by Fit Consumers
    • Healthy Eating Central Part of Fit Consumer Lifestyle
    • Substantial Minority of Fit Consumers Diet to Lose Weight
    • Fit Consumers Prefer Fresh Ingredients, Organic Food
    • Even Younger Fit Consumers Focus on Healthy Eating
    
    
  • Sports and Leisure Activities
    • Fitness Activities Top List of Favorite Sports
    • Hunting Tops List of Sports Dominated by Male Fit Consumers
    • Women Form Majority in Fitness Sports
    • Sports Preferences Evolve as Male Fit Consumers Age
    • Fit Consumers Favor Fitness Sports Regardless of Education and Income
    • Action Sports Dominated by Youngest Fit Consumers
    • Team Sports See More Multicultural Fit Consumers
    • Fit Consumers Most Likely to Exercise at Home
    • Ownership of Sports Equipment Reflects Involvement in Fitness Activities at Home
    
    
  • Overview of Consumer Behavior
    • Fit Consumers Careful with Their Money
    • Credit Cards More Common
    • Fit Consumers In Search of Financial Acumen
    • Fit Consumers Shop Often
    • Fit Consumers Look for Bargains
    • Brand Names Important
    • Fit Consumers More Likely to Shop Online
    • Fit Consumers Big Spenders on the Internet
    • Fit Consumers Important Catalog Customers
    
    
  • Fit Consumer Profiles: Industry Highlights
    • Cars Tied to Self-Image
    • Autos Part of Active Lifestyle of Fit Consumers
    • Auto Safety a Major Concern
    • Fit Consumers More Likely to Plan Vehicle Purchase in Near Future
    • Fit Consumers Fashion-Conscious
    • Fit Consumers More Likely to Use Personal Care Products
    • More Fit Consumers Use Sunscreen Products
    • Apparel Purchases Match Lifestyle of Fit Consumers
    • Fit Consumers Travel More Often
    • Fit Consumers of All Ages More Tech-Savvy
    
    
  • Fit Consumer Profiles: Sports Participation
    • Clear Demographic Differences Seen in Sports Pursued by Fit Consumers
    • Fitness Buffs and Tennis Players Want to Look Young
    • Golfers Most Laid Back and Optimistic
    • Fitness Buffs Most Driven by Healthy Eating
    • Fitness and Water Sports Participants Most Likely to Diet
    • Fitness Enthusiasts Look to Preventive Medicine
    • Shopping Behavior Reflects Underlying Demographics
    • Hunters and Fishermen Prefer American Cars
    • Differences Seen in Travel Preferences
    
    
  • Media Trends
    • Internet Has Significant Impact on Media Consumption of Fit
    • Consumers
    • Fit Consumers Depend on Print Media
    • Magazines Important to Fit Consumers
    • TV Less Important to Fit Consumers
    • ESPN Top Cable Choice for Male Fit Consumers
    • Radio Important as a News Source
    • Fit Consumers Have Mixed Feelings about Ads
    • Fit Consumers Down on TV Commercials but Pay Attention to Ads in Movie Theaters
    
    
  • Trends and Opportunities
    • Many Factors Converge to Increase Population of Fit Consumers
    • Aging Boomers Likely to Expand Fit Consumer Market
    • Marketers Team with Health Clubs and Sponsor Athletes to Reach Fit Consumers
    • Extreme Fit Consumers Highly Prized Consumer Segment
    • Fit Consumers Represent Major Market Segment for Wide Range of Industries

Section 1 Overview
Chapter 2 Overview of the Market

• Size and Growth of the Fit Consumer Market
  • Defining the Scope of the Fit Consumer Market
  • Nearly 50 Million Americans Categorized as “Fit Consumers”
  • Table 2-1: Number of Fit Consumers
  • Table 2-2: Number of Fit Consumers by Market Segment
  • Fit Consumers Exceptionally Affluent
  • Table 2-3: Aggregate Household Income of All Fit Consumers by Average Household Income, 2006
  • Extreme Fit Consumers Even More Affluent
  • Figure 2-1: Average Household Income, Fit Consumers vs. Other Consumers
  • Household Income of Fit Consumers Approaches $2.2 Trillion
  • Table 2-4: Aggregate Household Income of All Fit Consumers by Level of Household Income, 2006
  • Table 2-5: Aggregate Household Income of Extreme Fit Consumers by Level of Household Income, 2006
  • Table 2-6: Aggregate Household Income of Wannabe Fit Consumers by Level of Household Income, 2006
  • Table 2-7: Aggregate Household Income, Extreme vs. Wannabe Fit Consumers
  • Fit Consumer Income Will Total $3 Trillion in 2011
  • Table 2-8: Projected Size and Growth of Fit Consumer Market, 2006-2011
  
  
• Demographic Overview of Fit Consumers
  • Fit Consumers Are Relatively Young
  • Table 2-9: Fit Consumers by Age Group
  • Fitness Declines with Age
  • Figure 2-2: Percentage of Fit Consumers in Each 10-Year Age Group
  • Decade Birthdays Trigger Renewed Interest in Fitness
  • Figure 2-3: Percentage of Fit Consumers in Each 5-Year Age Group
  • Fit Consumers More Likely to Be Non-Hispanic White
  • Table 2-10: Gender and Race and Hispanic Origin, Fit Consumers vs. Other Consumers
  • Education Marks the Fit Consumer
  • Table 2-11: Education and Employment Profile, Fit Consumers vs. Other Consumers
  • Affluence Defines the Fit Consumer Market
  • Table 2-12: Household Income, Fit Consumers vs. Other Consumers
  • Table 2-13: Employment Income, Fit Consumers vs. Other Consumers
  • Table 2-14: Homeownership, Fit Consumers vs. Other Consumers
  • Table 2-15: Value of Residence, Fit Consumers vs. Other Consumers
  • Singles More Common
  • Table 2-16: Marital Status, Fit Consumers vs. Other Consumers
  • Table 2-17: Size of Household and Presence of Children, Fit Consumers vs. Other Consumers
  • Big-City Residents More Likely to Be Fit
  • Table 2-18: Place of Residence, Fit Consumers vs. Other Consumers

Chapter 3 Core Values of Fit Consumers

• Fit Consumers Have Positive View of Life
• Table 3-1: Attitudes toward Enjoying Life, Fit Consumers vs. Other Consumers
• Table 3-2: Attitudes toward Enjoying Life, 18- to 49-Year-Olds by Age Group, Fit Consumers. vs. Other Consumers
• Table 3-3: Attitudes toward Enjoying Life, 50- to 69-Year-Olds by Age Group, Fit Consumers. vs. Other Consumers
• Fit Consumers Like to Pursue Adventure and Take Risks
• Table 3-4: Attitudes toward Adventure and Risk, Fit Consumers vs. Other Consumers
• Table 3-5: Attitudes toward Adventure and Risk by Region, Fit Consumers vs. Other Consumers
• Fit Consumers Retain Taste for Adventure as They Age
• Table 3-6: Attitudes toward Adventure and Risk of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
• Table 3-7: Attitudes toward Adventure and Risk of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
• Looking Good a Key Part of Fit Consumer Mindset
• Table 3-8: Self-Image, Fit Consumers vs. Other Consumers Fit Consumers of All Ages Want to Stay Looking Young
• Table 3-9: Self Image of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
• Table 3-10: Self Image of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
• Fit Consumers Have Spiritual Orientation
• Table 3-11: Social Values, Fit Consumers vs. Other Consumers
• Table 3-12: Social and Political Values by Region, Fit Consumers vs. Other Consumers
• Fit Consumers Value Time More than Money
• Table 3-13: Attitudes toward Work and Money, Fit Consumers vs. Other Consumers
• Fit Consumers Have Urbane Worldview
• Table 3-14: Cosmopolitan Attitudes, Fit Consumers vs. Other Consumers
• Close Relationships Highly Important to Fit Consumers
• Table 3-15: Attitudes toward Relationships, Fit Consumers vs. Other Consumers
• Table 3-16: Attitudes toward Home and Family, Fit Consumers vs. Other Consumers
• Concern for Environment Distinguishes Fit Consumers from Other Consumers
• Table 3-17: Attitudes toward the Environment, Fit Consumers vs. Other Consumers
• Table 3-18: Attitudes toward the Environment by Region, Fit Consumers vs. Other Consumers
• Table 3-19: Attitudes toward the Environment of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
• Table 3-20: Attitudes toward the Environment of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
• Fit Consumers Are Informed Consumers
• Table 3-21: Attitudes toward Learning and Information-Gathering, Fit Consumers vs. Other Consumers

Section 2 Keeping Fit
Chapter 4 Health and Diet

• How Fit Consumers Manage Their Health
  • Fit Consumers Healthier than Most
  • Table 4-1: Attitudes toward Health, Fit Consumers vs. Other Consumers
  • Fit Consumers Share Many Ailments with Other Consumers but Obesity Less Common
  • Table 4-2: Ailments in Last 12 Months, Fit Consumers vs. Other Consumers
  • Fit Consumers Avoid Doctors Unless Very Ill
  • Table 4-3: Attitudes toward Doctors, Fit Consumers vs. Other Consumers
  • Alternative Medicine Gets Nod from Fit Consumers
  • Table 4-4: Attitudes toward Alternative Medicine, Fit Consumers vs. Other Consumers
  • Fit Consumers More Likely to Endure Pain before Taking Meds
  • Table 4-5: Attitudes toward Taking Medications, Fit Consumers vs. Other Consumers Vitamins Valued by Fit Consumers
  • Table 4-6: Attitudes toward Vitamins, Fit Consumers vs. Other Consumers
  • Table 4-7: Types of Vitamins/Minerals Used, Fit Consumers vs. Other Consumers
  • Fit Consumers in Charge of Own Health
  • Table 4-8: Gathering Health Information, Fit Consumers vs. Other Consumers
  • Fit Consumers Have Same Attitudes toward Health Regardless of Age
  • Table 4-9: Attitudes toward Health Management of 18- to 49-Year-Olds by
  • Age Group, Fit Consumers vs. Other Consumers
  • Table 4-10: Attitudes toward Health Management of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  
  
• The Role of Healthy Eating in the Fit Consumer Lifestyle
  • Healthy Eating Central Part of Fit Consumer Lifestyle
  • Table 4-11: Attitudes toward Healthy Eating, Fit Male Consumers vs. Other Male Consumers
  • Table 4-12: Attitudes toward Healthy Eating, Fit Female Consumers vs. Other Female Consumers
  • Fit Consumers Control Calorie Intake
  • Table 4-13: Attitudes toward Dieting, Fit Male Consumers vs. Other Male Consumers
  • Table 4-14: Attitudes toward Dieting, Fit Female Consumers vs. Other Female Consumers
  • Substantial Minority of Fit Consumers Diet to Lose Weight
  • Table 4-15: Reasons for Watching Diet, Fit Consumers vs. Other Consumers
  • Non-Prescription Diet Products Less Commonly Used by Fit Consumers
  • Table 4-16: Non-Prescription Products Used in Watching Diet, Fit Consumers vs. Other Consumers
  • Fit Consumers Prefer Fresh Ingredients, Organic Food
  • Table 4-17: Shopping for Food, Fit Consumers vs. Other Consumers
  • Healthy Snacks Hallmark of Fit Consumers
  • Table 4-18: Snacking Habits, Fit Consumers vs. Other Consumers
  • New Food Products Get Fit Consumers’ Attention
  • Table 4-19: Attitudes toward Trying New Foods, Fit Consumers vs. Other Consumers
  • Even Younger Fit Consumers Focus on Healthy Eating
  • Table 4-20: Attitudes of 18- to 49-Year-Olds toward Healthy Eating and Dieting by Age Group, Fit Consumers vs. Other Consumers
  • Table 4-21: Attitudes of 50- to 69-Year-Olds toward Healthy Eating and Dieting by Age Group, Fit Consumers vs. Other Consumers
  • Interest in Healthy Eating Crosses Regional Boundaries
  • Table 4-22: Attitudes toward Healthy Eating and Dieting by Region, Fit Consumers vs. Other Consumers

Chapter 5 Sports and Leisure Activities

• Overview
  • Fit Consumers More Active in Wide Variety of Areas
  • Table 5-1: Leisure Activities/Hobbies of Men in Last 12 Months, Fit
  • Consumers vs. Other Consumers
  • Table 5-2: Leisure Activities/Hobbies of Women in Last 12 Months, Fit Consumers vs. Other Consumers
  • Fit Consumers Bring Digital Cameras Along
  • Table 5-3: Ownership and Use of Digital Cameras, Fit Consumers vs. Other Consumers
  
  
• Sports Preferences of Fit Consumers
  • Fitness Activities Top List of Favorite Sports
  • Table 5-4: Sports Most Popular among Fit Consumers
  • Golf and Fishing Also Capture Attention of Male Fit Consumers
  • Table 5-5: Sports Most Popular among Fit Male Consumers
  • Hunting Tops List of Sports Dominated by Male Fit Consumers
  • Table 5-6: Sports by Percent of Participation by Male Fit Consumers
  • Women Form Majority in Fitness Sports
  • Table 5-7: Sports Most Popular among Female Fit Consumers
  • Table 5-8: Sports by Percent Participation by Female Fit Consumers
  • Sports Preferences Evolve as Male Fit Consumers Age
  • Table 5-9: Sports Most Popular among 18- to 49-Year-Old Male Fit
  • Consumers by Age Group
  • Table 5-10: Sports Most Popular among 50- to 69-Year-Old Male Fit Consumers by Age Group
  • Sports Choices of Female Fit Consumers Change More Slowly
  • Table 5-11: Sports Most Popular among 18- to 49-Year-Old Female Fit Consumers by Age Group
  • Table 5-12: Sports Most Popular among 50- to 69-Year-Old Female Fit Consumers by Age Group
  • Regional Differences Seen in Sports Choices of Fit Consumers
  • Table 5-13: Sports Most Popular among Fit Consumers by Region
  • Fit Consumers Favor Fitness Sports Regardless of Education and Income
  • Table 5-14: Sports Most Popular among Fit Consumers by Educational Achievement
  • Table 5-15: Sports Most Popular among Fit Consumers by Household Income
  • Action Sports Dominated by Youngest Fit Consumers
  • Table 5-16: Most Popular Sports among 18- to 29-Year-Old Fit Consumers
  • Team Sports See More Multicultural Fit Consumers
  • Table 5-17: Fit Consumer Sports Participation by % Multicultural Participants
  
  
• Ownership of Sporting Goods Equipment
  • Sporting Goods More Common in Homes of Fit Consumers
  • Figure 5-1: Percent Owning Sporting Goods, Fit Consumers vs. Other Consumers
  • Figure 5-2: Percent Buying Sporting Goods in Last 12 Months, Fit
  • Consumers vs. Other Consumers
  • Fit Consumers Most Likely to Exercise at Home
  • Table 5-18: Where Fit Consumers Exercise by Gender
  • Ownership of Sports Equipment Reflects Involvement in Fitness Activities at Home
  • Table 5-19: Sporting Goods Owned by Fit Consumers vs. Other
  • Consumers
  • Table 5-20: Sporting Goods Bought in the Last 12 Months by Fit Consumers vs. Other Consumers

Section 3 Consumer Behavior
Chapter 6 Overview of Consumer Behavior

• Personal Finances
  • Fit Consumers Careful with Their Money
  • Table 6-1: Attitudes toward Money and Spending, Fit Consumers vs. Other Consumers
  • Credit Cards More Common
  • Table 6-2: Ownership of Credit Cards, Fit Consumers vs. Other Consumers
  • Table 6-3: Use of Debit Cards, Fit Consumers vs. Other Consumers
  • Fit Consumers Prime Customers for Financial Services Industry
  • Figure 6-1: Percent Owning Mutual Funds/Brokerage Accounts, Fit Consumers vs. Other Consumers
  • Table 6-4: Ownership of Bank Accounts, Fit Consumers vs. Other Consumers
  • Fit Consumers Cautious about Financial Services
  • Table 6-5: Use of Financial Services, Fit Consumers vs. Other Consumers
  • Fit Consumers In Search of Financial Acumen
  • Table 6-6: Level of Knowledge and Interest in Personal Finance, Fit Consumers vs. Other Consumers
  • Fit Consumers See Value of Insurance
  • Table 6-7: Perceived Need for Insurance, Fit Consumers vs. Other
  • Consumers
  
  
• Shopping Behavior
  • Shopping Not a Top Priority for Fit Consumers
  • Table 6-8: Attitudes toward Shopping, Fit Consumers vs. Other Consumers
  • Table 6-9: Attitudes toward Shopping as a Social Event, Fit Consumers vs. Other Consumers
  • But Fit Consumers Shop Often
  • Figure 6-2: Percent Visiting Shopping Mall in Last 4 Weeks, Fit Consumers
  • vs. Other Consumers
  • Figure 6-3: Percent Visiting Strip Mall in Last 4 Weeks, Fit Consumers vs. Other Consumers
  • Table 6-10: Frequency of Visits to Malls In Last 4 Weeks, Fit Consumers
  • vs. Other Consumers
  • Table 6-11: Department/Discount Stores Shopped in Last 12 Months, Fit Consumers vs Other Consumers.
  • Fit Consumers Look for Bargains
  • Table 6-12: Attitudes toward Sales or Bargains, Fit Consumers vs. Other Consumers
  • Brand Names Important
  • Table 6-13: Brand Awareness, Fit Consumers vs. Other Consumers
  • Fit Consumers More Likely to Shop Online
  • Table 6-14: Attitudes toward Online Shopping, Fit Consumers vs. Other Consumers
  • Table 6-15: Attitudes of 18- to 49-Year-Olds toward Online Shopping by
  • Age Group, Fit Consumers vs. Other Consumers
  • Table 6-16: Attitudes of 50- to 69-Year-Olds toward the Internet by Age
  • Group, Fit Consumers vs. Other Consumers
  • Fit Consumers Big Spenders on the Internet
  • Figure 6-4: Percent Making an Online Purchase in Last 12 Months, Fit Consumers vs. Other Consumers
  • Table 6-17: Total Spent on Internet in Last 12 Months
  • Table 6-18: Items Bought on Internet in Last 12 Months, Fit Consumers vs. Other Consumers
  • Fit Consumers Important Catalog Customers
  • Figure 6-5: Percent Choosing Not to Have Name on Mailing List, Fit Consumers vs. Other Consumers
  • Figure 6-6: Percent Buying Merchandise from a Catalog in Last 12 Months,
  • Fit Consumers vs. Other Consumers
  • Table 6-19: Types of Merchandise Bought From Catalogs in Last 12 Months, Fit Consumers vs. Other Consumers
  • Figure 6-7: Percent Making Mail/Phone Purchases in Last 12 Months, Fit Consumers vs Other Consumers.
  • Table 6-20: Items Bought by Mail or Phone in Last 12 Months, Fit
  • Consumers vs. Other Consumers

Chapter 7 Fit Consumer Profiles: Industry Highlights

• Fit Consumer Profile: Automotive
  • Cars Tied to Self-Image
  • Table 7-1: Attitudes toward Cars and Self Image, Fit Consumers vs. Other Consumers
  • Autos Part of Active Lifestyle of Consumers
  • Table 7-2: Automobiles and Lifestyle, Fit Consumers vs. Other Consumers
  • Table 7-3: Automobiles and Lifestyle by Region, Fit Consumers vs. Other Consumers
  • Table 7-4: Automobiles and Lifestyle of 18- to 49-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Table 7-5: Automobiles and Lifestyle of 50- to 69-Year-Olds by Age Group, Fit Consumers vs. Other Consumers
  • Auto Safety a Major Concern
  • Table 7-6: Attitudes toward Auto Safety, Fit Consumers vs. Other Consumers
  • Fit Consumers Prime Customers for New Cars
  • Table 7-7: Attitudes toward New vs. Used Cars, Fit Consumers vs. Other Consumers
  • Table 7-8: Attitudes toward Foreign Cars, Fit Consumers vs. Other Consumers
  • Table 7-9: Reasons for Buying Cars, Fit Consumers vs. Other Consumers
  • SUVs Found in Fit Consumers’ Garages
  • Table 7-10: Ownership of Vehicles, Fit Consumers vs. Other Consumers
  • Fit Consumers More Likely to Plan Vehicle Purchase in Near Future
  • Table 7-11: Purchase of Vehicles, Fit Consumers vs. Other Consumers
  
  
• Fit Consumer Profile: Fashion
  • Fit Consumers Fashion-Conscious
  • Table 7-12: Attitudes toward Fashion, Fit Consumers vs. Other Consumers
  • Men in Fit Consumer Market Have Conservative Fashion Views
  • Table 7-13: Attitudes toward Fashion by Gender, Fit Consumers vs. Other Consumers
  • Fit Consumers More Likely to Use Personal Care Products
  • Table 7-14: Use of Personal Care Products, Fit Female Consumers vs. Other Female Consumers
  • Table 7-15: Use of Personal Care Products, Fit Male Consumers vs. Other Male Consumers
  • More Fit Consumers Use Sunscreen Products
  • Figure 7-1: Percent Using Sunscreen Products by Gender, Fit Consumers vs. Other Consumers
  • Apparel Purchases Match Lifestyle of Fit Consumers
  • Table 7-16: Clothing Items and Accessories Bought in Last 12 Months,
  • Fit Male Consumers vs. Other Male Consumers
  • Table 7-17: Clothing Items and Accessories Bought in Last 12 Months,
  • Fit Female Consumers vs. Other Female Consumers
  • Fit Consumers Major Customers for Athletic Shoes
  • Table 7-18: Sneakers/Athletic Shoes Bought in Last 12 Months, Fit Male Consumers vs. Other Male Consumers
  • Table 7-19: Sneakers/Athletic Shoes/Sports Shoes Bought in Last 12
  • Months, Fit Female Consumers vs. Other Female Consumers
  
  
• Fit Consumer Profile: Travel
  • Fit Consumers Seek Out Different Vacation Experiences
  • Table 7-20: Attitudes toward Travel, Fit Consumers vs. Other Consumers
  • Fit Consumers Travel More Often
  • Figure 7-2: Percent Staying in Hotel/Motel or Similar Accommodation in
  • U.S. in Last 12 Months, Fit Consumers vs. Other Consumers
  • Figure 7-3: Percent Taking Cruise Ship Vacation in Last 3 Years, Fit Consumers vs. Other Consumers
  • Table 7-21: Travel Profile, Fit Consumers vs. Other Consumers
  • Foreign Travel Attracts Fit Consumers
  • Figure 7-4: Percent with a Passport, Fit Consumers vs. Other Consumers
  • Table 7-22: Attitudes toward Foreign Travel, Fit Consumers vs. Other Consumers
  • Table 7-23: Profile of Foreign Travelers, Fit Consumers vs. Other Consumers
  
  
• Fit Consumer Profile: Technology and Consumer Electronics
  • Fit Consumers Highly Involved in Technology
  • Table 7-24: Attitudes toward Technology, Fit Consumers vs. Other Consumers
  • Fit Consumers of All Ages More Tech-Savvy
  • Table 7-25: Attitudes of 18- to 49-Year-Olds toward Technology by Age Group, Fit Consumers vs. Other Consumers
  • Table 7-26: Attitudes of 50- to 69-Year-Olds toward Technology by Age Group, Fit Consumers vs. Other Consumers
  • Multiple Computers More Common in Homes of Fit Consumers
  • Table 7-27: Ownership of Personal Computers at Home, Fit Consumers vs. Other Consumers
  • Fit Consumers Connected to the Internet
  • Table 7-28: Frequency of Going Online at Home, Fit Consumers vs. Other Consumers
  • Fit Consumers Tap Internet for Sports Information
  • Table 7-29: Online Activities, Fit Consumers vs. Other Consumers
  • Fit Consumers More Likely to Have Cell Phone Internet Access
  • Table 7-30: Ownership and Use of Cell Phones, Fit Consumers vs. Other Consumers

Chapter 8 Fit Consumer Profiles: Sports Participation

• Introduction
  • Sports Categories Defined
  • Table 8-1: Sports Categories
  • Clear Demographic Differences Seen in Sports Pursued by Fit Consumers
  • Table 8-2: Demographic Profile of Fit Consumers by Sports Category
  
  
• Core Values
  • Fitness Buffs and Tennis Players Want to Look Young
  • Table 8-3: Self Image of Fit Consumers by Sports Participation
  • Golfers Most Laid Back and Optimistic
  • Table 8-4: Attitudes toward Life of Fit Consumers by Sports Participation
  • Action Sports Attract Risk-Takers
  • Table 8-5: Attitudes toward Adventure and Risk of Fit Consumers by Sports Participation
  • Snow Sports Participants Espouse More Secular Values
  • Table 8-6: Religious Values of Fit Consumers by Sports Participation
  • Hunters Enjoy “Nature” but Reject Recycling
  • Table 8-7: Environmental Attitudes of Fit Consumers by Sports
  • Participation
  
  
• Health and Diet
  • Fitness Buffs Most Driven by Healthy Eating
  • Table 8-8: Attitudes of Fit Consumers toward Healthy Eating by Sports Participation
  • Table 8-9: Attitudes of Fit Consumers toward Organic/Fresh Food by Sports Participation
  • Snacking Habits Vary
  • Table 8-10: Attitudes of Fit Consumers toward Snacking by Sports Participation
  • Fitness and Water Sports Participants Most Likely to Diet
  • Table 8-11: Attitudes of Fit Consumers toward Dieting by Sports Participation
  • Fitness Enthusiasts Look to Preventive Medicine
  • Table 8-12: Attitudes of Fit Consumers toward Medical Care and Medications by Sports Participation
  • Fitness Enthusiasts Actively Seek Health Information
  • Table 8-13: Attitudes of Fit Consumers toward Gathering Information about Diet and Health by Sports Participation
  • Use of Vitamins Common in Most Sports
  • Table 8-14: Attitudes of Fit Consumers toward Vitamins by Sports Participation
  • Alternative Medicine the Choice of Racquet Sports Players
  • Table 8-15: Attitudes of Fit Consumers toward Alternative Medicine by
  • Sports Participation
  
  
• Highlights of Consumer Behavior
  • Shopping Behavior Reflects Underlying Demographics
  • Table 8-16: Attitudes of Fit Consumers toward Shopping by Sports Participation
  • Fashion Attitudes Show Complex Pattern
  • Table 8-17: Attitudes of Fit Consumers toward Fashion by Sports Participation
  • Hunters and Fishermen Prefer American Cars—Especially SUVs
  • Table 8-18: Attitudes of Fit Consumers toward Foreign vs. Domestic Cars by Sports Participation
  • Table 8-19: Attitudes of Fit Consumers toward Automobiles by Sports Participation Golfers Most Likely to Buy New Cars
  • Table 8-20: Attitudes of Fit Consumers toward Buying Cars by Sports Participation Golfers Most Likely to Read Newspapers
  • Table 8-21: Media Usage of Fit Consumers by Sports Participation Fitness and Outdoor Types Have Little Interest in Technology
  • Table 8-22: Attitudes of Fit Consumers toward Technology by Sports Participation Many Differences Seen in Travel Preferences
  • Table 8-23: Attitudes of Fit Consumers toward Travel by Sports Participation
  • Golfers Feel Most Financially Secure
  • Table 8-24: Attitudes of Fit Consumers toward Personal Financial Security by Sports Participation

Section 4 Market Trends
Chapter 9 Media Trends

• Print Media
  • Internet Has Significant Impact on Media Consumption of Fit
  • Consumers
  • Table 9-1: Impact of the Internet on Traditional Media Usage, Fit
  • Consumers vs. Other Consumers
  • Fit Consumers Depend on Print Media
  • Table 9-2: Attitudes toward Newspapers, Fit Consumers vs. Other Consumers
  • Figure 9-1: Percent Reading Daily and Sunday Newspapers, Fit Consumers vs. Other Consumers
  • Magazines Important to Fit Consumers
  • Table 9-3: Attitudes toward Magazines, Fit Consumers vs. Other Consumers
  • Table 9-4: Magazines Read by Men, Fit Consumers vs. Other Consumers
  • Table 9-5: Magazines Read by Women, Fit Consumers vs. Other Consumers
  
  
• Television and Radio
  • TV Less Important to Fit Consumers
  • Table 9-6: Ownership of TV Sets, Fit Consumers vs. Other Consumers
  • Table 9-7: Attitudes toward TV, Fit Consumers vs. Other Consumers
  • ESPN Top Cable Choice for Male Fit Consumers
  • Table 9-8: Cable TV Services Viewed in Last 7 Days by Men, Fit Consumers vs. Other Consumers
  • Table 9-9: Cable TV Services Viewed in Last 7 Days by Women, Fit Consumers vs. Other Consumers Radio Important as a News Source
  • Table 9-10: Attitudes toward Radio, Fit Consumers vs. Other Consumers
  
  
• Impact of Advertising
  • Fit Consumers Have Mixed Feelings about Ads
  • Table 9-11: Attitudes toward Advertising, Fit Consumers vs. Other Consumers
  • Fit Consumers Down on TV Commercials but Pay Attention to Ads in Movie Theaters
  • Table 9-12: Attitudes toward TV Advertising, Fit Consumers vs. Other Consumers
  • Table 9-13: Attitudes toward Advertising in Movie Theaters, Fit Consumers vs. Other Consumers
  • Internet Ads Have Less Impact on Fit Consumers
  • Table 9-14: Percent Finding Internet Ads “Not at all Useful,” Fit Consumers vs. Other Consumers

Chapter 10 Trends and Opportunities

• Market Trends
  • Many Factors Converge to Increase Population of Fit Consumers
  • Aging Boomers Likely to Expand Fit Consumer Market
  • Decade Birthdays Offer Cues to Marketers
  • Marketers Team with Health Clubs to Reach Fit Consumers
  • Companies Sponsor Athletes to Expand Sales
  
  
• Market Opportunities
  • Fit Consumers Are Affluent Consumers
  • Table 10-1: Profile of Fit Consumers by Income and Education
  • Extreme Fit Consumers Highly Prized Consumer Segment
  • Fit Consumers Represent Major Market Segment for Healthy Foods
  • Table 10-2: Selected Opportunities Related to Health and Diet of Fit Consumers
  • Leisure Activities of Fit Consumers Generate Opportunities
  • Table 10-3: Selected Opportunities Related to Leisure Activities of Fit Consumers
  • Fit Consumers Drive Market for Athletic Apparel and Sporting Goods
  • Table 10-4: Selected Opportunities Related to Purchase of Outdoors/Fitness/Athletic Apparel or Accessories by Fit Consumers by Gender
  • Table 10-5: Selected Opportunities Related to Purchase of Athletic Shoes by Fit Consumers by Gender
  • Table 10-6: Selected Opportunities Related to Sporting Goods Purchased by Fit Consumers
  • Fit Consumers Represent Unusually Attractive Segment for Retailers
  • Table 10-7: Selected Opportunities Related to Shopping Habits of Fit Consumers
  • Table 10-8: Selected Opportunities Related to Online Shopping Habits of Fit Consumers
  • Table 10-9: Selected Opportunities Related to Catalog and Mail/Phone Shopping Habits of Fit Consumers
  • Fit Consumers Major Users of Financial Services Table 10-10: Selected Opportunities Related to Financial Services Used by
  • Fit Consumers More than 6 Million Fit Consumers Plan to Buy New Vehicle in Next 12 Months
  • Table 10-11: Selected Opportunities Related to Ownership and Purchase of Automotive Vehicles by Fit Consumers
  • Concern for Image Creates Opportunities for Personal Care and Fashion Industries
  • Table 10-12: Selected Opportunities Related to Use of Personal Care Products by Female Fit Consumers
  • Table 10-13: Selected Opportunities Related to Use of Personal Care Products by Male Fit Consumers
  • Table 10-14: Selected Opportunities Related to Apparel Purchases by Fit Consumers by Gender Fit Consumers Prime Customers for Travel Industry
  • Table 10-15: Selected Opportunities Related to Travel Patterns of Fit Consumers

Appendix I List of Sports
Appendix II Addresses of Selected Fit Consumer Market Resources