US Fitness Insights 2020-2021 Trends

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The Future of Fitness

Health and fitness is always top of mind for people as they embrace the new year, but technology has emerged as a key way that people engage with their health, changing the fitness landscape.

Quantcast has looked at emerging fitness technology to understand what’s hot, customer profiles, and who is purchasing, specifically diving into the following tech-forward fitness categories:

  • Home gym equipment
  • Toys & Children’s Gifts
  • Consumer Electronics
  • Food & Drink
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Virtual Fitness Instructions Remote Physical Therapy

Virtual PT popular with Boomers. We saw surprisingly strong Virtual Fitness interest from Boomers, but digging into search behavior, we see that this audience is 6.4x more likely to search for Physical Therapy-related topics. Virtual Fitness is likely being used by this older age group less for weight loss, and more to maintain their physical health and mobility, so messaging to this demographic likely should be focused on yoga, stretching, and PT classes.

Tech Savvy Searchers. We also found that Virtual Fitness searchers lean into the “virtual” rather than “fitness” aspect, showing affinity for highly technical and nerdy topics, such as Engines, Web Search, Streaming Music and Computer Certification.

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