Millennials today are increasingly interested in maintaining a balanced and healthy lifestyle. A variety of brands are looking to access this segment of consumers by creating apps and other tools to help them find the right health or fitness program. However, due to the increase of social influencers leveraging this space, and the fact that these individuals don’t follow traditional advertising methods, creators of these apps and tools are having to approach their targeting differently. In order to help these brands better understand users of health and fitness apps, and how they can better message to Millennials, we conducted an Agile Attitudes & Usage™ study.
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- Key apps Millennial consumers use to influence and motivate their current health and fitness regimes
- Why apps in this category are useful to consumers and what features are “must haves”
- How consumers learn about these apps and what would encourage them to consider incorporating a new tool into their toolkit