Fitness Fanatics: Examining the demographics, attitudes and digital behaviours of fitness fanatics

This research report details the digital habits and behaviours of 'fitness fanatics' around the world, defined as individuals who say they exercise more than four times per week and have a strong interest in health and fitness.
  • GlobalWebIndex surveyed over 6000 fitness enthusiasts to explore a range of habits and behaviours, including media consumption, device usage, social media activity, online purchasing and brand engagement.
  • Some 14% of internet users can be classed as fitness fanatics; they are most likely to be male, aged 16-34, urban-dwelling and tend to be an adventurous, sporty audience.
  • They spend 6.7 hours online each day, 2.5 of which via a smartphone; with an interest in sport, they over-index strongly for owning wearables and almost universally use social networking platforms.
  • Some 85% make online purchases each month and PCs/laptops remain...

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