Social Aids In Achieving New Year's Resolution Goals

by Laurie Sullivan, Jan 3, 2013, 4:04 PM

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Some 35% of digital consumers will spend $25 or more per month on New Year’s resolutions, presenting an opportunity for marketers looking to reach specific segments, according to survey results released Thursday. Some 8% of SocialVibe survey participants said they would spend $51 to $75; followed by 6%, between $75 and $100; and 8%, more than $100.

The SocialVibe survey, conducted in December 2012, and designed to gauge attitudes and behaviors around New Year’s resolutions for those spending time online, suggests 52% of consumers plan to improve eating and physical fitness habits -- women more so than men. Improving finances at 21% took the No. 2 most popular category after diet and exercise. Improving stress levels and well-being at 20% took the No. 3 spot.

Compared with women, males are much more likely to quit unhealthy habits such as drinking or smoking, at 19% versus 11%. Consumers, however, have become more ego- than eco-focused -- and resolutions focusing on outreach, volunteering, recycling, and carbon footprint reductions were the least popular among the 19 measured, according to the findings.

About 44% of consumers spending time online are likely to make New Year’s resolutions for 2013, compared with 38% who recall making one last year. Most don't follow through. Only 28% accomplish or get close to their goals. Some 26% are goal-oriented but fall short; 46% never get started. Still, 78% make one resolution, compared with 14% at 2, and 8% for 3 or more.

Digital and social community support help to accomplish goals. In fact, one in 10 consumers feel that sharing goals with their social network and competing against friends, family and online groups improves their New Year's resolution performance and chances of accomplishing the goal. Overall, 39% of digital consumers feel that sharing, competing, combining and contributing to charities are highly likely to improve their New Year's resolution performance.

Some 9% think sharing their goal on a social network like Facebook, Twitter or LinkedIn improves the outcome, another 9% think competing against friends, family or an online group helps them make the most progress, and 8% think recruiting a group of friends or family to participate works well.

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