• by Larissa Faw , January 6, 2015

While 13% of American adults say they'll make a New Year's resolution for 2015, those age 18-34 are three times more likely to do so than those age 50-64 (21% vs. 7%), according to Horizon's “Finger on the Pulse” survey.

Money and health are by far the most top of mind issues for 2015 resolution makers. Three in four (73%) say this year’s resolution will be centered on health and wellness, while six in 10 (61%) will focus on money and finances.

Perhaps more eye-opening is how few people believe in the strength of their own resolve. More than a third (36%) expect they’ll stick it out between one and six months, while 14% admit they probably won’t make it for a full month. By contrast, 30% say they expect to keep their resolutions through the year, and 20% are the eternal optimists, believing resolutions “last forever.”

“For brands that help with typical resolutions, like physical and financial health, advertising around the new year is a no-brainer," says Kirk Olson, Horizon's vice president of TrendSights. "But our research shows that marketers have about a six-month window to make an impact because by June, half of the audience isn’t listening anymore.”

Added Olson: “Smart brands who keep [their audience] engaged across channels with easy, practical support for when the going gets tough will be best positioned to extend that window and reap potential rewards.”

Notably, there are some changes this year regarding two popular resolutions. Some 54% of Americans say they typically make resolutions about quitting a bad habit, but only 44% say they’ll make that commitment for 2015. Likewise, 29% say they typically resolve to work on their social lives, but this year only 19% say they will be doing so.

Other issues of interest for 2015 resolution makers include work and relationships: 39% will make a resolution about their careers, 35% will resolve to do something about their relationships, and 29% about time management.

"New Years Resolutions written on a note pad" photo from Shutterstock.