LOS ANGELES, Jan. 13, 2015 /PRNewswire/ — It’s the second full week of 2015 and already 83 percent of Americans are expected to lose the New Year’s weight loss resolution battle, according to The Psychology of Weight Loss, a new study on consumer behaviors conducted by Instant.ly, the consumer insights platform provided by global online market research leader uSamp. By the third week of January, 24 percent will quit their “get fit” programs, blaming their failures on the inability to resist the temptation of junk food (46%) or being spread too thin and/or too bogged down with the pressures of family and work (31%).
Despite the staggering failure rates, the survey revealed that many respondents are looking to digital devices to help them shed extra pounds. In 2015, more than 20 percent of respondents plan to use a wearable fitness band or application to track their weight loss, with 21 percent indicating they’re already using one. The reason? Twenty-eight percent of respondents know that their use of a fitness wearable or application has helped them reach their fitness goals in the past and they’re looking to it as a path to success.
“We know wearables were all the rage in 2014, but most stories in the media focus on telling consumers what the use cases could be,” said Andy Jolls, Chief Marketing Officer of uSamp, the company behind Instant.ly’s suite of consumer insights tools. “For the first time, the public is reporting that these devices have paid off, but the staggering gap between those utilizing such tools to reach their goals and those missing their resolutions all together should tell marketers they need to do a better job of reaching consumers and educating them about product benefits. In fact, our study yields direct opportunities for marketers to capitalize on the benefits of gamifying weight loss or better showcasing a rewards system when dieters hit milestones.”
To complete this study, Instant.ly polled over 1,000 respondents nationwide to dive into the behaviors and psychologies behind the commitment to diet and exercise. For more findings and to download the full results of The Psychology of Weight Loss Study, please click here.
Instant.ly(TM) is the world’s first on-demand consumer insights platform, providing brands with instant on-demand access to targetable consumers. The Instant.ly portfolio is comprised of Instant.ly Survey Tool(TM) for survey authoring and fielding, and Instant.ly Concept Test(TM) for early-stage concept screening. With Instant.ly, brand managers can collect quantifiable customer feedback from the web, mobile devices and social networks. Powerful enough to be used by Fortune 500 companies, and intuitive enough to be used by tens of thousands of small businesses, Instant.ly gives companies of all sizes a single platform – to build, promote and analyze the voice of the customer – when, where and how they need it. For more information visit www.instant.ly.
uSamp is the technology leader in market research providing automation, mobile and global sample and insight solutions for marketers. Based in Los Angeles, with five offices in the United States, Europe and Asia, uSamp has been recognized in Inc.’s 500|5000 exclusive ranking of the nation’s fastest-growing private companies. For more information visit www.usamp.com.
Sasha Quintana, MWW for Instant.ly
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