DCM Insight

Social Media Influencers

Value Hackers

Wellness Pragmatists

Did you know?

Target Market

Media Trends

What are people talking about?

pay more for wellness

85%

users are over 35 years old

70%

share cost of living concern

74%

purchase products due to influencers

Primary: To increase customer LTV by decreasing app churn to 22% within a year. Secondary: To increase paid app subscribers by 20% within a year.

45%

Who are they?

Campaign Purpose

Top 3 Challenges

Research behind "#GetYourStreakOn" digital campaign

High Price Point

Plateaued Subscriptions

Decreased Sales

Reveal

Additionally, in the North American market, fitness is not an item that consumers have reduced their spending on, highlighting its importance.

Cost-of-living imapct on consumer behaviours

74% of consumers were concerned about the rising cost of everyday items in 2023 as wages lag behind rising prices driven by inflation. While inflation is easing, prices remain high, prompting consumers to adopt long-term budgeting habits to manage spending effectively. This shift requires businesses to implement strategies to provide incentives to retain their customers through “value for money” hacks. Peloton’s new digital campaign would lean into this as higher performance on the streak results in rewards consisting of discounts for selected products e.g. in their apparel line, accessories, next month of subscription half price.

Peloton User Demographics

• Approximately 70% of Peloton's user base consists of individuals aged 35 and above
• Merely 2% of users fall within the age bracket of 18 to 24, while 11% are aged over 55

• In 2021, females constituted 49% of Peloton users, while males accounted for 43%. Among Peloton bike users, 30% fall between the ages of 45 and 64

85% of consumers would be willing to pay more for wellness products with proven efficacy or benefits. Consumers are adopting a pragmatic approach to their mental and physical health in 2024, shifting away from time-consuming multi-step regimes that require major commitment, seeking instead more practical options that deliver proven results that can seamlessly be integrated into consumers’ daily routines. With mental health being in the spotlight, consumers are drawn to efficient and effective products and embrace the latest scientific and technological advancements to achieve their desired outcomes. They do not expect radical changes overnight and are, in fact, setting realistic and attainable goals, but do want to see visible improvements, however they choose to do it. The new digital campaign would consist of various activities tapping into the research behind the impact of a consistent fitness lifestyle and all of the aspects of life it benefits in such as improved mood and physique, mental clarity and better sleeping patterns.

The wellness era

"The influencer effect"

Nearly half of Gen Z and millennials follow influencers who regularly promote products or brands (44%) and are likely to purchase a product recommended by influencers (45%). For approximately half of these cohorts, influencer recommendations are more engaging than regular ads. Gen Z lean towards micro and nano influencers, while celebrity-driven content appeals to millennials.

Consumers are seeking to improve their health and wellbeing by taking a break from the mundane. According to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey, 39% of Gen Z individuals and 36% of Millennials experience daily stress and anxiety.