Farmville May Need a Gym: Social Media Users Ages 35-54 Are Less Satisfied
With Their Fitness than Non-Users, According to Decision Analyst

Arlington, Texas—A study of social media users versus non-users ages 35-54 indicates that non-users are more satisfied with the amount of exercise they get, their current weight, and their fitness level, according to Decision Analyst, a leading marketing research and analytical consulting firm.

Over half (53%) of social media users ages 35-54 are “not satisfied” with the amount of exercise they get, compared to 39% of non-users of social media. In addition, 53% of social media users ages 35-54 are “not satisfied” with their current weight, a higher percentage than non-users (36%). Finally, social media users ages 35-54 are also the least satisfied with their fitness level: 52% were “not satisfied,” compared to only 38% of non-users ages 35-54.

Satisfaction With Amount of Exercise They Get. When compared to non-users of social media, a higher percentage of social media users ages 35-54 report that they were “not satisfied” with the amount of exercise they get (53%), compared to 39% of non-users.

Satisfaction with Current Weight. Social media users and non-users ages 35-54 were then compared by their level of satisfaction with their current weight. Non-users ages 35-54 were more likely to be “completely satisfied” with their current weight (18%) than social media users (11%). Social media users ages 35-54 comprised the largest percentage of respondents who were “not satisfied” with their current weight (53%), when compared to non-users (36%).

Satisfaction with Fitness Level. Social media users ages 35-54 were also less satisfied than non-users with their overall fitness level. Only 8% of social media users ages 35-54 were “completely satisfied” with their fitness level, while 14% of users of social media were “completely satisfied” (14%). Fifty-two percent of social media users ages 35-54 were “not satisfied,” compared to 38% of non-users in that age group.

“It appears that at least for the adults age 35 to 54, the non-social media users are happier and more content than the social media users,” according to Diane Brewton, Senior Vice President at Decision Analyst. “Perhaps the time they save by not engaging in social media is spent being more active.”

Methodology

Decision Analyst tracks food and beverage consumption, restaurant behavior, health attitudes, and lifestyle management via continuous surveys. The food industry study is conducted online using Decision Analyst's American Consumer Opinion® online panel (www.acop.com), one of the world's largest online panels, with over eight million members worldwide. This data is based on a representative sample of 21,275 U.S. adult respondents. Since rate of adaption of social media varies by age, this release only compares adults age 35 to 54. The survey results are accurate to one percentage point, plus or minus, at a 99% level of confidence.

Social media users were classified according to whether they regularly visit Facebook, MySpace, Twitter, LinkedIn, eHarmony, Match.com, Blogspot, Blogger, and/or Wordpress. To learn more about the Health and Nutrition Strategist™ report, please visit www.decisionanalyst.com or email callen@decisionanalyst.com.

About Decision Analyst

Decision Analyst (www.decisionanalyst.com), based in Dallas-Fort Worth, is a leading global marketing research and analytical consulting firm specializing in market segmentation, strategy research, new product development, and advanced modeling for marketing decision optimization. The 33-year-old firm delivers competitive advantage to clients throughout the world in the CPG, technology, food, automotive, healthcare, durable goods, and retail industries.

For additional information, contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1-800-ANALYSIS (262-5974) or 1-817-640-6166
Address: 604 Avenue H East
Arlington, TX 76011

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