What your New Year’s resolution? I’m sure many of yours, just like mine, is to lose a few pounds and get in better shape. Well, we aren’t alone. But, will we keep our resolution throughout the year? According to a new study The Psychology of Weight Loss, no we won’t.
Eighty-three percent of Americans are actually expected to lose the New Year's weight loss resolution battle, according to the study on consumer behaviors conducted by Instant.ly, a consumer insights platform provided by online market research company uSamp.
"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, CMO of uSamp, in a statement. "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."
To complete the study, Instant.ly polled over 1,000 respondents nationwide to dive into the behaviors and psychologies behind the commitment to diet and exercise. It shows that by the third week of January, 24 percent of Americans will quit their "get fit" programs, blaming the inability to resist the temptation of junk food (46 percent) or being spread too thin with the pressures of family and work (31 percent).
Despite the failure rates, many respondents are looking to digital devices to help them shed pounds. In 2015, more than 20 percent of respondents plan to use a wearable fitness band or application to track their weight loss, while 21 percent who say they're already using one. The study also shows that 28 percent of respondents know that their use of a fitness wearable has helped them reach their fitness goals in the past and they're looking to it as a path to success.
Jolls said, “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."
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design, Customers 1st, Digital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at firstname.lastname@example.org. Follow her at @AmandaCicc.