Brand Experience

Dgtl Study Reveals Impact of Social Media on Users

24 March, 2024

The digital landscape is a dynamic and ever-evolving sphere, impacting considerably not only on personal lives but also on how businesses approach their target demographics. A prominent example of this phenomenon is visible in the realm of gym marketing and the pursuit of more gym members. The DGTL Study by Leger DGTL, in its second edition, presents invaluable insights that can greatly influence the strategic maneuvers for advertising for gyms as well as comprehensive marketing approaches.

The meticulous study reached out to a diverse group of 3,046 Canadians and 1,033 U.S. residents, with the objective to delve into the intricacies of their online behaviors, digital preferences, and associated psychological impacts such as digital anxiety. Furthermore, the study sheds light on the patterns of social media usage tied to specific interests and community building.

Of the many revelations unearthed, one notable observation was the segment-specific affinity observed on various social media platforms. For instance, Instagram resonated with 48% of users who have a penchant for luxury goods, establishing itself as a visually compelling platform for this audience. In contrast, YouTube catered to the entertainment needs of a whopping 68% of gaming aficionados who flock to the platform for engaging content.

Meanwhile, travel enthusiasts chart their digital explorations differently across demographics. Facebook reigns with 44% of the general travel community, yet Instagram seizes the throne amongst younger crowds, with 67% of 16-24-year-olds and 59% of 25-44-year-olds using the platform to satisfy their wanderlust.

Of further interest to businesses, particularly those focused on gym lead generation, is the fact that social media is not just a hub for recreation or inspiration; it’s also a utility for career advancement and job searches. With 21% of Canadians scouring social media for employment opportunities at least weekly, the online domain has become a fertile ground for brands to bolster their employer appeal and attract top-tier talent. This is a trend that businesses, especially in the fitness industry, cannot afford to ignore.

Amidst these digital interactions, however, lies an undercurrent of stress related to digital technology, affecting a significant portion of the populace. While the specific percentage is unstated, only a minority of those experiencing online-induced stress proactively reduce their screen time. This indicates a growing demand for high-quality online content that can provide value without heightening stress levels. It’s an opportunity for brands, including those running Facebook Ads for gyms, to capture audience attention by designing content that is both compelling and comforting, ultimately mitigating digital anxiety.

This year’s DGTL study provides a granular level of data breakdown, including particulars such as age, gender, region, and interests, enabling brands to comprehend and target audience preferences with unprecedented precision. Such distinct insights are the bedrock upon which effective digital marketing strategies, such as advertising for gyms, can be constructed, ensuring that every dollar invested yields the maximum return.

In conclusion, the findings from the latest DGTL study serve as a guiding star for entities that aspire to strengthen their digital presence and outreach. For the fitness industry and gym owners, it’s a treasure trove of data that aids in identifying optimal platforms and concocting resonant messaging that not only attracts potential gym members but also fortifies the digital well-being of their clientele. This report represents a strategic ally for anyone seeking to innovate and excel in the digital marketing space.