31% of New Year’s Resolution Makers Will Go Online for Products to Help Reach Goals

Nashua, New Hampshire, December 15, 2014 – Kentico Software, the Web Content and Customer Experience Management provider, today unveiled the findings from a survey of American web users that suggests marketers will have more resolution-minded customers to cater to. The New Year’s Resolutions survey is the latest installment of Kentico’s ongoing Digital Experience research series.

According to the survey, 31% of web users plan to make resolutions for the New Year, though 27% are still undecided. Of those who plan to make resolutions, a third intend to search online for products or services that can help them achieve their New Year’s goals, and 38% will look for sites or apps that can help them track their progress in achieving their goals. 26% will look for blogs and other sites for helpful information. 

“With a third of Americans planning to make resolutions for the New Year, it behooves digital marketers to cater to this demographic as a significant percentage of these self-improvers will be going online in search of information, products and support that can help them achieve their goals,” said Kentico CEO and Founder Petr Palas. 

The survey suggested that women are twice as more likely than men to go online for products and services, including trackers that can help them accomplish their New Year’s goals. The 18-29 demographic is the most enthusiastic about looking online for support, with 45% planning to look for tracking sites and apps and 39% looking to blogs and other sites for helpful information.

When asked about the areas in which they hope to improve themselves, resolution-minded survey participants listed the following among their top three choices as follow:
•    Fitness – 65%
•    Healthy eating – 57%
•    Relationships – 28%
•    Professional – 19%
•    Volunteer work / helping others – 15%
•    Smoking, alcohol or other addictions – 12%
•    Education – 11%
•    Bad computer or cell phone habits – 1%

Most Americans (58%) will make 1 to 2 resolutions while 30% plan to make no more than 3. Only 12% will make more than 5 resolutions for 2015. When it comes to being resolute, most of those who give up on their resolutions do so after a month (34%). 16% give up after six months. 34% either succeed in reaching their New Year’s goals or simply never give up trying to achieve them.

“Marketing to the resolution-minded can be done any number of ways,” Palas continued. “Show how your products and services can be used to help people improve their lives—whether it’s at home, at work, on their bodies, or their minds, for themselves or for others. Content marketing, social media, and creative discounting are just some of the tools that can be used to educate and motivate.” 

In addition to products and services, 20% of resolution-minded web users will be going online for moral support from social communities with Facebook (41%), websites (25%) and blogs (13%) listed as the top go-to destinations. Only 3% look to Twitter for moral support.

The Kentico New Year’s Resolutions Survey is the eighth installment of an ongoing Kentico Digital Experience Research series that was kicked off in 2013 with the Kentico Customer Experience Survey and continued with the Kentico Mobile Experience Survey, Email Marketing Survey, Website Marketing Survey, Digital Brand Interactions Survey, Content Marketing Survey, and Non-Profit Online Donors Survey.

515 US Internet users 18 years old and over participated in the Kentico New Year’s Resolutions Survey, conducted online during the month of November, 2014.

About Kentico
Kentico brings smart integrated digital marketing to businesses of all sizes with a comprehensive suite of solutions. With Kentico’s Web Content Management, Online Marketing, E-commerce, Online Communities, and Intranet & Collaboration solutions, clients can deliver superior cross-channel customer experiences across all devices. Based on the Microsoft .NET platform, Kentico comes with 450 web parts and fully documented API and is available on-premise or in the cloud. Flexible, robust and scalable, Kentico delivers right-first-time technology, out-of-the-box speed, and affordable sophistication to help customers meet their goals faster and more profitably.
About Kentico Software
Founded in 2004, Kentico is headquartered in the Czech Republic with offices in the US, UK, and Australia. A Microsoft Gold Certified Partner with 1,100 digital agency partners, Kentico powers more than 18,000 websites in 90 countries. Customers include Bacardi; Great British Chefs; Gibson; Mazda; Microsoft; Mighty River Power; Run and Become; Sony; Vodafone.

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