ABC Fitness Solutions：2023解码会员体验：健身房会员留存之道分析报告（中译版）（52页）.pdf

1、eBookCrack the CodeABC Ignite Confidential 2023Key InsightsIgnite Clubs Membership Trends for H1:2020-20233ABC Ignite Confidential 20234ABC Ignite Confidential 2023JOINS IN THE LAST 3 YEARS ARE IN THE YOUNGER AGE CATEGORYOLDER MEMBERS STARTING TO COME BACK IN THE LAST YEAR3232286219-2526-3435-5455-6

2、5Over 65142541419-2526-3435-5455-65Over 65Age and Join%Last 3 Years Age and Join%Increase Last 12 Months vs Previous 12 MonthsNEW JOINSMILLENNIALS&GEN Z62%New joins in the last 3 YEARSof those come fromONLINE JOINShave increased by39%in the last 3 YEARSwith MILLENNIALS&GEN ZGen Z&Millennials=42%of U

3、.S.Population5ABC Ignite Confidential 2023Source:KASASAMillennialsGen ZBirth Years:1980 to 1994/6Current Age:25 to 40Size:72.1 million 21.6%US PopulationMedia Consumption:95%still watch TV,but Netfix edges out traditionalcable as the preferred provider.Cord-cutting in favor of streaming services is

4、the popular choice.This generation is extremely comfortable with mobile devices,but 32%will still use a computer for purchases.They typically have multiple social media accounts.Shaping Events:The Great Recession,the technological explosion of the internet and social media,and 9/11.Finances:Massive

5、student debt causes this generation to delay major life purchases.Birth Years:1997 to 2012Current Age:9 to 24Size:68 million 20.4%US PopulationMedia Consumption:The average Gen Zer received their first mobile phone at age 10.3 years.Many of them grew up playing with their parents mobile phones or ta

6、blets.They have grown up in a hyper-connected world and the smartphone is their preferred method of communication.On average,they spend 3 hours a day on their mobile device.Shaping Events:Smartphones,social media,never knowing a country not at war,and seeing the financial struggles of their parents(