EATINGWELL.COM MEDIA KIT
Visitor Psychographics
Active Shoppers: 93% are the primary household decision makers
EATINGWELL.com Engagement:
Healthy recipes: 93%
Subscribe to EATINGWELL e-newsletters: 91%
Rate EATINGWELL.com as excellent or very good compared with other food websites: 90%
Diet, nutrition and health tips: 79%
Cooking and shopping tips: 60%
Healthy makeovers of unhealthy foods: 56%
Nutritional information: 51%
Visit the site weekly: 49%
Weight-loss information: 47%
Digital Engagement:
Read/subscribe to email newsletters: 66%
Facebook: 58%
YouTube: 29%
Access web content on a mobile device: 25%
Follow specific blogs: 18%
LinkedIn: 16%
Twitter: 8%
Health-Related Interests:
Healthy aging: 77%
Heart health: 63%
High cholesterol: 44%
High blood pressure: 43%
Digestive health: 41%
Diabetes: 30%
Osteoporosis: 30%
Healthy kids: 26%
Gluten-free: 17%
Lactose intolerance: 13%
Purchasing Behaviors:
Purchase natural or organic food products in the past year: 86%
Use online coupons: 76%
Purchase cookware/kitchen accessories: 72%
Willing to pay a premium for healthy products: 64%
Purchase cookbooks: 62%
Purchase small kitchen appliances: 60%
Willing to pay a premium for organic products: 49%
Purchase natural or organic household cleaners in the past year: 45%
Purchase natural or organic supplements in the past year: 44%
Willing to pay a premium for natural products: 43%
Thoughts that crossed visitors' minds when about to make grocery purchases:
Healthy ingredients: 89%
Value for the money: 75%
Cost: 74%
Quality: 73%
Taste: 71%
Convenience of use: 38%
Source: May 2011 EATINGWELL.com Online Survey