Pumping Up Search: Insights into Gym Vertical Preferences

As we know it is evident that the younger generations are more digitally diverse when it comes to their online searches, often gravitating toward social media networks more than their older peers. This results in consumers being more empowered than ever because of our world being digitally driven.

Consumers are utilizing search engines and social media platforms as their trusty tools in the quest for information. This has a significant impact on industries across the board, including the fitness and gym sector. Understanding how different age groups utilize these tools to search for gym-related information is crucial for businesses looking to connect with their target audiences effectively.

In our proprietary research we surveyed over 1000+ consumers to discover consumer search behavior throughout various verticals.

Within the gym and fitness category, Google remains a preferred source for both age groups (18-34, 34+) but its dominance is much more pronounced among consumers aged 35 and older.

On the other hand, social media platforms play a more substantial role for the 18-34 age group, while older consumers rely more heavily on established search engines like Google and Bing.

When contrasting the survey data from above to a broader sample, we noticed a few key differentiators: 

  • Google is a preferred source for both age groups, with significantly more usage among consumers aged 35 and older (53%) compared to those aged 18-34 (20%). This poses a risk to Google as it underscores Google’s dominance as a preferred source for gym related information among consumers of all ages.
  • Social media platforms (Instagram, Snapchat, TikTok) are less popular among consumers aged 35+ compared to those aged 18-34 with older consumers favoring Facebook about 2x more than those younger.
  • Bing is about 225% more popular with those 35+ presenting a valuable target demographic for Bing.


These insights emphasize the importance of tailoring marketing strategies to effectively reach different age demographics in the gym and fitness industry.