SOURCE: Horizon Media

January 07, 2015 08:06 ET

Horizon Media Study Finds That New Year's Resolutions Are Few and Far Between

Only 13% of Consumers Plan to Make Resolutions; With Millennials Most Likely to Do So

NEW YORK, NY--(Marketwired - January 07, 2015) - According to Horizon Media's latest Finger on the Pulse research around New Year's resolutions, a surprisingly low number of consumers have resolved to make changes this year; Only 13% of consumers say they plan to have a New Year's resolution for 2015. And the younger you are, the more likely you are to make a resolution: 18-34s are the resolution ringleaders (21% versus 13% of 35-49 year-olds and 7% of 50-64 year-olds).

When it comes to what people are resolving to do in 2015, resolutions surrounding health and wellness are the most popular (73%), followed by resolutions about finances (61%). Interestingly, 54% of people say they typically make resolutions about quitting a bad habit, but only 44% felt that they would make that commitment in this New Year. 

But resolutions are fleeting. Half of consumers don't expect their resolutions to stick past the six month mark. Only three in ten say they tend to keep their resolutions through the year. And 14% don't even think they'll stay on track for a full month. 

"For brands that can help with typical resolutions like physical and financial health, advertising around the new year is a no-brainer. But our research shows that marketers have about a six month window to make an impact because by June, half of the audience isn't listening anymore," said Kirk Olson, VP of TrendSights at Horizon Media. "Smart brands who keep them engaged across channels with easy, practical support for when the going gets tough will be best positioned to extend that window and reap potential rewards."

Other areas of interest are career goals and personal objectives: 35% select a resolution about their relationships, 39% focus on their careers, and 29% plan to make changes with regards to time management. 29% of respondents say they typically resolve to work on their social lives, but this year only 19% say they will be doing so.

Finger on the Pulse is Horizon's proprietary online research community, comprised of 3,000 people reflective of the general U.S. population. The community empowers the agency to connect directly with consumers, diving beneath the surface of beliefs and behaviors to uncover critical insights.

About Horizon Media
Horizon Media, Inc. is the largest and fastest growing privately held media services agency in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, and Chicago. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year. Most recently, in 2014, Bill Koenigsberg was named 4As Chair of the Board and is the first person from a media agency to hold this prestigious position in the 100 year history of the 4As, the marketing industry's leading trade association.

The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $4.7 billion and over 1000 employees.

The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit horizonmedia.com.

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