At-Home Test Consumers: Demographics
Over the past two years, companies offering at-home health testing, also known as direct to client lab tests (DTC), have grown substantially, securing contracts with large retailers such as Target, CVS, Wellgreens, and Walmart. They have also been drawing competition from diagnostic lab giants Quest and Labcorp. The tests offered by these companies cater to medical conditions of all genders and age groups. Therefore, there appears to be no one set of demographics for these products.
- Creative advertising materials for LetsGetChecked, EverlyWell, and QuestDirect showed an equal distribution between white and black individuals with a smaller representation of Asian and Latino populations.
- Research on at-home genetic market testing shows that 82% of test takers are white, 4% are African American, 5% are Asian, and 6% are Hispanic\Latino.
- Companies divide at-home testing products into categories such as: Women's health-specific products for fertility, menopause, and STDs and HPV, as well as men's health-specific products for hormonal imbalance. There are also general sexuality tests, mainly for STDs, and general well-being tests for vitamins and cholesterol and blood work.
- Advertising media of EverlyWell showed mainly females using the product. LetsGetChecked and QuestDirect advertising media displays males and females in equal numbers.
- Advertising media for EverlyWell and LetsGetChecked shows young adults, while QuestDirect's advertising media shows mostly elderly people.
- All companies examined have large Facebook pages. Except adults aged 65 and older, Facebook is used by a majority of Americans amongst all other age ranges.
- EverlyWell (88.3K followers) and LetsGetChecked (10.9K followers) have a strong Instagram presence. Instagram audience consists of younger adults aged 13-29.
- EverlyWell (2,028 followers) and LetsGetchecked (3,489 followers) have a moderate Twitter presence. Twitter is most popular with people in their 20s.
- Research on at-home genetic market testing shows most users are adults aged 25-64.
- Research on at-home genetic market testing shows 94% of users have a college education.
- Based on the age group 25-64 with a college education, we calculate the annual average income for customers to be $85,083.
We consulted the example companies' and competitors' websites to develop a good understanding of the products that make up the at-home tests market. We used these products to make assumptions about the audience's gender and age. We triangulated these assumptions with the social media accounts of the companies in the review and triangulated the findings with information about their marketing strategy. Then, we sourced websites of advertising firms and reports about events created by the companies to come up with age, gender, and race information. Next, we used Google Scholar to scour for academic articles about consumers' use of similar products, as a proxy for the education level of the audience in this report.
We triangulated the age and education data we found with the database of the Census Bureau to arrive at the users' income level. According to the Census Bureau, the mean income for people (male and female) aged 25-65 goes as follows:
Some college, no degree = $43,528
Associate Degree = $48,190
Bachelor's Degree = $71,909
More than one Bachelor's Degree = $82,260
Master's Degree = $88,482
Professional Degree = $140,292
Doctorate Degree = $120,921
Therefore, the average annual income for customers is: (43,528+48,190+71,909+82,260+88,482+140,292+120,921)/7 = $85,083