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What's the size of my target audience: Amateur athlete aged 30 to 50, regular people that combines sport (gym & outdoor sports) & body care seriously into their lives, from average incomes and upwards. In the region: North America
Hello! Thanks for your question about the size of your target audience, specifically amateur athletes in North America aged between 30 and 50 with average incomes and above. The short answer is that your target market consists of approximately 23 million people. You'll find a deep dive of my research below.
METHODOLOGY
To respond to your request, I searched through industry reports, research studies, government data, trusted media sites, and other sources to find the requested information. Since this is not the type of statistic that is readily available, I pieced together data from various sources to triangulate an estimate for the size of your target market. I'll explain my calculations in detail below.
INSIGHTS
Since you specified that your target market is aged 30-50, I focused primarily on Generation X in my research, which is the cohort currently aged 34-50. This cohort consists of 66 million people in the United States. Since you want to include individuals beginning at age 30, however, I'm going to round that up to 75 million to include a chunk of the Millennial generation (which has 75 million people) to account for the 30-34 age gap. So, for these calculations, we're starting with a cohort of roughly 75 million people in the US aged 30 to 50.
Next, I looked for a breakdown of this group by income, since you specified you only wanted to include those earning an average income or above. The average income in the US is around $56,000 annually, but most demographic breakdowns look at $50,000 - $75,000 as one bracket, so I'm including numbers for incomes starting at $50,000. I figured this is close enough to average to still be part of your target market. Here's the percentages of Gen X in the average-to-upper income brackets:
$50k-$75k: 23%
$75k - $100k: 16%
$100k+: 17%
So, if our cohort is 75 million people, that's:
$50-$75k = 23% x 75 million = 17.25 million people
$75-$100k = 16% x 75 million = 12 million
$100k+ = 17% x 75 million = 12.75 million
Now, according to this report on physical activity in the US, around 46% of the Gen X generation is highly active. However, physical activity varies based on income, with higher-income individuals far more likely to be physically active. Here are the physical activity rates by income:
So, we can apply those rates to our income groups to eliminate anyone that is not physically active from our target market:
$50-$75k: 74% x 17.25 million = 12.765 million
$75k - $100k: 80% x 12 million = 9.6 million
$100k+: 82% x 12.75 million = 10.5 million
TOTAL: 32.865 million
However, these figures just tell us how many people in our cohort are physically active, but do not tell us the level of their physical activity, or how seriously they take it, as you put it in your request. According to the report, for Gen X, 63% of those who are physically active are highly physically active, meaning they do intense exercise at least a few times a week. So, we can apply that figure to our total from above:
32.865 million x 63% = 20.7 million
So, there are 20.7 million highly active individuals in the cohort and income bracket you're looking at in the US. Since you asked for North America, however, I'll quickly go through the same calculations for Canada. Since the population of Canada is much smaller, I'm not going to be quite as precise, since it won't affect the ultimate outcome very much.
So, there are 8 million people in our age cohort in Canada (7.2 million in Gen X, rounded up to account for those aged 30-34). We can guess that roughly the same percentage as in the US will earn average income or above, which is 56% in total, so that puts 4.48 million in our income and age group (56% of 8 million).
If roughly 80% of those are physically active (again, same as in the US), that's 3.58 million (80% of 4.48 million). And if roughly 63% of that group is highly active, that's 2.26 million (63% of 3.58 million). So, combined with our total of 20.7 million for the US, that's 22.96 million people in your target market for North America.
CONCLUSION
To wrap up, there are an estimated 23 million people in your target market in North America. I hope this information is helpful to you! Thanks for using Wonder, and let us know if we can help you with anything else.