TV viewing and physical activity: a segment analysis for social marketing

Abstract

Elevated television viewing and physical inactivity promote sedentary behavior, leading to obesity. Yet, modifying the behavior has received a limited academic investigation. Thus, the purpose of this exploratory study is to develop segments relating to such behavior, and propose TV viewing-reduction and physical activity-enhancing strategies for the various segments. Using data from a mall, the multiple regression and analysis of variance (ANOVA) led to the identification of four segments: alert, inactive, action, and ideal. Results indicate that those engaged in physical activity appear to watch less TV, and that age and gender do not have a significant impact on TV viewing. The managers can use the findings, segments, and strategies to create appeals for target social marketing.