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市場調查報告書
美國減肥市場網站：競爭分析
Weight Loss Websites: A Market & Competitor Analysis
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美國減肥市場網站：競爭分析 是由出版商MarketData Enterprises, Inc.在2011年01月所出版的。
這份英文市場調查報告書包含171 Pages 價格從美金1495起跳。
本報告書為美國減肥網站市場的現狀與前景之調査分析、線上減肥市場特徴與構造、減肥網站的各種類別、收益模式、獲得流量的手段、線上減肥者介紹、主要網站排名、市場規模成績・預測（∼2014年）等，概述如下。
導論：調査範圍・調査手法
概要與主要調査結果
美國減肥市場全體狀況
線上減肥市場的性質
- 市場構造：減肥網站各種種類概要
- 好網站的品質・機能/特徴
- 第1・第2・第3世代的減肥網站
- 各種收益模式：付費加入 vs 廣告支援
- 免費&低收費減肥網站的市場佔有率
- 內容的重要性
- 技術上的課題：流量的購買 vs 自然檢索產生的流量
- 線上減肥的有效性：調査・研究
- 優良減肥網站的品質等等
市場規模・成長率
- 減肥網站數量
- 透過其他組織的市場規模推計
- Marketdata的市場規模推計：2005-2014年
- 收益成績・推計
- 4家減肥企業的2010年上半期收益
- Weight Watchers
- Medifast
- eDiets
- NutriSystem
- 與"傳統型"減肥程序的競爭之影響
- 競爭的多數與收益性、等
- Marketdata的2014年展望與預測：12項主要動向
流量：流量的獲得與其手段
- 流量重要性與對減肥網站收益之影響
- Alexa.com流量排名
- 流量的購買
- 廣告動向：主要減肥企業的支出額
- Google AdSense廣告
- 廣告網路頂端的清單、等等
線上減肥的人口構成
減肥網站的價値評價
- 減肥網站價値評價的共通方程式
- 自定軟體等的價値
- 網站的收益流
- 減肥網站的價値評價基準清單
- 流量評價
- 宣傳廣告
- 各種評價模式
- 買家・賣家・經紀人等等
主要減肥網站
競爭網站介紹
參考書目
Abstract
This fascinating and groundbreaking new Marketdata study examines the crowded
$842 million weight loss websites market. Research for this study was based
on primary research involving an exhaustive analysis of the leading diet
website metrics, both public and privately owned companies. 6-year trend data
covering online dieter demographics and diet program preferences from
2005-2010 was analyzed - the BestDietForMe.com database proprietary to
Marketdata.
Literally thousands of diet websites exist, yet most don' t make any money or
profit. WeightWatchers.com and SparkPeople are the leaders, with the former
taking in $196 million last year via 1 million paid subscribers. A variety of
revenue generating models are used, but the trend seems to be toward free,
advertiser-supported sites, rather than paid subscriptions. More
review/information websites have appeared, taking their place among
product-oriented sites that actually sell a diet program or products.
The study covers: Status of the overall weight loss market,
nature/structure of the online dieting market, types of diet websites, revenue
models used, how sites obtain traffic (natural vs. purchased), rankings by
Alexa, Compete and Quantcast, ad networks, affiliate programs, Google AdSense,
online dieter demographics (sex, age, BMI, diet budget, preferred
program location, preferred food, previous plans used, etc.), market size
(2005-2009, 2010 & 2014 forecasts). Effects of the recession and social
media. Also covers methods to value a diet website for sale/acquisition (with
a sample valuation) and management outlooks and opinions of market growth and
the competition. Rankings/tables for 27 top diet websites: year founded,
traffic rank, % from U.S., estimated revenues, sites linked to it, pay per
click monthly budget, no. of page views, bounce %, time spent per visitor, %
female traffic, whether site accepts ads or uses an affiliate program, has an
email newsletter, community support, e-commerce store, more. A wealth of
website data exists, if one knows where to look.
In-depth Competitor Profiles for (.com): 3fatchicks,
50millionpounds, Annecollins, Atkins, BestDietForMe, BiggestLoserClub,
CalorieKing, CaloriesCount, ChaseFreedom, Dietwatch, Diet.com, DietsInReview,
DukeDiet, Dottie' s Weight Loss Zone, eDiets, FreeDieting, Hungry-Girl,
JillianMichaels, JennyCraig, Lindora, Medifast, MyAlli, NutriSystem,
RevolutionHealth, SparkPeople, TheBestLife, WebMd weight loss clinic,
WeightWatchers.
Table of Contents
Introduction: Report Scope & Methodology
Executive Overview of Major Findings
- Highlights of ALL chapters: Current trends in the overall weight loss
market, Nature and structure of the market, types of weight loss websites,
market size & growth: 2005-2014 F, the top diet websites by traffic and/or
revenues, demographics & preferences of online dieters, market trends.
Status of the Overall U.S. Weight Loss Market
- 2009 performance, by segment of the market, major developments
- Effects of the recession
- 2010 forecasts and trends list/discussion
- 2010 vs. 2009 3rd Quarter performance of the public weight loss companies
(Weight Watchers, NutriSystem, Medifast, eDiets.com)
Table:
- $ Size of the U.S. weight loss market: 2006-2009, by market Segment
Nature of The Online Dieting Market
- Status report and summary
- Market Structure: Description of the different types of diet websites:
portals, products sales sites, diet review/information websites, healthcare
websites
- Qualities of a good website, features
- 1st, 2nd, 3rd generation diet websites
- Different revenue models: paid subscribers vs. ad supported
- Free & Low-cost diet websites are stealing market share...
- The importance of content
- Technology issues: buying traffic vs. natural search traffic
- Is online dieting effective?: studies and research
- Qualities of a great diet website.
Market Size & Growth
- How many weight loss websites are there?
- Estimates of market size by other organizations
- Marketdata estimates of market size for 2005-2014
- Discussion of actual or estimated revenues of: eDiets.com, NutriSystem,
Weight Watchers.com, Medifast, Sparkpeople, The Biggest Loser Club, Jillian
Michaels.com, Lindora Online - rationale for estimates based on number of paid
subscribers, based on traffic, published articles, etc.
- First 6 months 2010 revenues of 4 public diet companies (Weight Watchers,
Medifast, eDiets, NutriSystem)
- Effect of competing “brick & mortar” weight loss programs
- Lots of competition, little money - why so few diet websites make money
- Revenue estimate formulas: Google AdSense, CPM rate they typically pay and
why it varies from website to website
- Marketdata 2014 Outlook and forecast: 12 Major trends and developments
predicted for weight loss websites for 2010 and beyond.
Table
- Major Weight Loss Website Revenue Estimates for 2009 (for: 3fatchicks.com,
50millionpounds.com, AnneCollins.com, Atkins.com, BiggestLoserClub.com,
CalorieKing.com, Caloriescount.com, ChaseFreedom.com, Dietwatch.com, Diet.com,
DietsInReview.com, DukeDiet.com, Dwlz.com-Dottie' s Weight Loss Zone,
eDiets.com, FreeDieting.com, Hungry-girl.com, JillianMichaels.com, Jenny
Craig.com, Lindora.com, Medifast1.com (Medifast), MyAlli.com (Glaxo),
NutriSystem.com, RevolutionHealth.com, Sparkpeople.com, TheBestLife.com-Bob
Green, WeightWatchers.com)
Traffic: Who Gets The Most and How
- The importance of traffic and how it affects a diet website' s revenue
- Alexa.com traffic rankings - discussion and relevance
- Purchased traffic: Google AdWords ads, list of the major ad networks from
which to buy traffic
- Generating income to cover costs and make a profit: free vs. paid
subscribers, the use of affiliate programs (how much $ they produce, in-house
vs. 3rd party systems, how affiliate programs can hurt a website)
- Advertising trends: amount spent by the top diet companies
- oogle AdSense ads - why they can' t be beat
- Ad networks: buying traffic cheap and selling it higher: does the model
work today?
- List of the top ad networks
Table:
- Alexa traffic rank of the major diet websites (3-month avg. as of April,
July, Oct. 2010)
Online Dieters Demographics: Who Are They and What Do They Want?
- Analysis & discussion of what weight loss information consumers look for -
2005-2010 data, yearly averages, based on BestDietForMe.com database of
quarterly surveys:
Tables:
- Percentage of online dieters (2005, 2006, 2007, 2008, 2009, 2010 Q1-Q3) by:
- gender
- Interest in diet program special offers
- age
- BMI
- starting weight
- food sensitivities
- Weight Loss Surgery Interest
- diet budget
- Interest in Home Delivery of Diet Food
- type of exercise program preferred
- preferred program location/types
- counseling format preferred
- type food plan desired
- previous diet plans used
- psychological support needs.
For each metric above, discussion/analysis of recent and 6-year trends and
findings and effect of the recession. Peak percentages. Seasonal differences.
Valuing A Diet Website for Sale/Acquisition
- Discussion of common formulas for valuing a diet website by traffic, net
profits, revenue streams (paid advertising, affiliate programs, email
marketing lists/email capture, research), longevity, page rank, intangibles,
value of domain name, trademarks - subjective vs. quantifiable factors.
- The value of assets such as custom software
- How does a website make money? - revenue streams
- List of criteria to value a diet website
- Valuing traffic
- Advertising
- Valuation models used: based on net profits earned, multiples of, based on
website potential - is it scalable?
- Buyers, sellers, brokers: the players in a valuation
Table:
- Sample website valuation based on income/expenses/assets
Competitor Profiles: The Major Diet websites
- Summary: Advertiser-friendly and partner-friendly diet websites: discussion
- In-depth descriptions of each website and its features, weight loss
program, discussion of their revenue models and strategies, headquarters
address, Alexa.com description.
Tables:
- Major Weight Loss Website General Statistics (year created, Alexa rank, #
sites linking in, % traffic from United States)
- Major Diet Websites' Monthly Total Visits: Ranked - Nov. 2010 (Experian
Hitwise)
- Major Diet Websites' Monthly Unique Visitors: January vs. October, % spike
in January (prime diet month)
- Website General Site Statistics (pay per click monthly $ budget, #
pageviews, bounce %, avg. minutes spent on the site)
- Website General Site Statistics (% female traffic, accepts ads?, has
affiliate program? Has marketing partners?)
- Website General Site Statistics (has email newsletter?, has
community/support features?, has an e-commerce store?)
Competitor Profiles For:
- 3fatchicks.com
- 50millionpounds.com
- AnneCollins.com
- Atkins.com
- BestDietForMe.com
- BiggestLoserClub.com
- CalorieKing.com
- Caloriescount.com
- ChaseFreedom.com
- Dietwatch.com
- Diet.com
- DietsInReview.com
- DukeDiet.com
- Dwlz.com (Dottie' s Weight Loss Zone)
- eDiets.com (includes 2009-2010 financials, outlook, comments via
conference calls with analysts, historical sales, by type)
- FreeDieting.com
- Hungry-girl.com
- JillianMichaels.com
- Jenny Craig.com (includes financials, outlook, comments via conference
calls with analysts, historical sales, by type)
- Lindora.com
- Medifast1.com (Medifast - Iincludes 2009-2010 financials, outlook,
comments via conference calls with analysts, historical sales, by type)
- MyAlli.com (Glaxo)
- NutriSystem.com (includes 2009-2010 financials, outlook, comments via
conference calls with analysts, historical sales, by type)
- RevolutionHealth.com
- Sparkpeople.com
- TheBestLife.com (Bob Green)
- WebMd.com (Weight Loss Clinic)
- WeightWatchers.com (includes 2009-2010 financials, outlook, comments via
conference calls with analysts, historical sales, by type)
- Other, Free Weight Loss Websites
- Vitabot.com
- Reallivingnutrition.com
- Nutrihand.com
- Nutriinfo.com
- CSMNonline.com
Reference Directory of Weight Loss Market Information Sources
Name/address list of weight loss consultants, trade groups, magazines and Journals, research companies.
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