ICOM Adds Yoga, Pilates Enthusiasts to Database

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ICOM Information & Communications Inc., a Toronto-based direct-to-consumer and database marketing solutions provider, said last week that its TargetSource consumer database now has 240,000 self-reported names of yoga and Pilates enthusiasts, including 34,000 with e-mail addresses.


TargetSource is a database of self-reported consumer responder information featuring more than 1,500 lifestyle, demographic, behavior and interest selections for precision targeting. The data are taken from a survey, The Shoppers Voice, which ICOM mails to 60 million households yearly. The survey generates an 18 percent response rate.


ICOM added a question to its spring 2003 survey asking whether the recipient was a yoga or Pilates enthusiast. ICOM said it added the question because several publication clients specific to yoga and Pilates wanted to find people who had these interests.


"We then found that quite a few other clients are interested in this information as well," said Sheri Paul, ICOM's director of new product development. Along with being targets for offers for yoga and Pilates accessories, clothing and equipment, these consumers are likely to be interested in offers for health club memberships; spa weekends and vacations; nutrition and diet magazines, books and products; self-improvement; and seminars.


ICOM said its list continues to grow with the explosion in popularity of yoga and Pilates. Recent estimates find there are more than 15 million yoga enthusiasts in the United States, a number that's tripled since 1994. Also booming is Pilates, another low-impact exercise that builds strength, increases flexibility and tones muscle.


"We recently added 93,000 new names to the yoga and Pilates count," Paul said.


Ninety-one percent of ICOM's yoga and Pilates file are women.


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