 Hey there, Chad Bond, you're here for High University Libraries. I have several hundred business students who are researching the fitness center industry in the United States. What they'll want to do is make sure they collect demographic information for their consumers with data that looks just like this. In order to get that data, you need to use a database called MediaMark Reporter, and this video is going to show you how to do it. What you'll learn in this video can also be applied to most other consumer markets in the U.S. as well, so it should be transferable. Your skills should apply with further research down the road, so here you go. So when you first get to MediaMark, what you want to do if you've never done this before is register for free and create an account with them with your Ohio email address, okay? I've already done so, so I've already got that confirmation email, I'm already signed up so I'm going to log in here. Do not try to log in with your college or Ohio University ID here before creating an account here. Like I'm just using my Ohio email address, and this really isn't even my Ohio password, it's just a password I made to go along with this database. Okay, so I'm going to log in here, and it's going to take me to a page that looks like this. Ignore everything on the page and go directly to MediaMark Reporter right here in the top right-hand corner. That will take you to a page where you agree you're using this for academic purposes only, so we will accept the terms and conditions here. And it takes us to this page, which admittedly looks a little bit goofy. So what you want to do to get started, there's no search box here until you click on the product and after you do that, that's when your search box actually shows up, okay? Now you could go in here and search for a topic, you could go here and search for late yoga or running or jogging or weightlifting or whatever, but I happen to know that the physical fitness activities are actually in a leisure and sports section, so I'm just going to click there and go straight there to browse. So this will take us to everything that has to do with leisure and sports that MediaMark has information on. So if we scroll down, we can see all kinds of stuff on movies. Here we go, physical fitness, right? So do you belong to a gym, right? So this will give us demographic information for people who actually belong to ballet total fitness, okay? I'm going to go down and say if you exercise at a club in the last 12 months, two plus times a week, right? So this gives you information here and the way you read this is this number here is going to stay the same whether you're looking at who goes to a club to work out versus who eats salad dressing, it's going to be the same number, okay? So what we're really looking at here is a projected number who have done this activity, okay? So the way you read this is, for example, let's look at men. This basically says of those who, of all the men in the US, 112 million of them, 13 million of them are projected to have exercised two plus times a week at a gym or at a club in the last 12 months, which is 12.3% of the total male population, okay? And this is actually 49.5% of the total number who have worked out at a gym, whereas women make up 50.5% of the people who are projected to have worked out two plus times a week in the last 12 months. So as you scroll down, you see there's a lot more demographic information for these people and you can actually download this to Excel just by clicking on add to your reports here, okay? If we scroll down some more, we see there might be some other activities. So, for example, sports, how often engaged in. So here we have people who do aerobics, right? If we scroll down some more, we would see people who do bicycling, boating. Let's see, fishing, football, frisbee, golf, hiking, hunting, here's jogging, right? So you kind of see we get different information that way. Let's go, there's martial arts, there's Pilates. So lots of stuff in here for your, and as you click on that, your demographic information is going to change here. Okay, so here we have, do we have yoga? Let's see if we do. Way down at the bottom, we'll probably be there. Yeah, yoga. Once a month, right? So what you can do is you can actually click add your reports and close that. And then if you want to, you can actually go in and say, let's go back up and do our Pilates once a week, add to my reports. And let's go back up and do martial arts, add to your reports. Okay, and let's go and do, it's probably good enough to start with there. So what you can do is go to your view report list. And I've actually already done a couple things before. Let's see, so we have sports, jogging. I've got Nike Athletics shoes. I'm going to remove that. And we will update there. Now what you can actually do is if you want to, you can create a spreadsheet with all this information in one big spreadsheet. So it's a really cool way to really understand the overall market. So basically what this will look like, I'll go and create this to kind of give you an idea of what it looks like here. So once you've created your spreadsheet out of that, basically what it looks like is basically you have all your demographic variables over in the left hand side. And as you scroll across, you can see that's where it gives you your various information there. Okay, so a good way to kind of seeing how things might compare. Okay, so you might be able to say, well, do people who jog a lot, do they have the same demographic characteristics as those who maybe do yoga quite a bit or that sort of thing. So you might be able to see some commonalities there across the data points by comparing them that way. Now this data is for national trends. So if you wanted to adapt this down to the local level, what you want to do is use this kind of information and understand your local market. How many people in your local market, for example, Indianapolis, Indiana as an example, are in the age category of 25 to 34, or in the age category of 55 to 64, or what's their household income level in that market. Okay, so you can say, let's take these national trends and apply it to the local level by understanding our local market demographics. And what you could do is you could use actually a census website to get that kind of information. And I would suggest just googling census quick facts. Unfortunately, due to the current government shutdown, the census website is not working, but you can get census information in databases such as SimplyMap and things like that. But this would be that once it's back up and running, assuming the government comes comes together with a budget pretty soon, this is a great place to get quick demographic information for your local market. For example, household income, race, age, educational level, things like that. Hopefully this video helped you better understand how to use the database and how to better understand the fitness center market. Should you need more help, look for the contact link on the business blog. I'll be glad to help anyway. I can't take care and have a great day.