Billy Blanks’ Boot Camp bigger than the iPhone

In an attempt to jump onto two bandwagons at once, I couldn’t resist that headline to go with recent research from Yahoo! Japan Value Insight (ex-INFOPlant) on weight loss diets. The results presented below are just the highlights of the full report consisting of twenty-one questions, ten on diets in general, eleven on Billy’ Boot Camp in particular.

Demographics

Over the 27th and 28th of July 2007 400 members of Value Insight’s online questionnaire panel successfully completed a private questionnaire. The sample was exactly 50:50 male and female, and 25.0% in their twenties, 25.0% in their thirties, 25.0% in their forties, and 25.0% in their fifties.

The title of this article comes from comparing the awareness figures for this survey versus the awareness of another big thing in Japan, the iPhone. About seven or eight in ten have heard of the iPhone, whereas 85% have heard of Billy Blanks’ diet; indeed in the key female dieting age range from 20 to 49 over 99% of the women have at least heard his name!

Research results

Q1: Do you know of “Billy’s Boot Camp”? (Sample size=400)

	All	Male N=200	Female N=200
Have done, or am doing the program (to SQs)	15%	16%	14%
Not done it, but know what it is	70%	63%	78%
Don’t know what it is, but heard the name	9%	13%	6%
Don’t know it at all	6%	9%	3%

Q1SQ1: Did you lose weight or have other diet benefit from Billy’s Boot Camp? (Sample size=60)

Had benefit	12%
Had some benefit	37%
Can’t say either way	30%
Didn’t have much benefit	13%
Had no benefit at all	8%

Q1SQ2: Do you want to contiune doing Billy’s Boot Camp in the future? (Sample size=60)

Want to continue	55%
Can’t say either way	25%
Don’t want to continue	20%

Q2A: In the last two or three years or so, how satisfied have you been with food intake limiting diets? (Sample size=157, those on food limiting diets in the last three years)

Satisfied	10%
A little satisfied	31%
Can’t say either way	25%
A little dissatisfied	25%
Dissatisfied	10%

Q2B: In the last two or three years or so, how satisfied have you been with diet food-based diets? (Sample size=63, those on diet food-based diets in the last three years)

Satisfied	5%
A little satisfied	14%
Can’t say either way	22%
A little dissatisfied	38%
Dissatisfied	21%

Q2C: In the last two or three years or so, how satisfied have you been with gym, school, or lesson-based diets? (Sample size=53, those on gym, school, or lesson-based diets in the last three years)

Satisfied	11%
A little satisfied	40%
Can’t say either way	17%
A little dissatisfied	28%
Dissatisfied	4%

Q2D: In the last two or three years or so, how satisfied have you been with exercise-based diets that can be done at home, in parks, etc? (Sample size=108, those on exercise-based diets that can be done at home, in parks, etc in the last three years)

Satisfied	8%
A little satisfied	46%
Can’t say either way	21%
A little dissatisfied	18%
Dissatisfied	6%

Q3: For diets you may do in the future, what points are important? (Sample size=400, free and multiple answer)

Rank	Point	Percentage
1	Effectiveness	48%
2	Can do whenever I want	45%
3	Doesn’t cost money	38%
4	Can enjoy doing it	29%
5	Can do by myself	27%
6	Can be effective in a short time	24%
7	Is based around body movement	19%
8	Can do it slowly over a long time period	14%
9	Few compulsory elements	13%
10	Can do it anywhere	12%