Men and Women by the Numbers: LIVESTRONG.COM Evolves its Experience & Surfaces New Findings by Gender

SANTA MONICA, Calif. Sept. 27, 2011 – LIVESTRONG.COM, a Demand Media® (NYSE: DMD) property and a leading fitness, nutrition and health resource for consumers, today announced the re-launch of its enriched site with new branding that enhances the LIVESTRONG.COM experience with a fresh look tailored to meet the needs and tastes of both men and women.  Men and women may share similar health goals such as quitting smoking or toning muscle, but how these things are accomplished can vary given the genetic differences between X and Y chromosomes. With insights gleaned from both its recent member survey and long-term site usage patterns, LIVESTRONG.COM has created customized, gender-specific consumer experiences around fitness, health and nutrition.

“By paying attention to signals and insights given to us from our male and female community members, it’s clear to us that those audiences have different health, fitness and nutrition needs and interests,” said Adam Bornstein, editorial director, LIVESTRONG.COM.

LIVESTRONG.COM’s introduction of gender-specific experience, complete with personalized tools and content, is designed to help everyone reach their individual goals; such as increasing fore-arm size, shaping up post-pregnancy, boot camp exercises designed for men or women seeking information on beginning a new cardio exercise program.

Benefit to Advertisers

LIVESTRONG.COM is the ideal partner for advertisers who want to reach a highly engaged, passionate, and intent-driven health, nutrition and fitness audience. According to a recent survey of 2,452 active LIVESTRONG.COM members, more than 98 percent of members have recommended or would recommend LIVESTRONG.COM to a friend or family member.  By allowing advertisers to pin-point their ads and messaging to women and men through its new gender-specific experience, LIVESTRONG.COM will help advertisers reach a more targeted audience efficiently and accurately.

Pound-for-Pound: LIVESTRONG.COM Men and Women by the Numbers:

Average Age groups of LIVESTRONG.COM Members:

Members Overall: 25-34

Men:  35-44

Women:  25-34

Total weight loss

Number of lbs lost (men): 9,365,785 pounds lost*

Number of lbs lost (women): 12,395,562 pounds lost*

Total Calories Burned

Men: 12,771,956 calories

Female: 10,774,079 calories

Total Calorie Intake

Male: 14,296,249,507 calories

Female: 13,892,836,953 calories

Most Popular Exercises Tracked by Men

• Walking
• Weight Lifting
• Elliptical

Most Popular Exercises Tracked by Women

• Walking
• Elliptical
• Weight Lifting

LIVESTRONG.COM achievedd over 22 million visits in August 2011 making it  the number one most visited health site on the Web (Source: Comscore MediaMetrix, August 2011). Since launching in June of 2008, LIVESTRONG.COM has rapidly grown to four million registered members and hosts one of the most loyal, engaged communities online. A recent user survey uncovered that more than 59 percent of LIVESTRONG.COM members return to the site more than once a week. Since the site’s inception in June 2008, LIVESTRONG.COM members have tracked over 28 Billion calories on the website and its suite of mobile applications  resulting in a loss of more than 21 million pounds -  equivalent to the weight of  more than 20 Boeing 747s!

Additional LIVESTRONG.COM Stats and Facts (August 2011)

• More than 59% of members return more than once a week (user survey)
• More than 33% of members return more than once a day (user survey)
• Total calories tracked on LIVESTRONG.COM: 28,212,632,495 (since June 2008)
• Members have consumed more than 91,576,737 glasses of water (since June 2008)

All new elements point to the Promise LIVESTRONG.COM is making to its members to empower and inspire its growing community of more than four million members to maximize their limitless potential and live better, healthier lives.

About LIVESTRONG.COM

LIVESTRONG.COM inspires and empowers people to achieve their daily goals around living healthy. The site connects visitors with useful tools, trustworthy information and a passionate, engaged community of likeminded people, who are willing to share their experiences. For additional information about LIVESTRONG.COM, please visit:  www.LIVESTRONG.COM

About Demand Media
Demand Media, Inc. (NYSE: DMD) is a leading content and social media company. Through brands like eHow, LIVESTRONG.COM, Cracked and typeF, Demand Media informs and entertains one of the Internet’s largest audiences, helps advertisers find innovative ways to engage with their customers and enables publishers to expand their online presence. Headquartered in Santa Monica, CA, Demand Media has offices in Kirkland, WA; Austin, TX; Chicago, IL; New York, NY; London, UK; and Buenos Aires, AR. For more information about Demand Media, visit: www.demandmedia.com 

LIVESTRONG is a registered trademark of the Lance Armstrong Foundation. The Lance Armstrong Foundation is a registered 501(c)(3) under federal tax guidelines.  Demand Media, Inc. and Demand Media are trademarks and/or registered trademarks of Demand Media, Inc. in the United States and/or other countries.  All other trademarks may be trademarks of their respective owners.

© 2011 Demand Media, Inc. All rights reserved.