Psychographics - People Who Buy Sleep Aids


To understand some psychographics of people who are between the ages of 30-50, have a high household income, have trouble sleeping, and purchase sleep aids like drugs, melatonin, and Chinese medicines. To understand what motivates them, what they've tried, and how they feel about sleep.

Early Findings

  • Almost one in four Dutch adults have problems sleeping, according to the national statistics agency CBS. The figures come from the CBS’ annual health survey, which asked if participants had trouble falling asleep or had woken up early in the previous two weeks. In 2018 24% of people taking part in the survey said they had sleeping problems, up three percentage points on the 2017 total.
  • People with lower incomes more often affected. "In the highest quintile (20 percent) of households in the income distribution, 16 percent reported sleeping problems. This percentage is nearly twice as low as among the lowest income quintile."
  • About 30 percent of Americans have trouble sleeping. In a new study in the journal Sleep Medicine Reviews, taking a warm bath or shower one to two hours before heading to bed can help people get better rest, faster. But the researchers say timing is key. "A rejuvenating dunk too early or too close to bedtime won’t help."
  • Clinical sleep disorders such as insomnia or apnea affect as many as 70 million Americans, and 60 percent of the country’s adults report experiencing sleep problems every or most nights.
  • Many people need to have the cooling of their core body temperature to help initiate sleep and many people who have hard-and-fast rules about sticking their foot out of their covers or wearing socks to bed are trying to regulate their entire body’s temperature. The same is true for people who want a fan nearby, which has the added benefit of helping drown out intrusive noise, another enemy of sleep, even if you don’t wake fully in the night to notice them happening.
  • Scientists still know relatively little about why people need to sleep in the first place, but the ability to do it regularly determines so much about the quality of a human’s life.
  • According to the Sleep Health Foundation of Australia, around one out of three people have problems with some form of insomnia.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

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