The State of the Brain Fitness Software Market 2009

– Published May 4th, 2009

Report Summary

This 150-page report tracks developments at over 20 public and private companies offering tools to assess and train brain functions and provides important industry data, insights and analysis to help investors, executives, entrepreneurs, and policy makers navigate the opportunities and risks of this rapidly growing market. The report discusses the implications of cognitive science on healthy aging, education, peak performance, and a number of disorders such as attention deficits, dyslexia, stroke and traumatic brain injury, schizophrenia, mild cognitive impairment, and Alzheimer’s disease. The report also provides information and frameworks to help institutional buyers make informed partnering and purchase decisions.

The report includes:

- Survey: The complete results of an exclusive January 2009 market survey with 2,000+ respondents (in Chapter 2)
- Vendor analysis: A proprietary Market & Research Momentum Matrix to categorize 21 key vendors into four categories (in Chapter 3)
- Research analysis: 10 Research Executive Briefs written by leading scientists at prominent research labs to provide a unique window into the emerging research and its implications for education and healthcare (in Chapter 4)

Ordering the report brings two additional benefits (details follow once report is ordered):
- Executive Webinar on September 29th, 2009: A discussion of the main report findings and recent updates, to be held September 29th, 9-10.30am Pacific Time
- SharpBrains Network for Brain Fitness Innovation: A virtual “learning lab” and networking tool for leaders in the brain fitness and cognitive health field

• Report Highlights
• Infographic: Overview
• Table of Contents
• List of Figures
• Companies Included

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Top 10 Highlights from the Report:

1) Growth market: Consumers, seniors’ communities and insurance providers drove year on year sustained growth, from $225m in 2007 to $265m in 2008. Revenues may reach between $1 billion to $5 billion by 2015, depending on how important problems (Public Awareness, Navigating Claims, Research, Health Culture, Lack of Assessment) are addressed.

2) Increased interest and confusion: 61% of respondents Strongly Agree with the statement “Addressing cognitive and brain health should be a healthcare priority.” But, 65% Agree/Strongly Agree “I don’t really know what to expect from products making brain claims.”

3) Investment in R&D seeds future growth: Landmark investments by insurance providers and government-funded research institutes testing new brain fitness applications planted new seeds for future growth.

4) Becoming standard in residential facilities: Over 700 residential facilities – mostly Independent and Assisted Living facilities and CCRCs – have installed computerized cognitive training programs.

5) Customer satisfaction: Consumers seem more satisfied with computer-based products than paper-based options. But, satisfaction differs by product. When asked “I got real value for my money”, results were as follows: Lumosity.com (65% Agree), Puzzle Books (60%), Posit Science (52%), Nintendo (51%) agreed. Posit Science (53% Agree) and Lumosity.com (51%) do better than Puzzle Books (39%) and Nintendo (38%) at “I have seen the results I wanted.”

6) Assessments: Increasing adoption of computer-based cognitive assessments to baseline and track cognitive functions over time in military, sports, and clinical contexts. The Alzheimer’s Foundation of America now advocates for widespread cognitive screenings after 65-75.

7) Specific computerized cognitive training and videogames have been shown to improve brain functions, but the key questions are, “Which ones”, and “Who needs what when?”

8 ) Aggressive marketing claims are creating confusion and skepticism, resulting in a distracting controversy between two misleading extremes: (a) “buying product XYZ can rejuvenate your brain Y years” or (b) “those products don’t work; just do one more crossword puzzle.” The upcoming book The SharpBrains Guide to Brain Fitness aims to help consumers navigate these claims.

9) Developers can be classified into four groups, based on our Market and Research Momentum analysis: we find 4 Leaders, 8 High Potentials, 3 Crosswords 2.0, and 6 Wait & See companies.

10) Increased differentiation: Leading companies are better defining their value proposition and distribution channels to reach specific segments such as retirement communities, schools, or healthcare providers.

Leading researchers at top universities prepared 10 Research Executive Briefs:
- Dr. Joshua Steinerman (Einstein-Montefiore): Neuroprotection via cognitive activities
- Dr. Jerri Edwards (South Florida): Cognitive aging and driving
- Dr. Susanne Jaeggi and Dr. Martin Buschkuehl (Bern, Michigan): Working memory training and fluid intelligence
- Dr. Torkel Klingberg (Karolinska): Working memory training, dopamine, and math
- Dr. Liz Zelinski (UC Davis): Auditory processing training
- Dr. David Vance (UAB): Speed-of-processing training
- Dr. Jerri Edwards (South Florida): Cognitive training for healthy aging and driving
- Dr. Daphne Bavelier & Dr. Shawn Green (Rochester): Action videogames and attentional skills
- Dr. Arthur Kramer (Illinois): Strategy videogames and executive functions
- Dr. Yaakov Stern (Columbia): The cognitive reserve and neuroimaging
- Dr. David Rabiner (Duke): Objective assessments for ADHD