Seattle, WA- June 1, 2009- A comprehensive consumer survey conducted on behalf of CogniFit®, Ltd., a leading developer of brain fitness software, reveals differing attitudes, awareness and concerns about cognitive decline among middle-aged adults in the US. The survey, which polled a statistically significant group of more than 2,000 adults, shows that US women are more likely than US men to be concerned and take action to prevent cognitive decline as they age. The survey also suggests that those people who are physically active tend to have greater awareness about brain fitness and are more inclined to do something about it.

Cognitive decline can have a profound impact on the quality of life as people age. According to recent research, some mental abilities actually begin to decline before age 30. Contrary to past assumptions about the brain, it's now known that cognitive decline can be slowed or even reversed with focused mental effort. The brain’s ability to improve its function is known as “brain plasticity,” and this has prompted the creation of several new brain fitness products and services. An industry research firm, SharpBrains, estimates that consumers, senior centers and insurance providers spent $265 million on brain–improvement products in 2008, and the market is expected to grow to between $1 billion and $5 billion by 2015.

According to the CogniFit survey, two of six psychographic groups are most willing to address age-related cognitive decline proactively. These two groups, which account for 17 million US adults, are proficient Internet users and those who participate in physical fitness activities to stave off the effects of aging. These groups are more inclined to include brain fitness exercises to their fitness regimen. The CogniFit study showed these groups included more women than men.

"During our survey, we were struck by how many people's awareness and concern about cognitive decline issues was influenced by their personal experience and goals," said Amichai Bar-Nir, CEO of CogniFit." Almost one in four surveyed indicated they had a close friend or relative whose well-being was compromised by cognitive decline. Three in four wanted to carry their current cognitive health forward as they aged."

While men are less aware of brain fitness and less likely to actively seek out solutions to cognitive decline, they are as much in need of brain fitness training as women. “With Fathers’ Day approaching, families should encourage fathers to engage in a brain fitness program like the innovative one that CogniFit Personal Coach has to offer,” said Derrick Chasan, CogniFit VP of Marketing for North America. “Based on CogniFit’s research, we know that brain fitness programs are an effective and essential asset to maintaining a healthy and active life. CogniFit designs brain fitness software to be challenging and engaging to help keep your Dad healthy as he ages.”

CogniFit recently introduced CogniFit Personal Coach™, an online brain-fitness training program that is highly personalized to the needs of each individual. CogniFit Personal Coach performs an initial baseline assessment of a user's cognitive skills that is then used to personalize the training program. The program also uses its patented ‘Individualized Training System’™, which adjusts the training exercise in real time to ensure that it remains both challenging and engaging. In addition, CogniFit Personal Coach includes a goal-setting function and comprehensive feedback to keep the user informed about their progress. CogniFit Personal Coach is available online at www.cognifit.com.

While the survey found that there is general awareness relating to cognitive decline, it showed that most people were unaware of brain fitness training and products. "Several years ago, most people expected that everyday physical activities would be sufficient to maintain physical fitness," explained Chasan. "Just as people know that regular physical exercise is an important contributor to health, we now expect growing awareness and acceptance of brain-fitness training to ensure sustained mental sharpness."

About CogniFit

CogniFit brain fitness programs provide an initial baseline assessment of the cognitive abilities that are most affected by aging, before creating personalized training programs. No two training programs are the same. Based on more than 30 years of neuro-scientific research, CogniFit's scientifically validated, patented brain fitness programs are personalized to each user's skills and needs to help enhance their cognitive performance and health.

Shlomo Breznitz, PhD, founded CogniFit in 1999 with the goal of using the latest cognitive research to help people of all ages maintain and improve their quality of life through brain fitness assessment and training. Dr. Breznitz has had a long and distinguished academic career and has been at the forefront of cognitive training using a personal computer. CogniFit offers training programs for a wide range of cognitive skills needed for everyday functioning, as well as cognitive skills needed for specific activities such as driving.

The company also offers its training through selected partners including Aging with Grace, Catalyst Partners and Young Drivers of Canada. To learn more about CogniFit, visit the website at www.cognifit.com. Organizations who are interested in representing CogniFit’s products will find information at http://www.cognifit.com/partners/partnerprogram.

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Jody Peake, OnPR, o: (503) 802-4400, m: (503) 997-3907, jodyp@onpr.com