fitness apps users habits around the world

34
FITNESS APPS USERS’ HABITS AROUND THE WORLD NOVEMBER 2015

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Page 1: Fitness apps users habits around the world

FITNESS APPS USERS’

HABITS AROUND THE WORLDNOVEMBER 2015

Page 2: Fitness apps users habits around the world

OBJECTIVES

METHODOLOGY

TIME OF THE DAY THEY RUN

PRODUCTS

CONTENTS

03

04

15

19

02

PROFILING

APP COMPARISSON

LEISURE

TV

08

13

23

25

PLACES

TOP PLATAFORM

27

29

MAIN FINDINGS31

Page 3: Fitness apps users habits around the world

The objective of this study is to discover the profile of the

users of fitness apps; what they talk about, their interests,

hobbies, and lifestyle according to the data they share on

Twitter.

OBJETIVES

As we are building these consumer profiles, we are also going to

be looking at patterns that these consumers might show that will

give us insights on how to reach them more efficiently using

marketing strategies .

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Page 4: Fitness apps users habits around the world

METHODOLOGY

Page 5: Fitness apps users habits around the world

Consumer-centered Monitoring is a new way to analyze social media

data where we build consumer profiles of users through their activities

and descriptions shared on Facebook and Twitter

We developed this new product based on questions that traditional social

media monitoring couldn’t answer due to the fact that this kind of

monitoring was always brand focused. In this new type of monitoring we

created, we focus on the consumer.

METHODOLOGY

1 billion bits of data 50 million users Segmentation and

cross-checkingDaily updates

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METHODOLOGY

01STEP

Selection of a certain

group of people on

Twitter that meets our

criteria.

We looked for 3000

random users that

tweeted about using

one of main fitness

mobile apps on the

market during the last

three months.

Using buzzmonitor we searched for these terms on twitter posted through the following apps

(terms in english, Spanish, and portuguese):

1) FitBit• (my AND fitbit AND fitstats) OR

• (meu AND fitbit AND fitstats) OR

• (mi AND fitbit AND fitstats)

2) Nike+ • (“I just ran" AND "nike+") OR

• ("acabei de correr" AND "nike+") OR

• (“acabo de correr” AND “nike+”)

3) Runtastic• ("just finished" AND runtastic AND app)

OR

• ("he terminado" AND runtastic AND app )

OR

• (“acabei” AND runtastic AND app)

4) Fitstar(fitstar AND session)

5) mapmyrun• ("iIran" AND mapmyrun) OR

• ("Corri" AND mapmyrun)

6) runkeeper• ("just completed" AND runkeeper) OR

• ("he completado" AND runkeeper) OR

• ("completei" AND runkeeper)

7) couchto5k• (completed AND change4life AND "couch to 5k

app")

8) Adidas miCoach• (completado AND "adidasmicoach") OR

• (completed AND “adidasmicoach) OR

• (record AND "adidasmicoach") OR

• (acabei AND "adidasmicoach")

9) myfinesspal• (burned AND myfitnesspal) OR

• (completed AND myfitnesspal)

10) strava• ("check out my run" AND strava) OR

• (“corrida” AND strava)

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METHODOLOGY

Buzzmonitor

collected the last 200

tweets of our 3,000

selected users. By

doing this we created

a database of 600,000

tweets for our study.

Using Buzzmonitors’

functions, we crossed

insights obtained

through their tweets

and twitter bios to

find out their habits

and interests.

By looking at this data

we were able to build

the profile of the

general fitness app

user.

02STEP

03STEP

04STEP

07

Page 8: Fitness apps users habits around the world

PROFILING

Page 9: Fitness apps users habits around the world

PROFILING

Most fitness apps users are men according to their name on Twitter. 71% of the users in our sample that had their gender detected by a name

dictionary were men while only 29% were women. Also, when we compared the relationship status that they shared on their profiles, we

found out that most of them are married. From a total of 258 users that mentioned their relationship status, 274 mentioned being husbands

or wives.

* Base 2,007 users whose

genders were detected by the

name dictionary

**993 users genders were not

detected by the name

dictionary

GENDER (unique users)

WOMEN

MEN

29% - 585

71% - 1422

MARRIED

SINGLE

247

11

*Base: 258 users that mentioned

their relationship status on their

Twitter Bios

Relationship status (unique users)

9% of the users mentioned their

relationship status on Twitter

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Page 10: Fitness apps users habits around the world

PROFILING

16% of the users mentioned being parents on Twitter. 10% of them mentioned being a dad, while 6% mentioned being mothers. We

also monitored the social networks they mentioned on their tweets. The social network that was mentioned by most users was YouTube.

The popular video platform was mentioned by 19% of our users. Facebook was the second most mentioned social media platform with 16%

of the users mentioning it, with Instagram coming in third place with 8% of the users mentioning it on their tweets.

Family

WOMEN

6% - 585

MARRIED

10% - 291

* Users that mentioned being mothers or

fathers on their bios or tweets.

**Preferred social

networks by users.

*** Base 3,000 users

Social Networks

117 (4%) 242 (8%) 100 (3%) 484 (16%) 576 (19%) 178 (6%)

YOUTUBE: FACEBOOK: WHATSAPP: INSTAGRAM: SNAPCHAT: PERISCOPE:

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PROFILING

Looking at the users Twitter bios we found that most of them mentioned being coaches or instructors. 70 users mentioned this occupation

on their short biography on their profile. We also searched their tweets to find out which sport they mention the most on this platform.

American football was the sport that had the most users mentioning it. 19% of the 3000 users in our study mentioned this sport on their

tweets at least once. Soccer came in second place, and was mentioned by 13% of the users.

Occupation

(Unique users on twitter bio)

PROFESSOR /

TEACHER2% - 51

COACH

STUDENT

2% - 70

2% - 49

PHOTOGRAPHER

1% - 47

BUSINESS

/ENTREPRENEUR

ENGINEER

1% - 42

1% - 41

Sports mentioned

(unique users that mentlaned the sport on their tweets)

85

96

137

160

180

385

548

Tennis

Hockey

Basketball

Boxing-Martial Arts

Baseball

Soccer

Football

* Occupations mentioned on Twitter bios by fitness apps users ** Base 3,000 users 11

Page 12: Fitness apps users habits around the world

PROFILING

Looking the cities and states of origin of our profiles, we noticed that London was the city with the most users with 3%. On the other hand

the country that had the most cities and states appear in our Top locations graphic was the United States. New York, L.A.,

Pennsylvannia, Chicago, Texas, Atlanta, Ohio, Florida, Michigan, and California all appeared in our graphic featuring the locations with the

most users. This tells us that most fitness apps users are from the U.S.A. Adding up all of these cities, we know that at least 9.5% of the

users were from the United States.

82

54

3729

22 20 20 20 18 17 15 15 14 13 13

Lon…

New…

Sao…

Los…

Tor…

Pen…

Chic…

Texas

Atla…

Ohio

Flori…

Mic…

Jaka…

Calif…

Bog…

*918 users did not mention their location

* Base 3,000 users

City/State

MOST FITNESS APPS USERS

WERE FROM LONDON, ENGLAND

(3%)

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APP COMPARISON

Page 14: Fitness apps users habits around the world

49493

26559

61893011 2744 623 357 165 145 40

0.2% 0.2%

APP COMPARISON

The app that had the the most users during October 2015 was the Nike+ app. It completely dominated the other apps being used by 56%

of the fitness apps users during this month as we can see in our graphic:

56%

30%

7% 3% 2% 1% 0.5% 0.1%

*Total: 88,619 users during the month of October 2015

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TIME OF THE DAY THEY RUN

Page 16: Fitness apps users habits around the world

APP COMPARISON

Because app that had the generated the most tweets during October 2015 was the Nike+ app, we decided to monitor the time of the day

where most of the tweets mentioning a workout run were automatically posted on Twitter, from the two cities in the world with the highest

volume of tweets: New York and London

502 users tweeted

from London 1,031 users tweeted

from New York

A total of 49,493 users tweeted

using the Nike+ app during the

month of October

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Page 17: Fitness apps users habits around the world

TIME OF DAY THEY RUN

NEW YORK: Most tweets were posted at 10:00 am. 226 tweets from people using the app were posted around this time in the morning. The

second hour of the day that generated the most tweets was 6:00 pm. 213 tweets were made by users in New York who were working out

around this time of the day.

Time of the day by amount of tweets

posted using the nike+ app

*TIMEZONE: Eastern Time (GMT -5)

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Page 18: Fitness apps users habits around the world

TIME OF DAY THEY RUN

LONDON: In London, both times of the day with the highest volume of posts were during the afternoon. Most of the tweets from users who

were working out were posted during 5:00pm and 6:00pm.

Time of the day by amount of tweets

posted using the nike+ app

*TIMEZONE: Western Europe Time (GMT)

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PRODUCTS

Page 20: Fitness apps users habits around the world

PRODUCTS

Most of these users mention food on their tweets. 35% of them mentioned food at least once in their timelines. This was closely followed by

phones mentioned by 30% of the users. From this, we can say that most users are looking to buy a phone or accessories for them. They

also tweet about activities they’re doing through their phones.

What products do they mention on their tweets?

PHONE

30% - 891

FOOD

BOOKS

35% - 1044

24% - 731

SHOES

13% - 396

CLOTHES

TICKETS

10% - 304

10% - 302

CAMERA

8% - 253

COMPUTER AND

LAPTOPS

TABLET

9% - 266

8% - 242

*Unique users20

Page 21: Fitness apps users habits around the world

PRODUCTS

Cheese and dairy were the food terms mentioned the most by fitness app users. 16% of them mentioned them at least once on their

timelines. They mainly mentioned recipes and plates they enjoyed that had cheese or butter as ingredients. Cake was also something else that

moved the users taste buds. 15% of them mentioned this desert on their tweets.

What kinds food do they mention?

CAKE

15% -449

CHEESE/DAIRY

PIZZA

16% - 483

13% - 389

FRUITS AND

VEGGIES

11% - 346

CHOCOLATE

BURGUER

8% - 231

8% - 231

*Unique users

SALADS

5% -144

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Page 22: Fitness apps users habits around the world

PRODUCTS

In the drinks category, most users mentioned coffee at least once on their tweets. 25% of the users mentioned drinking the hot beverage or

having a craving to drink one.

What drinks do they mention?

BEER

15% -441

COFFEE

WINE

25% - 757

10% - 291

08% - 251

JUICE

VODKA

5% - 148

2% - 61

*Unique users

MILK

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LEISURE

Page 24: Fitness apps users habits around the world

LEISURE

These users mainly spend their free time at parties. 23% of these users mentions going to a party or being at one on their tweets. In second

place came movies. 17% of users mentioned watching movies or going to the movie theater in their spare time.

What free time activities do they mention on their tweets?

MOVIES

17% - 499

PARTY

SHOPPING

23% - 698

9% - 262

7% - 219

TRAVELLING

5% - 157

*Unique users

CONCERTS

24

Page 25: Fitness apps users habits around the world

TV

Page 26: Fitness apps users habits around the world

TV

We searched for the terms watching or going to watch in the users tweets to discover what most of them like to watch on TV. Most of them

mentioned using their TVs to watch Netflix or a TV series on cable. The second thing mentioned the most by them were sports games,

followed by movies and news.

What do they mention watching on TV?

SPORTS GAME

119

NETFLIX/SERIES

153 45

NEWS

18

*Number of Unique users

MOVIES

26

Page 27: Fitness apps users habits around the world

PLACES

Page 28: Fitness apps users habits around the world

PLACES

A total of 328 users checked in ate different places using Twitter. We analyzed these check ins to see the places that had the most users

checking in. Most users checked in at restaurants with a total of 74. In a close second came coffee shops. 66 users checked in at cafés.

Where did they check in?

COFFEE

66

RESTAURANT

PARK

74

43

30

AIRPORT

BEACH

29

22

HOTEL

*Number of Unique users

**328 total users checked in using Twitter 28

Page 29: Fitness apps users habits around the world

TOP PLATFORM

Page 30: Fitness apps users habits around the world

TOP PLATFORM

The platform used the most by the fitness apps users was iOS. 52% of the users tweeted using iPhones or iPads at least once. 42% of

the users used a desktop or laptop computer to tweet at least once on their timelines, and only 26% used an Android Device at least once to

send their tweets.

Which platform did they tweet from?

*Base: 3,000 Unique users

IOS

52% - 1547

DESKTOP

42% - 1246

ANDROID

26% - 775

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MAIN FINDINGS

Page 32: Fitness apps users habits around the world

Users that use fitness apps are mostly men who are married.

Besides Twitter, they also use YouTube and Facebook as their main social media platforms.

Most of these users’ occupations are in the education sector. Many of them are teachers, coaches,

professors, and a lot of them even claim to be students.

Their favorite sports are American football and soccer.

Most of these users are located in the United States, although there is a large concentration of them in the

UK as well. The cities with the most fitness apps users are New York and London.

Users in New York usually workout during the morning or late in the afternoon. Meanwhile, London

fitness apps users prefer to exercise in the afternoon.

MAINFINDINGS

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Page 33: Fitness apps users habits around the world

Nike + is the most used fitness app according to the data shared by fitness apps users on Twitter.

These users talk mainly about food in their tweets. Healthy recipes, healthy ingredients, nutrition tips, or

even good restaurants are all common topics on tweets they share.

They prefer to drink coffee over other beverages and frequently go to coffee shops.

They like to spend their free time mainly at parties, and reunions with friends and family, as well as

watching movies.

They mainly watch Netflix and Sports events on TV.

Most of them use an apple device, which tells us that these users have high consumer buying power.

MAINFINDINGS

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Page 34: Fitness apps users habits around the world

www.elife.com.br

Telefone: 11-2339-4928

Endereço: Rua Pamplona, 518 - 4° andar

CEP 01.405-000 São Paulo, Brasil