Fitness apps analysis and study about the people who use these apps around the world

1. FITNESS APPS
USERS’
HABITS AROUND
THE WORLDNOVEMBER 2015

2. 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

3. 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 .
03

4. METHODOLOGY

5. 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-checking
Daily updates
05

6. METHODOLOGY
01
STEP
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)
06

7. 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.
02
STEP
03
STEP
04
STEP
07

8. PROFILING

9. 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
09

10. 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:
10

11. 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 /
TEACHER
2% - 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

12. 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
37
29
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%)
12

13. APP COMPARISON

14. 49493
26559
6189
3011 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
14

15. TIME OF THE DAY
THEY RUN

16. 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
16

17. 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)
17

18. 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)
18

19. PRODUCTS

20. 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 users
20

21. 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
21

22. 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
22

23. LEISURE

24. 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

25. TV

26. 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

27. PLACES

28. 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

29. TOP PLATFORM

30. 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
30

31. MAIN FINDINGS

32.  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
32

33.  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
33

34. www.elife.com.br
Telefone: 11-2339-4928
Endereço: Rua Pamplona, 518 - 4° andar
CEP 01.405-000 São Paulo, Brasil