WHO USES MAPMYRUN?                  MALE 49%                  FEMALE 51%                  AGE 35-49                  86% C...
WHAT WEB PLATFORMS DO THEY USE?         MOST VISITED SITES                  WIKIPEDIA      NHL DEAN KARNAZES        YAHOO ...
WHAT MOBILE APPS DO THEY USE?  58%                      38%  SAY THEY                 FIND APPS  NEVER LOOK AT            ...
BESIDES RUNNING, WHAT ELSE ARE THEY INTERESTED IN?Thursday, March 17, 2011
WHY DO THEY RUN?                           RUNNING IS AN                           EXTENSION OF WHO                       ...
HOW DO THEY RUN?     THEY RUN WITH THE MINDSET THAT     DESPITE HOW MUCH IT HURTS -     THEY WILL KEEP GOING     RUNNING P...
WHAT PART OF RUNNING ARE THEY SOCIAL ABOUT?                                          THEY SHARE FOR MOTIVATIONAL PURPOSES ...
THANK YOU Sources: Quantcast: http://www.quantcast.com/mapmyrun.com/demographics?country=US http://www.quantcast.com/ mapm...
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MMR Target Audience

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MMR Target Audience

  1. 1. WHO USES MAPMYRUN? MALE 49% FEMALE 51% AGE 35-49 86% CAUCASIAN KIDS AGE 3-12 GRADUATE DEGREE 60-100KThursday, March 17, 2011
  2. 2. WHAT WEB PLATFORMS DO THEY USE? MOST VISITED SITES WIKIPEDIA NHL DEAN KARNAZES YAHOO AMAZON GOOGLE NIKE RUNNERSWORLD 49% NUTRISYSTEM MSN GAP REI SAY THEIR RECENT SEARCH CHANGED ADIDAS THE WAY THEY THINK ABOUT HEALTH 74% ARE ONLINE EXPLORERSThursday, March 17, 2011
  3. 3. WHAT MOBILE APPS DO THEY USE? 58% 38% SAY THEY FIND APPS NEVER LOOK AT THROUGH MOBILE ADS FRIENDS THERE IS NO WASTED SPACE ON THEIR PHONE - THEY USE EACH APP FREQUENTLYThursday, March 17, 2011
  4. 4. BESIDES RUNNING, WHAT ELSE ARE THEY INTERESTED IN?Thursday, March 17, 2011
  5. 5. WHY DO THEY RUN? RUNNING IS AN EXTENSION OF WHO THEY ARE MOTIVATION TO CONTINUE TO RUN: 75% STAYING IN SHAPE 74.8% STAYING HEALTHY 62.4% RELIEVING STRESS THEY ARE MAKING TIME FOR A RUN IN THEIR SCHEDULE, NO MATTER WHAT “I set a reward for each race. If I meet a time goal, I give myself that reward. My last one was a haircut (summer coming) and color (the gray was getting out of control). I also allow myself a day or two of just eating whatever I feel while still training.” - Beth Tracy HernandezThursday, March 17, 2011
  6. 6. HOW DO THEY RUN? THEY RUN WITH THE MINDSET THAT DESPITE HOW MUCH IT HURTS - THEY WILL KEEP GOING RUNNING PREFERENCES: 38% FAVORITE RACE DISTANCE HALF MARATHON INTERESTED IN ENTERING: “Instead of seeking comfort, runners approach the very edge of chaos. The ravages of potentially debilitating pain take hold, the runner fights to overcome and 76.6% HALF MARATHON command the very force that threatens to bring him to his knees. The obsession with running is really an obsession with the potential for more life” 57.9% 10K -Dean Karnazes 56.6% 5K 48.0% MARATHONThursday, March 17, 2011
  7. 7. WHAT PART OF RUNNING ARE THEY SOCIAL ABOUT? THEY SHARE FOR MOTIVATIONAL PURPOSES THEY DON’T BRAG. THEY SHARE. “I decided to share everything on FB when I realized that I have inspired many people I know to start running/walking. I was sharing it all on my personal profile but realized I was just cluttering up my page. I like sharing everything the most. THEY SHARE FOR INFORMATIONAL PURPOSES The best part is my races. I love being able to put into words how well I did that day. I get to go back and read it as well when Im feeling a little down.” “I enjoy sharing because not everyone is a 5-8 minute miler and sharing my times with others kind of helps me AND them to know its OK to run at their pace.” - 1girlgunningThursday, March 17, 2011
  8. 8. THANK YOU Sources: Quantcast: http://www.quantcast.com/mapmyrun.com/demographics?country=US http://www.quantcast.com/ mapmyrun.com#geo Mintel Report: Exercise Trends 2010 Runningusa.org http://www.runningusa.org/node/57852 Caroltorgan.com http://www.caroltorgan.com/online-exercise-information/ Bls.gov http://www.bls.gov/spotlight/2008/sports/ Wellsphere.com http://www.wellsphere.com/running-article/marathon-training-starting-statistics/1163936 Nielson Report http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/09/NielsenMobileAppsWhitepaper.pdf Gizmodo http://gizmodo.com/#!5752793/the-seven-types-of-iphone-owners Various Facebook and Twitter profiles from MMR users Klout.comThursday, March 17, 2011
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