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MMR Target Audience

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  • 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. 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. 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. BESIDES RUNNING, WHAT ELSE ARE THEY INTERESTED IN?Thursday, March 17, 2011
  • 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. 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. 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. 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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