The document summarizes demographic information about users of the MapMyRun app and website. It finds that the typical user is a 35-49 year old Caucasian woman with a graduate degree earning $60,000-100,000 annually. These users log their runs and share their training and race experiences on social media primarily for motivational purposes. They are very engaged with running and participate in races from 5Ks to marathons with a preference for half marathons.

1. WHO USES MAPMYRUN?
MALE 49%
FEMALE 51%
AGE 35-49
86% CAUCASIAN
KIDS AGE 3-12
GRADUATE DEGREE
60-100K
Thursday, 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
EXPLORERS
Thursday, 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
FREQUENTLY
Thursday, 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 Hernandez
Thursday, 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% MARATHON
Thursday, 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 I'm
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 it's OK to run
at their pace.”
- 1girlgunning
Thursday, 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.com
Thursday, March 17, 2011