SALESFUEL TODAY

Over 25% of U.S. Adults Run Regularly

by | 2 minute read

"The bar­ri­ers to entry for recre­ation­al run­ning and jog­ging are among the low­est of any sport. A good pair of sneak­ers and com­fort­able cloth­ing are all you real­ly need to get in the game. And mil­lions of Amer­i­cans hit the pave­ment every day. In fact, more than a quar­ter of all adult Amer­i­cans (26.4%) have gone run­ning or jog­ging in the past year, accord­ing to Nielsen Scar­bor­ough research."

"But there’s a big dif­fer­ence between run­ning for fun and run­ning for sport. Notably, far few­er peo­ple run com­pet­i­tive­ly. Accord­ing to Nielsen Sports Spon­sor­link research, just 5% of adults in the U.S. reg­u­lar­ly par­tic­i­pate in a com­pet­i­tive foot races like a marathons, half marathons, triathlons or 5k races."

"Run­ning in the U.S.:

  • 26% of U.S. adults have gone run­ning or jog­ging in the past year
  • 47% of U.S. adults who have gone run­ning or jog­ging in the past year are female
  • 5% of U.S. adults reg­u­lar­ly par­tic­i­pate in com­pet­i­tive run­ning races (5k, Half, Full Marathons, Triathalons, etc.)"

These con­sumers' run­ning habits also reflect their shop­ping inten­tions. Run­ners are 134% and 130% more like­ly than aver­age adults to buy home exercise/fitness equip­ment and activewear, respec­tive­ly, with­in the next 12 months, accord­ing to Audi­enceS­CAN.

"But whether they’re run­ning to earn a medal and brag­ging rights or just to stay in shape, run­ners stand out from the gen­er­al adult pop­u­la­tion. And what’s more impor­tant is that their affec­tion for foot sprints can even shed light on their non-ath­let­ic habits."

"For instance, online daters may want to take a jog through a park to meet their match. Those who have gone run­ning or jog­ging in the past year are more 38% more like­ly to be sin­gle and nev­er mar­ried."

"Sin­gle or mar­ried, peo­ple who have gone run­ning in the past year are also:

  • 39% more like­ly to have an annu­al house­hold income of $250,000 or high­er
  • 35% more like­ly to have a col­lege degree
  • 27% more like­ly to have a full-time job"

When they're not out run­ning, 45.6% of these folks are like­ly loung­ing at home catch­ing up on the local news via their TV, accord­ing to Audi­enceS­CAN. That's good news for adver­tis­ers because 70.1% of run­ners took action after see­ing TV ads with­in the last 12 months. Run­ners also enjoy going to the movies and are 36% more like­ly than oth­er adults to take action based on ads at the the­ater.

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. Media com­pa­nies and agen­cies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.