"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.