PSYCHOGRAPHIC PROFILE OF RUNNERS

Interests & Lifestyle

• Runners are more active than the average American. A lot of them participate in other sports, specifically, weight training (49%), hiking/backpacking/rock climbing (43%), cycling/biking (38%), swimming (24%), snowboarding, skiing, kayaking, and golf. They also hike a lot and enjoy adventure sports.

• Runners put a lot of thought into what they eat and do. Over 60% of them watch they eat, while almost 30% follow a strict diet and often use nutritional supplements and shakes.
• While 43% occasionally consume organic foods, 40% often consume these foods, and 8% eat them all the time.
• These individuals prefer experiences to physical items. They enjoy dining out and traveling.
• They are avid social media users and heavy users of digital devices. The most common social media platforms US runners use are Facebook, LinkedIn, Instagram, and Twitter. Around 64% learn about running events via social media.

Purchasing Behavior

• Over 20% of runners buy shoes online. Specifically, 26% of millennial runners in the US buy shoes online, compared to 25% of Gen X runners, and 20% of baby boomer runners.
• Up to 48% of millennial runners buy clothes online, compared to 47% of Gen X runners, and 39% of baby boomer runners.
• Over 55% of runners in the US will pay more for eco-friendly or sustainable brands/products. More than 45% of runners prefer customization and are drawn to personalized products.
• At least 70% of US runners will research the products or brands they are interested in online - either through online reviews or product comparison sites - before actually buying them.
• Around 15% of runners buy at least two pairs of running shoes per year.
• Despite the substantial purchasing power they yield, discounts matter to them while shopping. In addition, they tend to share feedback about their experience with a brand online.
• Although loyal to brands they purchase, these individuals are willing to try new brands as long as they are offered value for their money and stellar customer service.

Spending Habits

• Runners spend a substantial amount of money on online purchases. About 37% of US millennial runners, 43% of Gen X runners, and 41% of baby boomer runners spend $500 or more per year on these purchases.
• Around 46% of Gen X runners and 43% of millennial runners spend $100 or more on sports apparel annually.
• At least 21% are willing to spend $150 on quality shoes.
• Over 50% of these individuals spend money on things that are unessential items, such as coffee and taxis/Ubers.
• Runners spend $1,438 annually on running-related products and services and $1,255 on running related travel.

Running Preferences

• Regarding when they run, around 64% do so in the morning, while 22% prefer evening runs, and 14% will rather do midday running.
• Over 70% of US runners run with their smartphones, while 75% run with a sports watch.  
• Their favorite distance is Half-Marathon (over 35%).
• About 75% of runners run or jog four or more hours per week, with the average number of days they run being 4, and the average number of miles being 23.

Product Preferences

• The average number of running shoes US runners buy per year is three pairs.
• The running apparel brands that are most popular among these individuals are Nike (64.3%), Under Armour (42.2%), Adidas, Champion, and ASICS.

Motivations

• Americans have different motivations for running. Their psychological motives for running include coping with negative emotions, enhancing self-esteem, and life meaning.
• Their social motives for running are recognition/approval and to increase affiliations with others.
• Their physical motives for running include health and weight loss, while the achievement motives are personal goals and competition.
• More than 70% of runners run to stay healthy and stay in shape, while roughly 60% run to relieve stress, 22% of runners run for exercise.