24%. 34%. 26%. 11%. 0 29. 30 39. 40 49. 50 59. 60+. Relieving stress & improved state of mind. Controlling weight. Having fun. Meeting a personal challenge or ...
THE
GENDER DIVIDE
When it comes to running, what are the differences between men and women? In partnership with Running USA, ACTIVE Network polled our ACTIVE Lifestyle Panel members to contribute to the National Runner’s Survey. Digging deep into the responses from our members, we find insights into the differences between male and female runners that will help you market to each gender more effectively and grow your event.
IN RUNNING
THE PARTICIPANTS
AGE RANGE - WOMEN 14%
AGE RANGE - MEN
0-29
34%
30-39
33%
40-49 16%
60% 40%
WOMEN
MEN
40-49
60+
34% 26%
60+
TOP SOURCES FOR EVENT INFORMATION
WOMEN MEN 73% 73%
+22% W
11%
WHAT KIND OF RUNNER DO THEY CLASSIFY THEMSELVES AS?
WOMEN MEN
Staying in shape & healthy
WOMEN MEN
Word of Mouth
A Competitor
40% 32%
57% 74%
Relieving stress & improved state of mind
National Web Site
60% 53%
39% 42%
Controlling weight
Local Club/City Web Site
60% 54%
33% 33%
+31% M
A Fun Runner
+9% M
54% 38%
+30% W
A Fitness Participant
44% 37%
+16% W
Social Media Web Site
Having fun
56% 56%
+28% W 22%
16%
Running Store
Meeting a personal challenge or achieving a goal
53% 48%
+10% W
24%
50-59
TOP MOTIVATORS TO RUN
+10% W
5%
30-39
50-59 3%
+12% W
0-29
22% 25% +14% M
Improving speed or endurance
48% 52%
+8% M
THE EVENT WHAT FUTURE EVENTS DO RUNNERS PLAN TO PARTICIPATE IN? HALF MARATHON
5K
10K
MARATHON
TRIATHLON/ DUATHLON
12K, 15K OR 10 MILE
73%
58%
55%
43%
29%
26%
+9% W
+6% W
Technical Shirt
WOMEN MEN
90% IMPORTANT 71% IMPORTANT
Chip Timing
70% IMPORTANT
Post-Race Food & Ent
68% IMPORTANT
Charity Event
64% IMPORTANT
+23% W
TOP REASONS FOR FUTURE PARTICIPATION
WHAT DETERMINES HOW MUCH A RUNNER’S WILLING TO PAY? Race Distance
+27% M
+24% M
+4% W
75% Convenient 72% Location
+2% W
73%
Event Date
72%
+5% W
63%
Preferred Distance
60%
+16% W
57%
Sounds like fun!
48%
49%
Cost
46%
+6% W
THE EXPERIENCE HOW SMARTPHONES ARE USED FOR RUNNING ACTIVITIES Social Networking
+20% W
31%
25%
GPS
+10% W
31%
28%
Music
+20% W
31%
25%
28%
25%
23%
23%
Running Apps
+10% W
Race Results
WHAT IS SHARED ON SOCIAL MEDIA WOMEN MEN Posting race photos
+25 W
Sharing race results
+7% W
WOMEN MEN
46% 43%
Recruiting others to join an upcoming race
HOW FREQUENTLY FACEBOOK IS ACCESSED
+36% W
60%
43% 28% Discussing running activities
49%
WOMEN MEN 14%
DAILY
62% 46%
8%
HOURLY
11%
+28% W
33% 24%
Sharing current training
14%
+24% W
33% 25%
WEEKLY
WHAT’S NEXT: IS THE EVENT MARKET CROWDED?
Not according to runners, even when asked two different ways:
NOT ENOUGH EVENTS 47% W 53% M IN YOUR COMMUNITY? AGREE AGREE
TOO MANY EVENTS 56% W 51% M IN YOUR COMMUNITY? DISAGREE DISAGREE
KEY TAKEAWAYS WHAT’S DIFFERENT + + + +
Women are in it for the long haul. Now that female participation is rising, you can expect it to be sustained and we’ll see a more equal distribution of men and women in the older age groups. Women gravitate to the social experience, men to the competitive format. Women drive social sharing more than men, and they do it within the context of their activities. It’s the people’s choice—both men & women prefer the distance they feel they can achieve and thereby get value from.
WHAT’S THE SAME +
+ + +
“Extras” justify high price points. Things like technical t-shirts, timing (sharing finish times and measuring against goals), charity affiliation, and the post-race experience add value to an event for both men and women. If they see the value, the cost of participation (even when it’s on the higher end) will seem reasonable. Both men and women are looking for an overall great event experience, something that can be memorialized and shared with friends and family. Event location, date, distance, and cost are the biggest factors in decisions to register. Both men and women responded that the market is NOT too crowded and there’s room for more events.
YOUR OPPORTUNITY + + +
Promote the heck out of event aspects that could justify a higher price point—participants will pay for value! Target women on social media channels as they are more active users than men. Grab the opportunity (there’s plenty). Participants believe there is room for more events, so the right marketing can help grow your event.
