Characteristics of Adopters of an Online Social Networking Physical Activity Mobile Phone App: Cluster Analysis.
Ilea Sanders, Camille E Short, Svetlana Bogomolova, Tyman Stanford, Ronald Plotnikoff, Corneel Vandelanotte, Tim Olds, Sarah Edney, Jillian Ryan, Rachel G Curtis, Carol Maher
JMIR Mhealth Uhealth | Published : 2019
BACKGROUND: To date, many online health behavior programs developed by researchers have not been translated at scale. To inform translational efforts, health researchers must work with marketing experts to design cost-effective marketing campaigns. It is important to understand the characteristics of end users of a given health promotion program and identify key market segments. OBJECTIVE: This study aimed to describe the characteristics of the adopters of Active Team, a gamified online social networking physical activity app, and identify potential market segments to inform future research translation efforts. METHODS: Participants (N=545) were Australian adults aged 18 to 65 years who resp..View full abstract