To meet their main New Year’s resolutions (and to stay on top of their health and fitness goals overall), many people turn to apps. There are hundreds of apps now available to help you keep track of your runs, access workouts virtually, monitor calories and overall stay on top of every element of your health routines. In fact, in January 2019, some of the top health and fitness apps included MyFitnessPal, among others.
Who specifically uses these apps? To find out, we turned again to InMobi Pulse. Using our high-quality, first-party telco data, we can see what makes their customers tick.
Here’s a brief snapshot of the average owner of seven of the top fitness apps from January 2019:
These insights are interesting, but how can all of this information from InMobi Pulse be used to more intelligently allocate in-app and mobile ad spend?
As always, audience segmenting and targeting through InMobi Audiences is key. For health- and fitness-focused brands, it’s a good idea to go after people who are likely to be a top user of your products or services.
Here’s a small sampling of what ideal audience segments in this space look like:
Use InMobi’s Location Trails to target users, such as Gym Visitors, that are highly likely to download health and fitness apps. And, consumer behavioral data can be leveraged to connect with individuals interested in sport and exercise, and increase footfall (should that be a goal).
With InMobi Audiences, audience composition and definition are clearly communicated, so marketers can be confident about every aspect of their campaign targeting. Using InMobi's unique, accurate and always-on audiences, you will be able to tailor your targeting to reach the highest value consumers perfect for your business goals.
How else can this data be leveraged? It’s also especially critical for app user acquisition. For health and fitness apps, it’s critical to strike while the iron is hot and capitalize on the opportunity presented by New Year’s resolutions.
From a creative standpoint, it can be helpful to personalize ads as much as possible. For example, for this audience, it’s likely better to include palm trees than it is to include snow, since many app owners in this category live in warmer states.
Curious to see more insights on the health and fitness space or any other industry segment? Reach out today to learn more about InMobi Pulse.
InMobi Pulse builds a holistic understanding of the customers from across data sources ranging from the InMobi ad exchange which reaches 1.6 billion users globally to permissively-sourced deterministic first-party telco data to stated feedback directly from the customers.
We take user privacy extremely seriously. We meet the most rigorous governance, compliance, and security standards. We have collaborated with consumer advocacy groups and incorporates guidelines from multiple federal government agencies to define industry-leading practices for data governance in the U.S.
Users retain complete control over the data they provide, and have a choice in whether they participate and transparency as to how their data is utilized. Subscribers have constant access to their privacy elections through multiple telco touch points. The patented anonymization platform ensures data sets are 100% secure, and are refreshed to ensure all data are anonymized.
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