Facebook and Twitter Drives People’s Commitment to Fitness Goals;
Women Share 2.5 Times as Many Active.com Events as Men
SAN DIEGO, CALIF. – July 13, 2011 - Active.com®, a media property of Active Network (NYSE: ACTV), and the leading online community that connects people with the sports and activities they love to do, today announced a 297 percent increase in its social media fan base over the past year. The company now reports more than one million fans and followers across its nearly 20 social channels.
From this data set*, Active.com witnessed a significant trend in how the use of social media is changing the way people train for and participate in fitness activities. Both seasoned athletes and fitness newbies are using social media to share their fitness journey with friends, encourage one another, fundraise for charities and reach their goals.
The rapid growth of 'social fitness' is evidenced by the heavy use of social integration features on Active.com and its Facebook and Twitter channels. Active.com is seeing this trend particularly among women. Women share details of their Active.com events on Facebook and Twitter 2.5 times as often as men do, and of all the links shared on the Active.com Facebook page last month, women were 43 percent more likely than men to view an event that a friend recommended.
In March 2011, the company released a new, beta version of Active.com Trainer --– an online training program to help people reach their fitness goals – with social integration features. Since then, roughly 83 percent of Active.com Trainer beta participants have posted their progress on Facebook for their social network to appreciate. Further observation of Active.com social media behavior found that the gamification of activities and the ability to earn badges throughout the training journey seems to encourage people to stick to their goals. Since the integration of Badgeville with the Active.com Trainer beta, close to 36,000 High Fives have been given by Active.com Trainer participants to encourage one another, and roughly 27,000 badges have been awarded.
"We’re seeing a huge shift in how our consumers approach health and fitness," said John Belmonte, chief media officer at Active Network. "While online fitness tools remain as popular as ever, we believe it’s the growing social element that is making a real difference in people’s fitness efforts. It’s no longer a personal decision – in fact, it’s almost not 'real' until you socialize your fitness commitment through Facebook, Twitter or your blog. That’s why we believe studying the trends in what we are calling 'social fitness' is worthwhile. It will help us – and our partners – to better understand the wants and needs of our extensive user base."
Also in March 2011, Active.com created its Couch-to-5K community for people who are new to exercise and fitness. These individuals may have never run or exercised before, but have made a commitment to changing their lifestyle. With the encouragement of their peers and the broader Active.com community, they are finding success in reaching their fitness goals.
To illustrate these social media metrics, Active.com released today a social fitness infographic that highlights key milestones reached thus far in 2011.
Millions of active consumers visit Active.com each month to search and register online for everything from 10K races and marathons to Little League games and summer camps. Through the site, users can interact with like-minded individuals; engage in online training programs; and access nutrition, fitness, and training tips. Through both original and syndicated content, its Schwaggle daily deal program, Active.com Trainer plans and a lively community forum – Active.com provides a robust online destination for social fitness.
About The Active Network, Inc.
The Active Network, Inc. is a leading provider of organization-based cloud computing applications serving diverse market segments including business events, community activities, outdoors and sports. Our technology platform, ActiveWorks®, transforms the way organizers manage their activities and events by automating online registrations and streamlining other critical management functions, while also driving consumer participation to their events. Our flagship media property, Active.com®, is the leading online community for people who want to discover, participate in, and share activities about which they are passionate. Headquartered in San Diego, California since 1999, the company has over 25 offices worldwide. To learn more, visit www.ActiveNetwork.com or www.Active.com. Follow Active Network on Twitter @ActiveNetwork, @Active and on Facebook.
About Forward-Looking Statements
The Active Network, Inc. cautions you that the statements included in this press release that are not a description of historical facts are forward-looking statements within the meaning of the federal securities laws. Any such statements are subject to substantial risks and uncertainties, and actual results may differ materially from those expressed in these forward-looking statements. More detailed information about The Active Network, Inc. and the risks and uncertainties that may affect the realization of these forward-looking statements is set forth in its filings with the Securities and Exchange Commission (SEC). These filings may be read free of charge on the SEC's website at www.sec.gov. You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. All forward-looking statements are qualified in their entirety by this cautionary statement and The Active Network, Inc. undertakes no obligation to revise or update this press release to reflect events or circumstances after the date hereof.
Mona Klausing, Active Network
© 2011 The Active Network, Inc. All rights reserved. Active.com is a registered trademark and Active Network is a trademark of The Active Network, Inc. All other trademarks are the property of their respective owners.
*Active.com reviewed data logged by its social media channels between June 30, 2010 and June 30, 2011. The sample size includes 1.14M participants engaged with 19 Facebook and Twitter properties. These include Active.com, C25K and iHoops, among others.