SPORTS MARKETING SURVEYS INC. AND RUNNER’S WORLD PRODUCE PIONEERING REPORT RECOGNISING THE BRITISH CORE RUNNER

Posted on June 27, 2014

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In-depth behavioural and participation analysis of 4,000 dedicated UK runners offers insight into core group SPORTS MARKETING SURVEYS INC. can reveal the findings of a pioneering running survey produced in association with Runner’s World magazine.

The data reveals important insight into aspects of core runners’ relationships with the sport, including purchasing behaviour, equipment considerations and trends, as well as other lifestyle traits. For example, SMS INC. can reveal that Asics and Nike were the brands most associated with running shoes, and that the vast majority of regular runners now change their footwear every 6-12 months, with an average spend of £80.17 per pair. When participants were asked what the determining factors were when making this particular purchasing decision, previous ownership experience and price were by far the most important reasons for choosing their next pair of running shoes.

The report also offers interesting insight into the use of accessory equipment. For example, 69% of those surveyed now use GPS distance and speed measuring devices, while 25% use mobile phone apps. Both of these numbers are expected to rise, and will be assessed in the 2014 survey to be completed later this year.
“The research undertaken with SMS INC. in the inaugural year of our partnership, 2013, has already proved invaluable, as it offers market-leading insight into the engaged, passionate and affluent demographic of the modern runner. Runner’s World are delighted to be working for a second year with the SMS INC. team in 2014,” said Alun Williams, Publishing Director at Hearst-Rodale Group.

Echoing Williams’ comments, SMS INC. Managing Director John Bushell, said: “Our partnership with Runner’s World has allowed us access to a unique but hugely significant group of core runners. Their habits and relationships with the sport are revealed through this research, which will make interesting reading for the sport’s big hitting brands.

“We’re delighted to be developing this relationship in 2014, as we look to produce interesting, exclusive research to ripen a bank of running data and continually enhance our offering to a growing base of clients.”

The 2014 agreement will enable SMS INC. to dig deeper into the core runner, detailing further purchasing habits, looking at trends in trail running, barefoot-running, as well as event participation. Moreover, the results will enable SMS INC.’s clients and brand partners to assess the group’s familiarity with running brands and their media intake.

Those that purchase the full 2013 report, which is available now, will gain valuable insight into the lifestyle, purchasing behaviour and equipment considerations of runners in the United Kingdom.

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