We surveyed thousands of ACTIVE.com Lifestyle Panelists in 2012 to learn about how, when, and why they participate in Mob events. Let’s face it–those costumed, muddy, obstacled, glow-y, painted events exploded on the scene and we needed to know more why people loved them so dang much.
We learned a lot in our 2012 survey and yet we were still curious about the Mob-ster experience from start to finish. So we surveyed our Lifestyle Panel again this year and discovered there was much more to add to our Mob-ster profile!
The 2013 survey revealed quite a few new things. The key takeaways include:
- Team participation increased by 25%
- Loyalty decreased as more and more new events appeared on the scene
- Top 3 motivators include fun, uniqueness, and friends
- And more!
We’re sharing this proprietary info to help you better understand participants so you can market more effectively and create events that keep attracting them in droves.
Check out what some of the industry leaders are saying about it:
“ACTIVE’s Mob survey results support the shifts we’re seeing at the event level. We’ve seen demand from event directors for team functionality increase from 2012 to 2013, with more than twice as many events enabling the feature within our race management software, including some of the fastest growing ‘paint run’ events like The Color Run.”
-Eric McCue, GM of Sports, ACTIVE Network
“The Color Run has seen extraordinary growth and is now the single largest event series in the US with more than 170 events in 30+ countries in 2013, and it’s exciting to see the results of ACTIVE’s survey validate the increasing popularity of ‘paint runs’ as a segment of Mob events.”
-Travis Snyder, President, The Color Run.