‘If it’s not on Strava, it didn’t happen’ – Identifying user archetypes of sport-specific social media platforms based on motivation and behavior

Sport-specific social media platforms such as Strava have become quite popular in recent times. Users can upload their exercise and competition activities, analyze them, share and compare them with fellow athletes, and even compete in virtual (or semi-virtual) challenges through such platforms. Anecdotal evidence suggests strong motivational and behavioral effects of using sport-specific social media. These effects, however, seem to differ across types of users. To identify different user groups and better understand the differences in their behavior and motivations, we conducted a survey among 557 recreational German triathletes. Apart from aspects characterizing platform usage and training activities, we collected socio-demographic information as well as data on personality traits and dispositions (i.e. the BIG 5). Based on these data, we identify four distinct clusters of sport-specific social media users: Casual Consumers, Lone Wolfs, Competitors, and Socializers. While the four types of users differ significantly with respect to motivation and behavior as well as usage frequency, they are not any different in terms of their personality traits. Findings are discussed and contextualized adopting a relational goods perspective.