IT-Based Self-Monitoring for Women's Physical Activity: A Self-Determination Theory Perspective
Asma Aborobb, Falk Uebernickel, and Danielly de Paula
This study analyzes what drives women's engagement with digital fitness applications. Researchers used computational topic modeling on over 34,000 user reviews, mapping the findings to Self-Determination Theory's core psychological needs: autonomy, competence, and relatedness. The goal was to create a structured framework to understand how app features can better support user motivation and long-term use.
Problem
Many digital health and fitness apps struggle with low long-term user engagement because they often lack a strong theoretical foundation and adopt a "one-size-fits-all" approach. This issue is particularly pressing as there is a persistent global disparity in physical activity, with women being less active than men, suggesting that existing apps may not adequately address their specific psychological and motivational needs.
Outcome
- Autonomy is the most dominant factor for women users, who value control, flexibility, and customization in their fitness apps. - Competence is the second most important need, highlighting the desire for features that support skill development, progress tracking, and provide structured feedback. - Relatedness, though less prominent, is also crucial, with users seeking social support, community connection, and representation through supportive coaches and digital influencers, especially around topics like maternal health. - The findings suggest that to improve long-term engagement, fitness apps targeting women should prioritize features that give users a sense of control, help them feel effective, and foster a sense of community.
Host: Welcome to A.I.S. Insights, the podcast where we connect academic research with real-world business strategy, all powered by Living Knowledge. I’m your host, Anna Ivy Summers. Host: Today, we're diving into the booming world of digital health with a fascinating study titled: "IT-Based Self-Monitoring for Women's Physical Activity: A Self-Determination Theory Perspective." Host: In short, it analyzes what truly drives women to stay engaged with fitness apps. Researchers used A.I. to analyze tens of thousands of user reviews to build a framework for how app features can better support motivation and long-term use. Host: With me to unpack this is our analyst, Alex Ian Sutherland. Alex, welcome. Expert: Great to be here, Anna. Host: So Alex, let’s start with the big picture. There are hundreds of thousands of health and fitness apps out there. What's the problem this study is trying to solve? Expert: The core problem is retention. Most digital health apps have a huge drop-off rate. They struggle with long-term user engagement, often because they’re built on a "one-size-fits-all" model that lacks a real understanding of user psychology. Expert: The study highlights that this is a particularly urgent issue when it comes to women. There's a persistent global disparity where women are, on average, less physically active than men—a gap that hasn't changed in over twenty years. This suggests current digital tools aren't effectively addressing their specific motivational needs. Host: So a massive, underserved market is disengaging from the available tools. How did the researchers go about figuring out what these users actually want? Expert: This is where the approach gets really interesting. They didn't just run a small survey. They performed a massive analysis of over 34,000 user reviews from 197 different fitness apps specifically designed for women. Expert: Using a form of A.I. called computational topic modeling, they were able to automatically pull out the most common themes, concerns, and praises from that text. Then, they mapped those real-world findings onto a powerful psychological framework called Self-Determination Theory. Host: And that theory boils motivation down to three core needs, right? Autonomy, Competence, and Relatedness. Expert: Exactly. And by connecting thousands of reviews to those three needs, they created a data-driven blueprint for what women value most in a fitness app. Host: So, let's get to it. What was the number one finding? What is the single most important factor? Expert: Hands down, it's Autonomy. This was the most dominant theme across all the reviews. Users want control, flexibility, and customization. This means things like adaptable workout plans that can be done at home without equipment, the ability to opt-out of pushy sales promotions, and a seamless, ad-free experience. Host: It sounds like it’s about making the app fit into their life, not forcing them to fit their life into the app. What came next after autonomy? Expert: The second most important need was Competence. Women want to feel effective and see tangible progress. This goes beyond just tracking steps or calories. They value features that support actual skill development, like tutorials for new exercises, guided meal planning, and milestones that recognize their achievements. They want to feel like they are learning and growing. Host: So it’s about building confidence and mastery. And what about the third need, Relatedness? The social element? Expert: Relatedness was also crucial, though it appeared less frequently. Users are looking for community and connection. They expressed appreciation for supportive coaches, role models, and digital influencers. A really specific and important theme that emerged was maternal health, with women actively seeking programs tailored for pregnancy and postpartum fitness. Host: This is incredibly insightful. Let's pivot to the most important question for our listeners: why does this matter for business? What are the practical takeaways? Expert: There are three huge takeaways. First, abandon the ‘one-size-fits-all’ model. To win in this market, you must prioritize autonomy. This isn't a bonus feature; it's the core driver of engagement. Offer modular plans, flexible scheduling, and settings that let the user feel completely in control. Host: Okay, prioritize customization. What's the second takeaway? Expert: Second, design for mastery, not just measurement. App developers should think of themselves as educators. Your product's value proposition should be "we help you build new skills and confidence." Incorporate structured learning, progressive challenges, and actionable feedback. That's what builds long-term loyalty and reduces churn. Host: And the third? Expert: Finally, build authentic, niche communities. The demand for content around specific life stages, like maternal health, is a clear market opportunity. Partnering with credible influencers or creating safe, supportive community spaces around these topics can be a powerful differentiator. It builds a level of trust and belonging that a generic fitness app simply can't match. Host: So, to recap: the message for businesses creating digital health solutions for women is clear. Empower your users with autonomy, build their competence with real skill-development tools, and foster relatedness through targeted community building. Host: Alex, this has been an incredibly clear and actionable breakdown. Thank you for your insights. Expert: My pleasure, Anna. Host: And thank you for tuning in to A.I.S. Insights — powered by Living Knowledge. We’ll see you next time.
ITSM, Self-Determination Theory, Physical Activity, User Engagement
