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Who uses mHealth apps? Identifying user archetypes of mHealth apps.

Maryam Aziz1, Aiman Erbad1, Samir B Belhaouari1

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This study identified distinct user archetypes for health apps based on usage patterns and personality traits. Understanding these health app user groups can help tailor applications for better user engagement and retention.

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Area of Science:

  • Digital Health
  • Health Informatics
  • Human-Computer Interaction

Background:

  • Health apps are increasingly used for mental and physical well-being.
  • Understanding user behavior is crucial for app effectiveness and retention.
  • Personalization of health technology requires detailed user segmentation.

Purpose of the Study:

  • To explore user archetypes of health apps.
  • To segment users based on average usage and psychometric data.
  • To inform the design and policy of health applications.

Main Methods:

  • Utilized a dataset from a smartphone application with usage data (October 2020 - April 2021).
  • Analyzed 129 participants for mental health apps and 224 for physical health apps.
  • Applied k-prototypes clustering using determinants like average daily launches, personality traits (extraversion, neuroticism, conscientiousness), and life satisfaction.

Main Results:

  • Identified two mental health app user clusters: 'help-seeking' and 'maintenance'.
  • Identified three physical health app user clusters: 'happy conscious occasional', 'happy neurotic occasional', and 'unhappy neurotic frequent'.
  • User archetypes were defined by usage frequency, personality, and life satisfaction.

Conclusions:

  • Findings provide insights into diverse health app user needs.
  • Tailoring apps to specific user archetypes can optimize user experience and retention.
  • Informed policymakers on effective health technology investments by understanding population needs.