Long-term usage of a commercial mHealth app: A “multiple-lives” perspective

BACKGROUND: Emerging evidence suggests that individuals use mHealth apps in multiple disjointed ways in the real-world—individuals, for example, may engage, take breaks, and re-engage with these apps. To our knowledge, very few studies have adopted this ‘multiple-live’ perspective to analyze long-term usage of a physical activity (PA) app. This study aimed to examine the duration of use, as well as the frequency, length, and timing of streaks (uninterrupted periods of use) and breaks (uninterrupted periods of non-use) within a popular commercial PA app called Carrot Rewards over 12 months. We also examined sociodemographic correlates of usage. METHOD: This retrospective observational study analyzed data from 41,207 Carrot Rewards users participating in the “Steps” walking program from June/July 2016 to June/July 2017. We measured four usage indicators: duration of use, frequency and length of streaks and breaks, time to first break, and time to resume second streak. We also extracted information regarding participants' age, gender, province, and proxy indicators of socioeconomic status derived from census data. We used descriptive statistics to summarize usage patterns, Kaplan-Meier curves to illustrate the time to first break and time to resume second streak. We used linear regressions and Cox Proportional Hazard regression models to examine sociodemographic correlates of usage. RESULTS: Over 60% of the participants used Carrot Rewards for ≥6 months and 29% used it for 12 months (mean = 32.59 ± 18.435 weeks). The frequency of streaks and breaks ranged from 1 to 9 (mean = 1.61 ± 1.04 times). The mean streak and break length were 20.22 ± 18.26 and 16.14 ± 15.74 weeks, respectively. The median time to first break was 18 weeks across gender groups and provinces; the median time for participants to resume the second streak was between 12 and 32 weeks. Being female, older, and living in a community with greater post-secondary education levels were associated with increased usage. CONCLUSION: This study provides empirical evidence that long-term mHealth app usage is possible. In this context, it was common for users to take breaks and re-engage with Carrot Rewards. When designing and evaluating PA apps, therefore, interventionists should consider the 'multiple-lives' perspective described here, as well as the impact of gender and age.