  Technology has recently been recruited in the war against the ongoing obesity
crisis; however, the adoption of Health & Fitness applications for regular
exercise is a struggle. In this study, we present a unique demographically
representative dataset of 15k US residents that combines technology use logs
with surveys on moral views, human values, and emotional contagion. Combining
these data, we provide a holistic view of individuals to model their physical
exercise behavior. First, we show which values determine the adoption of Health
& Fitness mobile applications, finding that users who prioritize the value of
purity and de-emphasize values of conformity, hedonism, and security are more
likely to use such apps. Further, we achieve a weighted AUROC of .673 in
predicting whether individual exercises, and we also show that the application
usage data allows for substantially better classification performance (.608)
compared to using basic demographics (.513) or internet browsing data (.546).
We also find a strong link of exercise to respondent socioeconomic status, as
well as the value of happiness. Using these insights, we propose actionable
design guidelines for persuasive technologies targeting health behavior
modification.
