Abstract This paper aims to examine the timing and contexts of use of social comparison techniques in supporting behavior change. Timing is evaluated through stages of the behavior change process in accordance with the Transtheoretical Model, while context of use is defined through the level of publicity at three levels: public, semi-public and private. A qualitative systematic review was conducted of prior research dealing with applications featuring social comparison techniques. Through a systematic search strategy, eleven IT artifacts were selected for analysis. Then, patterns of use were analyzed so as to identify experiences on proper timing and context of use. The analysis shows that the technology placed in public spaces is suitable mainly for the first stages in the behavior change process. A private context of use is preferred in later stages. This publication has received funding from the European Union’s Horizon 2020 research and innovation programme — the Marie Sklodowska-Curie Actions grant agreement no. 676201 — CHESS — Connected Health Early Stage Researcher Support System.