{"id":14368,"date":"2015-12-14T15:00:27","date_gmt":"2015-12-14T15:00:27","guid":{"rendered":"https:\/\/www.wellable.co\/blog\/2015-12-14-survey-74-of-online-american-adults-likely-to-purchase-health-and-fitness-technology\/"},"modified":"2022-12-09T08:17:16","modified_gmt":"2022-12-09T13:17:16","slug":"2015-12-14-survey-74-of-online-american-adults-likely-to-purchase-health-and-fitness-technology","status":"publish","type":"post","link":"https:\/\/www.wellable.co\/blog\/2015-12-14-survey-74-of-online-american-adults-likely-to-purchase-health-and-fitness-technology\/","title":{"rendered":"Survey: 74% of Online American Adults Likely To Purchase Health And Fitness Technology"},"content":{"rendered":"

According to a survey<\/a> by the Consumer Technology Association (formerly the Consumer Electronics Association), 74% of online American adults are likely to purchase health and fitness technology in the next 12 months.\u00a0 Of this group, one in three (35%) plan to buy a smartwatch, which leads the category over fitness apps (30%) and wearable fitness devices (27%).<\/p>\n

\"HF_Infograph2\"<\/p>\n

What is driving this incredible demand?\u00a0 According to Steve Koenig, Senior Director of Market Research at the Consumer Technology Association, \u201cquantitative research distinctly shows health and fitness devices help consumers feel they\u2019re more successful in setting personal fitness and health goals and tracking progress, and that their lives are improved by these devices.\u00a0 Consumers\u2019 planned purchases within this emerging category are emblematic of robust segmentation, as the industry strives to address multiple needs of \u2018the quantified self.\u201d<\/p>\n

The survey also revealed what consumers are looking for in health and fitness technology.\u00a0 While those who plan to purchase health and fitness devices primarily for health reasons share the same five most-desired device characteristics with those who plan to purchase a device primarily for fitness, the characteristics rank differently in importance. \u00a0Among fitness users, 61% rank monitoring calories burned as the most important characteristic, followed by heart rate (52%), steps taken (42%), distance (34%) and blood pressure (23%). \u00a0For health users, the most desired characteristics are monitoring heart rate (58%), calories burned (48%), blood pressure (47%), steps taken (28%) and distance traveled (21%).\u00a0 The high ranking of heart rate points to a strong driver of growth for higher end activity trackers that do more than just track steps.<\/p>\n

The survey also showed the main influences of health and fitness technology purchase decisions.\u00a0 A suggestion from a friend or family member (44%) is the primary influence for purchasing health and fitness technology, followed by online suggestions (17%), a medical professional (11%), a corporate wellness program (4%) and a salesperson in-store (4%).<\/p>\n

This survey reveals details about what many of us already know \u2013 health and fitness technology is a large a growing market driven heavily by consumer behavior.\u00a0 As a result, consumer preferences are, in the words of Steve Koenig, causing \u201crobust segmentation\u201d and driving diverse technologies to track health.\u00a0 The segmentation and diversity is so tangible, with each manufacturer of devices offering a range of products.\u00a0 The segmentation creates numerous challenges for corporate wellness, including making it nearly impossible for employers to commit to a single device for their programs.\u00a0 Despite the monumental challenge, certain employers (e.g., Target<\/a>) still commit to single devices and shortly realize the error in their ways.\u00a0 They quickly learn that not every employee wants the device they choose and that these costly devices typically have high attrition rates<\/a>.<\/p>\n

\"BYOD<\/a>
\nThis is why creating a bring your own device (BYOD) wellness strategy<\/a> is crucial to corporate wellness success.\u00a0 A BYOD strategy embraces robust segmentation while saving costs.\u00a0 With 74% of online American adults likely to purchase health and fitness technology in the next 12 months, a BYOD wellness strategy makes even more sense.<\/p>\n","protected":false},"excerpt":{"rendered":"

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