Fitbit Statistics By Consumer Usage Habit and Revenue

Ketaki Joshi
Written by
Ketaki Joshi

Updated · Jun 18, 2024

Rohan Jambhale
Edited by
Rohan Jambhale

Editor

Fitbit Statistics By Consumer Usage Habit and Revenue

Introduction

Fitbit statistics: In today’s world, where health and wellness are top priorities, tracking our progress has become increasingly important. Fitbit, a pioneer in wearable technology, provides a wealth of data on our activity levels, sleep patterns, and overall health. For personal users, Fitbit acts as a personal health dashboard, allowing us to track progress toward goals, identify areas for improvement, and gain a deeper understanding of our bodies.

Let’s delve into the fascinating insights through Fitbit statistics and explore what they can tell us about the brand’s performance in 2024.

Editor’s Choice

  • In 2023, Fitbit’s revenue was approximately $1 billion, a 10% decrease from the previous year.
  • Fitbit had over 50 million downloads on Android’s Google Play Store in 2023.
  • 72.87% of Fitbit users use it to monitor their heart rate during exercise.
  • 65% of users utilize Fitbit to set personal goals, analyze progress, and receive motivational notifications.
  • 86% of users use Fitbit to monitor their sleep.
  • Fitbit had 38 million weekly active users and 128 million registered users by the end of 2023.
  • During COVID-19, Fitbit reached 40.2 million active users.
  • 96% of Fitbit consumers prefer it for activity tracking.
  • The United States accounts for 53.29% of the website traffic to fitbit.com, followed by the United Kingdom, Canada, Japan, and Germany.
  • Most Fitbit users are aged 25 to 34, representing 25.93% of the user base. Users aged 65 and older constitute the smallest group.
  • In 2023, Fitbit had a brand awareness rate of 74% among US consumers.
  • Major brands in the US eHealth tracker/smartwatch market in 2024 include Apple, Fitbit, Samsung, and Google.

General Fitbit Statistics

  • Recent Fitbit Statistics show that 25% of consumers around the world know about Fitbit as a brand.
  • In 2023, Fitbit’s revenue was estimated at 1 billion USD, a 10% decrease from the previous financial year.
  • In addition, in a similar year, Fitbit Fitness Tracker had over 50 million downloads on Android’s Google Play Store.

 Fitbit Statistics By Consumer Usage Habit

  • By Consumer Usage Habit reported that 72.87% of people use it to monitor their heart rate during exercise.
  • Furthermore, 65% mentioned using it to set personal goals, such as analyzing their progress report or receiving motivation notifications, while 86% said it helps them monitor their sleep.
  • 96% of Fitbit consumers prefer to use this best wearable device for their activity tracking.

Fitbit Statistics By Website Traffic By Country

fitbit-com-website-traffic-by-country.

(Reference: semrush.com)

United States of America has a major share in website traffic of fitbit.com, contributing 53.29%. Other countries that follow respectively are the United Kingdom, Canada, Japan, and Germany. Overall, most consumers prefer to access it from their smartphones rather than desktop devices. Mobile device traffic represents 78.82%, while desktop represents 21.18%.

Number of Devices Sold worldwide

Year

Number of Fitbit devices sold (in 1,000s)

2010

58
2011

208

2012

1,279
2013

4,476

2014

10,904
2015

21,355

2016

22,295
2017

15,343

2018

13,939
2019

15,988

2020

10,800
2021

10,600

2022

9,200
2023

6,600

(Source: statista.com)

Compared to last decade’s Fitbit performance, it has been performing well in the international markets. In 2016,  the brand sold around 23 million units, which was drastically reduced to 6 million worldwide

Biggest Contactless Payment Brands at POS

biggest-contactless-payment-brands-at-pos-in-the-u-s-as-of-march-2024

(Reference: statista.com)

Based on the Statista survey findings in 2024, Apple Pay took the leading position in the biggest contactless payment brands at POS in the US. Cash App, Pay Pal, and Google Play followed the top brands with more than 30% of the share each.

Fitbit device US Manufacturer’s Suggested Retail Price

manufacturer-s-suggested-retail-price-msrp-of-fitbit-devices-in-the-united-states-as-of-september-2023

(Reference: statista.com)

Fitbit’s Sense 2 is the most expensive device, having the highest manufacturer’s suggested retail price at 299.95 US dollars, followed by Fitbit Versa 4 and Fitbit Luxe (gorjana special edition) equally at 199.95. On the other hand, Fitbit Ace has been shown to have a lower US MSRP of 79.95.

Number of Monthly Active Users

number-of-monthly-active-users-of-fitbit-from-2012-to-2023

(Reference: statista.com)

Over the last decade,  the number of users has increased significantly. Even during COVID-19, the brand performed very well by reaching 40.2 million active users. However, since 2022, Fitbit Statistics analysis has revealed that the number has been notably decreasing.

Fitbit Statistics By Demographics

By Age

fitbit-user-by-age-

(Reference: media.market.us)

Fitbit Statistics by demographics mention that most wearable smartwatch users belong to the 25 to 34-year-old age group, representing 25.93%. In addition, users from other age groups contribute less than 20%. The lowest number of users is 65 years and older.

By Gender

fitbit-usage-by-gender.

(Reference: media.market.us)

In addition to the consumer age Fitbit usage report, Fitbit Statistics by Gender show that there are more male users than females, representing 55.34% and 44.66%, respectively.

Most Used eHealth Tracker/Smart Watches By Brand

Brand

eHealth Tracker / Smart Watches

Apple

59%
Fitbit

26%

Samsung

21%
Google

11%

Amazfit

8%
ASUS

8%

Garmin

8%
LG

8%

Fossil

6%
Huawei

4%

Honor

3%
Xiaomi/Mi

3%

Misfit

2%
Moov

2%

Polar

2%
Tozo

2%

Other

4%

(Source: statista.com)

Apple, Fitbit, Samsung, and Google are the top major brands that have captured the majority of the US eHealth tracker/smartwatch market in 2024. Other brands have less than 10% of market share. Fitbit represents 26% popularity among US consumers.

Fitness Tracker Vendor Market Share

market-share-of-the-leading-fitness-tracker-vendors-in-the-united-states-in-2023-

(Reference: statista.com)

In the US fitness vendor market, Fitbit is second, capturing a 16% market share. Apple took first place, having a nearly 40% vendor market share in 2023. Samsung, Amazfit, Fossil, Withings, and AGPTEK each gained less than 10% share.

Top Health and Fitness Apps in the Google Play Store

In the worldwide Google Play Store’s leading health and Fitness market, Fitbit generated most of the revenue at 6,019,822 US dollars. MyFitness Pal and All Trails collectively generated more than 3 million USD in revenue.

App

Revenue (in US dollars)

Fitbit

6,019,822
MyFitness Pal: Calorie Counter

2,549,626

AllTrails: Hike, Bike and Run

1,498,588
Komoot – Hike, bike & Run

1,249,701

Strava: Run, Bike, Hike

1,130,248
YAZIO Fasting & Food Tracker

805,792

Flo Ovulation & Period Tracker

721,217
Calm – Sleep, Meditate, Relax

683,536

WeightWatchers

559,625
Headspace: Mindful Meditation

526,315

Calorie Counter by Lose It!

452,747
Geocaching

438,343

BetterMe: Health Coaching

390,392
Replika: My AI Friend

374,387

Peloton- Fitness & Workouts

367,335
Yoga-Go: Yoga for Weight Loss

344,090

Muscle Booster Workout Planner

292,353
Feelsy: Stress Anxiety Relief

289,146

Paired: Couples & Relationship

266,559
FitCoach: Fitness Coach & Diet

256,834

(Source: statista.com)

Leading Wearable Brands By Brand Awareness

Fitbit’s wearable brand popularity by usage rate in 2024, in the previous year, the brand awareness for the same recorded pretty low at 74% among US consumers.

Brands

Brand Awareness (in %)

Apple

91
Samsung

90

Sony

89
Adidas

89

LG

85
Fitbit

74

Michael Kors

61
Garmin

57

Fossil

52
ASUS

50

Huawei

49
Amazfit

32

Xiaomi

29
Oppo

24

Fitpolo

22
Honor

22

Realme

22
Blackview

19

Withings

19

(Source: statista.com)

Fitbit Statistics By Country

United Arab Emirates

market-share-of-top-digital-health-brands-in-the-united-arab-emirates-in-2023-by-brand.

(Reference: statista.com)

In 2023, Fitbit became the leading digital health brand in the United Arab Emirates, holding 12% of the market share. Surprisingly, other top brands performing well in other developed countries have been identified to have less than 10% of the market share in the UAE.

United Kingdom

leading-digital-payment-brands-ranked-by-brand-awareness-in-the-united-kingdom-in-2023.

(Reference: statista.com)

PayPal, BARCLAYS, and Apple Pay are the most well-known digital payment brands worldwide in the United Kingdom. Fitbit Pay is still in an emerging phase, with a popularity rate of merely 27%.

By Brand Awareness

fitbit-brand-awareness-usage-popularity-loyalty-and-buzz-among-wearables-users-in-the-uk-in-2023

(Reference: statista.com)

In 2023, 83% of the consumers in the United Kingdom knew about the Fitbit brand. However, it was popular with less than 40% of consumers. The usage rate for the same was reported to be 28%, while 22% of consumers were loyal to the brand. Fitbit Statistics studied to have a buzz in the UK market at 24%

China

Based on the Statista survey, Apple is the most used eHealth tracker/smartwatch brand in the USA, with 42% of the usage rate. However, Fitbit has made up to 4%, landing itself in the top 10 eHealth tracker brands in China.

Brand

Share of Respondents

Apple

42%
Huawei

35%

Xiaomi/Mi

16%
Amazfit

13%

Garmin

5%
Honor

5%

Fitbit

4%
Lenovo

4%

Dido

3%
Samsung

3%

Google

2%
OPPO

2%

Meizu

1%
Polar

1%

Ticwatch

1%
Vivo

1%

Xiao XUN

1%
Other

1%

(Source: statista.com)

France

most-used-ehealth-tracker-smart-watches-by-brand-in-france-as-of-march-2024

(Reference: statista.com)

As of March 2024, Apple was the leading eHealth tracker in France. However, its usage rate is still less than 40%. Furthermore, among French consumers, Garming and Samsung equally shared the market at 18%, followed by Fitbit at 14%.

Denmark

Leading Health and Fitness Apps in the Google Play Store by Revenue

App

Revenue (in US dollars)

Lifesum: Food Tracker & Diet

14,337
Strava: Run, Bike, Hike

13,648

Headspace: Sleep & Meditation

4,815

Fitbit

4,447

MyFitnessPal: Calorie Counter

4,196

YAZIO Calorie Counter & Diet

3,309
Clue Period Tracker & Calendar

2,490

Flo Period & Pregnancy Tracker

2,338
Calm

2,304

BetterMe: Health Coaching

1,041

(Source: statista.com)

By revenue, Lifesum is the leading health and fitness app in the Google Play store in Denmark, generating 14,337 US dollars. However, only 2 apps made more than 10,000 US dollars in revenue. Other apps performed significantly better but could generate barely 5,000 US dollars in the Denmark market.

Range of Fitbit Wearable Devices

Fitbit offers a variety of wearable devices designed for different user needs:

  • Fitbit Charge 5: An advanced fitness tracker with built-in GPS, heart rate monitoring, stress management tools, and sleep tracking. Price: approx. $179.95.
  • Fitbit Luxe: This fashion-forward fitness and wellness tracker costs approximately $149.95 and features sleep tracking, stress management, and heart rate monitoring.
  • Fitbit Inspire 3: This is a basic and affordable fitness tracker with essential health-tracking features like heart rate monitoring and sleep tracking. It costs approximately $99.95.
  • Fitbit Versa 4: This is a smartwatch with advanced health and fitness tracking, built-in GPS, music control, and a voice assistant. It costs approximately $229.95.
  • Fitbit Sense 2: This is a premium health smartwatch with advanced health features like ECG, stress management, skin temperature monitoring, and built-in GPS. Its price is approximately $299.95.
  • Fitbit Ace 3: This is a kids’ activity tracker with features tailored for children, including activity tracking, sleep monitoring, and parental controls. It costs approximately $79.95.

Fitbit Health Tracker Devices Trends

In 2024, demand for Fitbit health trackers continues to grow due to several factors:

  • Increased Health Awareness: Post-pandemic, consumers are more health-conscious, leading to higher demand for devices that monitor fitness and well-being.
  • Remote Health Monitoring: The growing acceptance of remote health monitoring is driving demand for wearables that can track vital signs and share data with healthcare providers.
  • Integration with Health Ecosystems: Fitbit’s integration with Google’s health ecosystem and other platforms makes its devices more appealing to tech-savvy users.
  • Corporate Wellness Programs: Companies are increasingly incorporating fitness trackers into their employee wellness programs to promote healthier lifestyles.

Fitness Wearable Technology Industry

The fitness wearable technology industry is experiencing robust growth in 2024:

  • Market Size: The global market for fitness wearables is projected to reach $40 billion, with a compound annual growth rate (CAGR) of 15%.
  • Key Regions: North America remains the largest market, followed by Europe and Asia-Pacific. Emerging markets in Latin America and Africa are showing significant growth potential.
  • Popular Features: Key features driving sales include heart rate monitoring, GPS tracking, sleep analysis, and stress management.
  • Consumer Preferences: Consumers prefer devices that offer a blend of style, functionality, and accurate health tracking.

Upcoming or New Launches of Fitbit

Fitbit is expected to introduce several new products and updates in 2024:

  • Fitbit Charge 6: An anticipated upgrade to the Charge series with improved sensors, longer battery life, and enhanced health tracking features.
  • Fitbit Luxe 2: A successor to the Luxe with additional wellness features and customizable fashion accessories.
  • Software Updates: Existing devices receive regular firmware updates to enhance functionality and introduce new features, such as improved sleep tracking and stress management tools.
  • New Health Metrics: Introduction of new health metrics and insights, leveraging Google’s AI and machine learning capabilities to provide more personalized health recommendations.

Conclusion

Fitbit Statistics offer valuable insights into both population health trends and individual wellness. Studies indicate Fitbit users tend to be more active, suggesting these devices can be effective motivators. Individual users can leverage Fitbit data to track progress, set goals, and identify areas for improvement in their activity levels, sleep, and overall health.

However, it’s important to consider potential limitations in data accuracy due to step counting errors and user adherence. Fitbit’s worldwide market share in 2024 reflects a competitive landscape. While Fitbit was once a leader, data suggests they’ve lost ground. Their market share is likely below 5%, with Apple, Samsung, and Xiaomi currently holding larger portions.

The overall fitness tracker market is still growing, but Fitbit may not be keeping pace. This suggests Fitbit needs to adapt and innovate to remain competitive in the wearables market.

FAQ.

What is Fitbit used for?

Fitbit monitors daily activities, including step count, heart rate, and calories burned. It is a smartwatch that can be worn on the wrist.

Is Fitbit losing the market in 2024?

Yes. The brand has been experiencing a notable decline in sales and revenue, as seen in these Fitbit Statistics. Market researchers believe that it is overpriced compared to its features, and the brand has been going through some controversies about handling sensitive health data.

How to connect Fitbit to Smartphone?

Initially, you need to download the Fitbit App from the App Store or Google Play Store. Once you sign in to your account, the screen will guide you through pairing the device with your smartphone

Ketaki Joshi
Ketaki Joshi

Ketaki Joshi is a professional medical writer with extensive experience in scientific research on illness, health, and healthcare. Her work includes creating feature articles for newsletters and websites, as well as research news stories for doctors and researchers. With a lifelong passion for reading, Ketaki transitioned from a career at a French multinational company to pursue writing professionally. Her dedication to the craft has culminated in the recent release of her first Amazon-published short story, "The Envelope That Changed Our Lives."

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