INSIGHTS
- Fitbit had a total of 25.37 million users at the end of 2017, up from 23.24 million in 2016.
- Fitbit sees approximately eight million active monthly users to their app.
- Fitbit users engage with the app an average of 11 times per month, and 3.9 times per week.
OVERVIEW
Fitbit reported a total of 25.37 million users at the end of 2017, with only eight million of those users translating to active monthly users. The company has reported a retention rate of 82 percent overall. Specific data concerning the app's monthly,
weekly, and daily user-ship statistics have been input on the attached spreadsheet.
weekly, and daily user-ship statistics have been input on the attached spreadsheet.
METHODOLOGY AND CALCULATIONS
Where available, we have relied on user data provided directly by Fitbit, as well as by other industry reports such as Medium and TechCrunch. Annual usage data has been obtained from Statista, and is supported by reports from both Fitbit and TechCrunch for reliability.
Because Fitbit only reports user data annually, several of the requested data points had to be triangulated for this report. In some cases, no reasonable calculations could be made due to the limited data provided by Fitbit and other sources. Specifically, we were unable to calculate the app's monthly or daily retention rate based on the data provided by Fitbit and other sources. That said, the company has reported a week-to-week retention rate of 82 percent, which has been input into row 10 of the attached spreadsheet, for "monthly retention rate."
Fitbit reported in 2016 that the app saw approximately eight million active monthly users. While no data has been published concerning the number of weekly or daily active users of the app, we were able to triangulate an estimate based on the number of monthly users. Specifically, eight million was divided by 28 days per month to obtain an estimated 285,714.286 daily users; and by four weeks per month to determine an estimated two million users per week. These estimated data points have been input into the appropriate cells on the attached spreadsheet.
Further calculations were performed to estimate the number of times users engage with the Fitbit app each day. Specifically, reports show that users engage with the Fitbit app an average of 11 days per month, and 3.9 days per week. In order to obtain an estimate of the number of times users engage with the app per day, I divided the 3.9 weekly users by seven days in a week, to find that users visit the app an average of .56 times per day. This estimated data point has been input into the appropriate cell of the attached spreadsheet.
HELPFUL FINDINGS
Fitbit is reported as being the most popular fitness and wellness app in the United States as of the end of 2017, both on iOS and Android. Specifically, the company has reported that the Fitbit Charge 2 is their most popular product, and is in fact "the top selling fitness tracker in the U.S." Ultimately, the company dominates the wearable fitness market, accounting for 57 percent of all active monthly fitness app users.
As of July 2016, fitness apps overall were being downloaded about 50 thousand times per day, with Fitbit alone accounting for nearly 20 thousand of those downloads. Despite these impressive numbers though, the company's user engagement is below that of others in the industry. This may be in part due to the fact that Fitbit features a screen providing data to users, eliminating the need for them to check in with the app multiple times per day.
As with most fitness apps and wearable fitness trackers, Fitbit is most popular amongst women, with nearly 70 percent of users being female.
Ultimately, Fitbit's market share accounts for 19.2 percent of the wearable tech market, and they reported a revenue of $2.17 billion in 2016.