Fitness Technology Survey: Tech Buyers Have Big Impact on Fitness Market

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Posted Dec 21, 2016

Wearable technology is starting to take off, according to data from Mintel. And fitness bands and similar devices appear to be at the forefront of that growth. Especially now, with the holiday season in full swing and new year’s resolution season just around the corner, fitness technology is poised for even more growth. So how many consumers are interested in wearables and other fitness related technology? We asked 1,000 respondents about their thoughts on various fitness tech products.

fitness technology

Fitness Technology

In Ask Your Target Market’s latest survey, 69% of respondents said that they are generally concerned about health and fitness. And 66% think that technology can be helpful for maintaining good health and fitness.Overall, 22% of respondents said that they’ve made multiple health- or fitness-related purchases in the last year. And 21% have made one such purchase. Of those respondents, 23% said they’ve made multiple technology purchases related to health or fitness in the past year. And 35% have made one tech purchase related to health and fitness in that time. So more than half of those who have made health-related purchases have bought some kind of tech item.

Fitness Purchases

More specifically, 60% of fitness technology buyers said that they’ve bought wearable tech items. 49% have bought tech items intended to be used as workout equipment. 37% have bought health or fitness related mobile apps. And 25% have bought tech items for food preparation. Fitbit was by far the most popular brand among fitness technology buyers. But some also mentioned brands like Nike, Apple, Samsung, Garmin, Under Armour and Jawbone.

Future Purchases

Looking forward, 32% of respondents said that they’re at least somewhat likely to purchase health- or fitness-related technology items within the next year. Of those respondents, 57% said they are likely to purchase fitness wearables. 52% are likely to buy workout equipment. 36% are likely to purchase mobile apps. And 25% are likely to buy tech items for food preparation.

Key Takeaways

Technology does seem to be making a major impact on the market for health and fitness products, since more than half of buyers over the past year have purchased tech items. In addition, it seems that wearables are the most popular category among those tech consumers. However, those consumers seem fairly likely to purchase more than one type of fitness tech item. And those who already own fitness wearables and similar products are more likely than other consumers to plan on buying fitness tech again in the coming year. So for the brands that sell fitness technology products, it could be beneficial to encourage multiple purchases through things like product bundling or partnerships with other fitness brands.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Fitbit by Mack Male under CC BY-SA 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on December 16-21 via AYTM’s online survey panel.

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