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Fitness tracker devices market study

Ownership of fitness tracker devices in the U.S. grew from about four million users at the beginning of 2013 to an estimated to an estimated 15 million in 2014, according to research from Parks Associates. The sales of fitness tracker devices will reach 15.6 million units in 2015, according to Consumer Technology Association, formerly Consumer Electronics Association (CEA).

As the connected fitness tracker market grows, expect competition to mount not only from within but especially outside the market from other devices including smartwatches and smartphones/apps. In this study, you can learn more about the technology and market trends.

Fitness tracker devices market study

  1. 1. Fitness Tracker Devices Market Study Prepared by Kevin Huang Dec 26, 2015
  2. 2. Page  2 What’s a fitness tracker device?
  3. 3. Page  3
  4. 4. Page  4 Q3 2015 wearables market share Source: IDC
  5. 5. Page  5 Source: Popularity of wearables will continue to mount
  6. 6. Page  6 Strong sales, but high abandonment Source:
  7. 7. Page  7 Source: Profiles of current wearables owners Note: the survey was conducted before Apple Watch launch
  8. 8. Page  8 Source: Profiles of current wearables owners
  9. 9. Page  9 Most desired fitness device characteristics Source:
  10. 10. Page  10 Main influences on a health and fitness device purchase decision Source:
  11. 11. Page  11 • • • • • • • • • Source: What to look for in a fitness band
  12. 12. Page  12 Best fitness trackers 2015 $49.99$249 $149.99$99.99 $79.98$249.99 $179.99$149.95 $14.99$24.99 Source:
  13. 13. Page  13 Best fitness trackers 2015
  14. 14. Page  14 Best fitness trackers 2015
  15. 15. Page  15 Best fitness trackers 2015
  16. 16. Page  16 Best fitness trackers 2015 Source:
  17. 17. Page  17 Source:
  18. 18. Page  18 Fitness tracker devices - Fitbit Zip one flex charge chargeHR Surge MSRP Available colors/sizes $59.95 $99.95 $99.95 $129.95 $149.95 $249.95 4 3/S/L5/S/L4/S/L/XL102 Steps, calories, distance V Clock Sleep tracking Auto sleep tracking Silent wake alarm V V V V V V V V V V V V V Floor climbed V Multi-sport Caller ID Continuous heartrate V Active minutes Text notifications V V V V V V V V V V V V V V V V V V V Battery/life up to 7 days/GPS 10 hours5 days V Music control V 20.88mm x 24.36mm touch screenDisplay/Screen size OLED V V V VVV Auto exercise recognition VV GPS tracking V OLED 7-10 days5 days10+ days6 months LCD OLED LED
  19. 19. Page  19 Online advertising – Fitbit
  20. 20. Page  20 Fitness tracker devices - Jawbone Up Move Up2 Up3 Up4 MSRP Available colors/sizes $49.99 $99.99 $179.99 $199.99 5 299 Activity tracking V Steps/Calories burned Food logging/Sleep tracking Leaderboards/Duals Time V V V V V Smart Alarm V Heart health monitoring Sync wirelessly LED indicator Idle alert/Auto sleep detection V V V V Battery/life up to V V V Advanced sleep tracking 7 days7 days10 days6 months V V V VV V V VV V V V V V Time, status & progress Notification & status Notification & status Notification & status V V V V
  21. 21. Page  21 Online advertising – Jawbone
  22. 22. Page  22 Fitness tracker devices - Misfit Shine2 Shine Speedo Shine MSRP Available colors/sizes $99.99 $99.99 $79.99 $169 2 319 Activity tracking V Steps Distance V V V V V Vibrating Alarm V Take picture/music control/advance slides Sync wirelessly LED indicator V V V V Battery/life up to 6 months6 months6 months6 months V V VV V V VV V V V V Swarovski activity crystal slake set Ekocycle Shine $119.99 $49.99 71 V V V V V 6 months6 months V VV VV V V Flash $19.99$83.99 $24.99 4 V V V V 6 months V V Link $16.99$49.99 All come with 12 multicolor LEDs Calories burned Sleep tracking V Water resistant Up to 50 meters Watch function (clock) V Up to 50 meters V Swim Laps V V V Up to 50 meters Up to 50 meters V Up to 30 meters V V V V Up to 30 metersUp to 50 meters V V V V
  23. 23. Page  23 Online advertising - Misfit
  24. 24. Page  24 Fitness tracker devices – Garmin & Microsoft vivofit vivofit2 vivosmart vivosmart HR MSRP Available colors/sizes $69 & up $99.99 & up $149.99 $149.99 14 299 Display size WxH 25.5mmx10mm Display resolution, WxH Touch screen Accelerometer Music control Segmented LCD 25.5mmx10mm Segmented LCD 34.4mmx3.5mm Smart notifications (email, text…) Steps, distance, sleep Automatic sync Calories burned 25.3mmx10.7mm 160x68 pixels/OLED V Battery/life up to V V V Heart rate monitor 5 days7 days1+ yr1+ yr 128x16 pixels/OLED V V V V VV V V V V V optionaloptionaloptional V V V VV Floors climbed V Microsoft Band 2 $199.99 32mmx12.8mm 320x128 pixels /AMOLED V V 48 hrs V V V V V V V V 1 VV V V
  25. 25. Page  25 Online advertising – Garmin & Others
  26. 26. Page  26 A fitness tracker brand to watch - Moov Moov isn’t just a fitness tracker — it's a fitness coach
  27. 27. Page  27 Advertising – Moov Now
  28. 28. Page  28
  29. 29. Page  29 Source: Amazon fitness trackers product category page
  30. 30. Page  30 Activity type Amazon fitness trackers product category page
  31. 31. Page  31 Best-selling fitness trackers - Amazon Fitbit Garmin Jawbone Microsoft (as of Dec 20, 2015)
  32. 32. Page  32 Best Buy fitness trackers product category page
  33. 33. Page  33 Best Buy fitness trackers product category page
  34. 34. Page  34 Best-selling fitness trackers – Best Buy Fitbit Garmin Samsung Misfit (as of Dec 20, 2015)
  35. 35. Page  35 Walmart home health care product category page Fitbit Misfit (as of Dec 20, 2015)
  36. 36. Page  36 Source: Fitbit will remain king of the activity trackers Note: Fitbit said that nearly 80% of revenue came from the three most expensive products in the lineup that were launched within the past year, the Charge, Charge HR, and Surge.
  37. 37. Page  37 Competition will heat up for Fitbit Then there's Garmin, a company known mostly for its portable navigation devices and another potential Fitbit rival. Its "focus on citizen athletes with wearables for running, golf, swimming, hiking, and aquatics kept the company well entrenched," according to IDC. "With a deep and broad product portfolio and multiple price points, Garmin has been well-positioned to cover numerous market segments and address the rising fitness tracker category with its Vivo sub-brand of bands and watches.“ Garmin is already a popular choice among athletes. In a November 2015 Piper Jaffray survey of 221 U.S. athletes, 91 percent said they wear a watch when running, and 70 percent of those people named Garmin as their brand of choice. Fitbit was the top pick among people who wore dedicated fitness bands, with 73 percent of the market, according to the survey.
  38. 38. Page  38 Fitbit has some work to do. The newly-IPO'd incumbent of the fitness tracker castle was the biggest selling wearable in 2015, but there are pretenders plotting against it. From the far cheaper Xiaomi to the more innovative coaching style of Moov. The answer to the competition is a three-pronged protection of the crown: more advanced sensors to pick up the likes of stress and blood pressure, more insights from the gathered data for more specific coaching advice and, perhaps key, where other makers will struggle to match Fitbit, is bigger and better partnerships with fashion brands. Thought Fitbit was finished? Think again. Competition will heat up for Fitbit
  39. 39. Page  39 Fitbit will add 'advanced sensors' to maintain a competitive edge Fitbit also "plans to strike partnerships with fashion brands as it has done with Tory Burch in the past," Park told Time. Third-party developers could also integrate their software into more advanced Fitbit devices in the future. A Fitbit representative says the company is "looking at all of the critical imperatives for health and wellness, such as activity level, sleep, nutrition — and the connection to chronic diseases (diabetes, heart disease, obesity, and more) that impact the global population to see how we can further help people."
  40. 40. Page  40 Source:
  41. 41. Page  41 Smartwatches won't kill off dedicated activity trackers
  42. 42. Page  42 Wearable apps will become more sophisticated — and expensive However, with mounting pressure to keep activity- tracker prices competitive in 2016, it will be harder for the manufacturers to make profits, according to Henderek. One way to offset shrinking profit margins will be to charge monthly subscription fees for premium services and data, he says. Some companies already do. Fitbit's Premium Membership, for example, costs $50 a year, and gives subscribers personalized 12-week fitness plans and more detailed sleep reports, among other features.
  43. 43. Page  43 Athletes will embrace 'smart clothing'
  44. 44. Page  44 Niche wearables will become commonplace
  45. 45. Page  45 A focus on sleep in 2016 A wider variety of technology designed to not only track sleep but also improve it will hit the market. The "first-of-its-kind" Nuyu Sleep System ($500), for instance, adjusts the user's body temperature and warms him up as he goes to bed to help relax, then cools him off to increase the quality of sleep, according to the company.
  46. 46. Page  46 Activity trackers will remind more people to stand up
  47. 47. Page  47 Traditional watch makers will add 'smart' elements
  48. 48. Page  48 Hackers will target wearables Nearly three-quarters of IT professional respondents believe the risk of hackers targeting organizations via IoT devices, such as activity trackers, is medium or high, according to ISACA's IT Risk/Reward Barometer study. In particular, IoT devices are convenient targets for fraudsters who want to use ransomware, according to Christos Dimitriadis, international president of ISACA and group director of information security at Intralot.
  49. 49. Page  49 Apple Watch 2 The Apple Watch is the hottest wearable of the year. Perhaps, once again, the smart money is on the Apple Watch 2 to be another huge deal as the calendar ticks over. The first iPhone had no 3G or Bluetooth. What style gaps and feature flaws will the Apple Watch 2 set out to fill? We look forward to finding out.
  50. 50. Page  50 Xiaomi Massive in 2015 and even bigger in 2016 is what we say. The Chinese juggernaut was second only to Fibit in wearable sales but, with its move across to the West timed to coincide with Fitbit's assault on Asia, it's going to be fascinating to see who turns up trumps. 2016 will see the heart-rate monitor-toting Mi Band 1S, a ceramic tracker known as Amazefit and, surely, fruit from the long-standing rumour that Xiaomi will unveil its very first smartwatch. That will begin a shake-up like no other.
  51. 51. Page  51 Samsung Gear S2 The Gear S2 represents Samsung's real arrival on the smartwatch scene. It's a 2015 smash but its real legacy will be how brightly it burns in 2016. Samsung Pay is set to land some time soon but the real boon is the news that you'll be able to use the S2 with an iPhone and other Android devices. That opens up an enormous opportunity for both the Korean giants and for those iOS users whom are so far unconvinced by what the Apple Watch can do. Expect the fireworks to fly when Apple realizes that Samsung is eating its lunch.
  52. 52. Page  52 Tag Heuer Tag Heuer did it right - plenty of hype, the biggest of partners and an unsliceable wheel of cheese. All the these elements, plus old-fashioned good design, have meant that the Tag Heuer Connected is very credible and very good-looking smartwatch indeed, and it's promised new designs in 2016. It's the new blueprint that other smartwatch manufacturers are set to ape.
  53. 53. Page  53 Moto 360 Sport The New Year starts with this new sports watch on sale from December in Europe and January in the States. Only the second Android Wear watch to come with GPS, the Moto 360 Sport has a reasonable price tag, heart rate monitoring and, of course, also comes with all the usual smartwatch features.
  54. 54. Page  54 Striving to touch hearts and move markets, Frog has worked with Unicef in the Wearables for Good challenge as well as designing the hit Chinese smartwatch, Ticwatch. With clear ideas about the role wearables can play in society, expect big things from this ethical design and strategy firm which should be the hot company to work with next year. Frog
  55. 55. Page  55 Pebble Smartstraps In an inspired move, the Pebble Time now comes with the ability to accept smartstraps containing whatever gadgets and chips third party developers can dream up. Expect a flow of them throughout 2016.
  56. 56. Page  56 TomTom GPS is integral to proper sports tracking, and TomTom is set to transform itself into a sports brand in 2016. With 10 different sports products across running, fitness and golf, TomTom has the stripes it deserves. It's already worked for Garmin; 2016 is TomTom time.
  57. 57. Page  57 Xmetrics Xmetrics is the hottest swimming wearable in what is otherwise a fairly tepid pool. Designed for pros and enthusiasts, it sits on the back of your head to minimize drag and measures a broader set of bio-mechanics than any other swimming wearable. Between kick- turn times, breath counts, stroke efficiency - plus all the usuals - all fed back to you in real time audio; it's a far more detailed and complete platform than anyone's made before. It should sell big.
  58. 58. Page  58 Smart coaching The big frustration with fitness platforms is that those programs they assign to us are far too general and wearables in 2015 have begun to clue up to this. Moov has already tackled the problem and Fitbit has promised a bigger emphasis on coaching, too.
  59. 59. Page  59 Adidas We're going to see even more sensors in play from the German company next year. After the $239m investment in Runtastic back in August, we're expecting big things from Adidas over the next 12 months.
  60. 60. Page  60 Under Armour Under Armour is going all out attack on the world of sports goods, and wearables are its weapon. It partnered with HTC for the (missing in action)Grip and back in February, the US giant scoffed up three of the biggest fitness platforms - Endomondo, MyFitnessPal and MapMyFitness - to make the biggest online fitness community. It's since struck deals with sports retailers using those three app tools as tempters such that it can gain customer shopping data. With that Under Armour can ensure it's creating the very smart sports clothing that people are looking for, exactly when they're looking for it.
  61. 61. Page  61 Clothing+ Peak+ St. Petersburg-based tech company Jabil and its Peak+ programme is one of the biggest chances for getting smart clothing for sports done properly in 2016. Having acquired Clothing+, a Finnish expert that's been responsible for embedding the sensors into Adidas, Polar, Garmin and Philips equipment up until now, Jabil has assembled all the right pieces of the puzzle to bring this development on a pace. It's set to create the standard of how to build sensors into t-shirts and sports bras and how to record biometric data without sacrificing comfort.
  62. 62. Page  62 Nuzzle Part pet tracker, part insurance company; Nuzzle is the GPS collar that goes the extra mile when it comes to looking after your furry friends. Activity monitoring and GPS mapping feature alongside data on favourite walks and wellness stats in the companion app. Fetch.
  63. 63. Page  63 Women's wearables Yes, yes, yes; can we say yes again? Yes! Is it because there's an unusual amount of female top brass in the wearable world or just that the gap in the market is so utterly cavernous? We're not sure. Either way, we've seen a hint of it already, but 2016 will be the year that women get wearable. Why? Because companies are actually starting to cater for them in both style and size. The Moto 360 2, the Apple Watch, the Pebble Time Round have clued up to it, plus there's the growing availability of the smart jewellery, smart clothing products and the quantified fertility sensors.
  64. 64. Page  64 Life-saving wearables Wearables' unique position on the body make them more personal than ever before, and offer the chance for them to become real life savers. CrowdfundedAthena smashed its goal thanks to its promise to protect women via an alarm and GPS alerts. Cheaper sensors also help tech companies build for the developing world. From storing medical records or even warning people about floods and earthquakes, wearables are set to make a difference in 2016.
  65. 65. Page  65 Kids' wearable toys Disney is leading the line with making children's wearables and its Playmation wearable toys are set to be hot for 2016 with Iron Man first out of the blocks. The idea, much like The Void, is to turn everyday place spaces like homes and gardens into virtual game environments that you can change with every update and purchase.
  66. 66. Page  66 Wearable data in sports coverage The 2015 NFL season kicked off with all 1,696 players fitted with a set of RFID chips capable of sending back stats on position, pace, distance travelled and acceleration in real time. While it's great for sports scientists, 2016 will see TV networks wake up to the entertainment potential of the data. The NBA are supposedly keen and the right kind of kit is already in place in cycling and motorsports. The only question is whether the teams choose to grant access.
  67. 67. Page  67 Verily The newly rebranded Google Life Sciences already has some ambitious projects including its glucose-detecting contact lens. Google's also set to use tech to target cardiovascular disease, cancer and mental health problems too.
  68. 68. Page  68 Smartwatches untethered As smartwatches mature, the need for a constant digital umbilical chord to a smartphone starts to feel a little antiquated. The great separation is already underway with Android Wear and the Samsung Gear S2 both supporting e-SIMs, which tap into your pre-existing cell network at no extra cost. While the first untethered Android Wear device, the LG Watch Urbane Second Edition has been cancelled, we'd bet that every smartwatch brand with have an LTE version by the end of 2016.
  69. 69. Page  69 Hearables Ears are perfect for biometric measurements and a natural home for all those virtual assistants from the likes of Google, Amazon and Apple. Microsoft is working on a hearable called Clip, Jabra's CEO is in on the game, we're expecting a second crack at the Moto Hint and Bragi Dash is just about to ship. You heard it here first.
  70. 70. Page  70 Low-cost wearables Now that wearables have started to address the issues of design and function, it's now the cost that needs to be addressed. Xiaomi has shown that fitness tracking can be done on the cheap, and as the likes of Apple and Tag fight it out at the top, expect more manufacturers to do battle at the budget end of the market.
  71. 71. Page  71 Gesture control Gesture control is nothing new but it's only just starting to get good enough to enjoy. Forget the TV magic remotes, it's wearables that are embedding to make navigating your smartwatch, smartphone and everything else a whole lot more intuitive. Android Wear has introduced a few simple gesture controls, VR is going to need them to keep the experience natural and immersive and there are devices like the Myo armband looking to stake their reputations on it. Move over touchscreens. It's all about gestures.
  72. 72. Page  72 Mind reading tech Wearables have more or less bested the body, now it's time for them to master our minds. There have been only tentative steps with the likes of Thync and Muse but, with an interesting bunch of crowdfunded brain training start-ups ready to ship in 2016, it's going to be a fascinating time as we begin to get an idea of exactly what's going on inside our noodles.
  73. 73. Page  73 Medical grade consumer tech Digital health is an enormous opportunity for both the private and public sectors. More accurate, more constant and better respected measures of individual's biometrics mean both money- and life-saving. If you're the NHS, you can axe millions from your costs by ensuring that people are compliant with drugs. If you're an insurance company, you can price your premiums accordingly. If you're a tech giant you can capitalize with your health platform and data sales. Whomever you are, it's a winning situation. The only haunting figure is the spectre of possible identity theft; no small deal but perhaps no big problem.
  74. 74. Page  74 Invisibles We've been talking about it for years but the rest of the world needs to catch up on invisibles. Sensory tech is far easier to design when you don't have to worry about it looking great, so there are tech tattoos in development from Chaotic Moon, New Deal Design and more which might only need power from your movement or the current across your skin. And what they could learn from your sweat, we're sure to find out. You might be wearing an invisible in 2016 but, then, we'll never know.
  75. 75. Page  75 Blocks
  76. 76. Page  76 Stress detection What can fitness trackers record after steps and sleep? Well, 2016 will see your Fitbit keeping tabs on your stress levels as well as your activity. A trend towards clever coaching platforms piecing together our different biometrics - our sleep patterns, our heart-rate, even our galvanic skin response - and send users both warnings of stress levels and ways that, perhaps, we can try to reduce them. And stress is the focus for a number of companies. Fitbit is working on it, and Withings revealed that it had found stress metrics in its sensor data, which could feature on forthcoming devices to be announced at CES.
  77. 77. Page  77 Wearable payments The infrastructure is here but people aren't paying from their wrists – yet. But wearable payments are set to become the norm in 2016. A few million Apple Watches in the wild, Samsung Pay, Apple Pay, bPay, plus MasterCard backing the likes of Ringly and Nymi mean that there are going to be more ways to pay, and more securely than ever. With so many of the big players behind it, it's sure to be the year for wearable payments.
  78. 78. Page  78 Smart home platforms The smart home is here, but tying all these disparate gadgets together is still a challenge. Technologies like Zigbee, Z-Wave and Thread are now ready to sit in the background while the major players fight for control with their entire platform solutions. As we enter the ring in 2016, Samsung SmartThings, Apple HomeKit and Google Brillo will slug it out while the nimbler and more specialist Nest, Hive, Canary and co. will squabble over whose is the system to trust. It's the beginning of another format war of sorts. Which will you choose?
  79. 79. Page  79 Project Jacquard When it comes to connected clothing, there isn't a bigger partnership than Levi's and Google. The two giants teamed up in May to develop a way to take the physical interface away from your devices and onto your clothes, and the fruits of the marriage should be seen in 2016.
  80. 80. Page  80 Sonny Vu & Fossil Not only does this impressive partnership sound like a hip-hop act, it also represents two very big players in the field of wearable technology. Fossil got serious about smart kit when it launched the Q Founder and three fitness trackers. Buying up the already highly successful Misfit Wearables and its inspirational leader Sonny Vu for $260 million means absorbing a whole load of clever battery-saving and sleep tracking tech that it would have taken years to develop otherwise. Kept on as president of Misfit and CTO of all connected devices at Fossil, the voodoo that Vu does with that multinational weight behind him is going to be magic.
  81. 81. Page  81 Co-founder and CEO of Moov, Li has zipped from crowdfunded success to start-up superstar in less than two years. With her company now as firmly established as her reputation thanks to the fantastic Moov Now, the company is one of the hottest properties in fitness tech, and we'd be surprised if a huge sports brand doesn't swoop this year. Meng Li & Moov
  82. 82. Page  82 Christina Mercando d'Avignon & Ringly Ringly CEO Mercando d'Avignon is set for a storming 2016, after securing a fresh $5m in investment for her smart ring. With MasterCard mobile payment tech incoming along with new form factors, it looks like this lady's the diamond of smart jewelery.
  83. 83. Page  83 Intel's wearable tech reality show Under the working title of America's Greatest Makers, and set to air in 2016, is the rather bonkers sounding concept of Intel's reality TV show where the contestants are inventors and their turns are their wearable tech innovations. There's a $1m prize at stake and a format that seems to work with everything from singing to pottery, so who'd bet against it?
  84. 84. Page  84 Future wearables will be less … wearable