Consumers are embracing digital health and wellness devices, according to a new survey from Parks Associates. Adoption is steadily increasing within U.S. broadband households, the survey found, jumping from 26 percent in 2014 to 33 percent this year.
Fitness band maker Fitbit holds more than 50 percent market share and will likely continue to gain deeper customer roots due to the acquisition of FitSar earlier this year, the survey found.
The data shows that, when it comes to healthcare tools, consumers are becoming more savvy buyers, Harry Wang, director of mobile and health products research at Parks, told FierceMobileHealthcare in an exclusive interview.
"Fitness tracker manufacturers have improved software function, begun selling products through employers/insurers, which offer such devices with discount in exchange for usage compliance," he said.
Other highlights from the survey, which polled 5,000 broadband households, include:
- The top device owning segment include those consumers ages 25 to 44
- The biggest growth from 2014 to 2015 was among consumers 65 and older.
- Three-fourths of fitness device users take advantage of the tool at least one to three times a week.
- Sixty-eight percent of Fitbit owners use their devices every day, which is the highest use of any device brand.
"Fitbit may have done the right marketing to attract customers with stronger motivation for improving health or tracking personal fitness than other brands," Wang said, adding that Fitbit is improving software functions.
The company may also being doing well because of its appeal to other employers. As many as 20 companies are providing the devices to their employees.
Wang believes even greater consumer adoption of mHealth and fitness devices will take place as improvements are made to the consumer experience.
"There is no one secret move to dramatically increase device usage. It will be a combination of things doing right and click on with one another to offer the overall experience that consumer both enjoy and get motivated to repeat. I think all the fitness track brands are looking for that formula that works for their customers and comes in a variety of variations for personalization," he said.
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