The novelty of fitness bands lasts 6 months

Fitness bandsForbes’ Mike Powell (no relation) has written about fitness bands and their appearance at the Consumer Electronics Show (CES). He explained that although 10% Americans now owns one, it’s less likely that you’ll see them on one-in-ten wrists:

At the panel, NPD’s VP of Connected Intelligence, Eddie Hold, noted that 42 percent of Fitness tracker owners abandon usage in the first six months. This is a very high rate of abandonment, mirroring the dropout rate at fitness centers.

I take one important lesson from this. “[The] high rate of abandonment [mirrors the] rate at fitness centers”. In other words, if you’re not committed, simply signing up to a gym or buying a FitBit isn’t going to change things. The people who buy a band as a solution rather than as a tool will be sorely disappointed.


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