23 Jul 2014
Revealed: why consumers stop using fitness trackers
BY Jak Phillips
A new research paper examining why as many as one in three people ditch fitness trackers shortly after buying them, has found that better education of the benefits is key to ensuring more “happily ever afters” between consumers and their wearables.
The report, Perspective: The Consumer Experience — Why Consumers Stop Using Fitness Trackers from research firm IDC Health Insights, examined products from a range of companies, including Gruve Technologies, Fitbit, FitLinxx and BodyMedia.
The author found fitness trackers can play a key role in health and wellness programmes, but are only effective if the user is fully aware of what data the tracker will provide and how this can be used to change behaviour and achieve health goals.
In many cases, after an initial bout of excitement, consumers lose interest in the various functions of their tracker and stop using it. A number of factors contribute to why consumers lose interest, according to the report, including wearability, mobile application challenges, device look and feel, informational challenges, and other motivational challenges.
"If health and wellness programmes that use fitness and activity trackers are to be successful, they must create sustained interest among consumers to continue using these devices and their accompanying health applications," said Lynne A Dunbrack, research vice president at IDC Health Insights.
"Furthermore, careful attention must be paid to design to ensure ongoing consumer engagement and successful outcomes."
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