Health & Fitness App Users Are Going the Distance with Record-High Engagement

·
Flurry reviewed
the health & fitness app industry based on app usage (Flurry tracks over
1,000,000 apps across all app categories, providing insights into 2.1 billion
devices).

·
To investigate
current trends, Flurry examined health & fitness categories combining iOS
and Android data.

Singapore, September 8, 2017: Flurry
from Oath, today announced the current trends and opportunities for health
& fitness app developers globally. As smartphone users have diversified
their app usage, health & fitness apps have become a vital tool to make
their lives healthier. In the last three years, health & fitness apps usage
grew by over 330%. Users are continuously tracking workouts, signing up for
classes, and keeping in touch with their general health.

Flurry
data shows that of active health & fitness app users, 96% are using only
one health & fitness app. As seen in Flurry’s app loyalty matrix,
health & fitness apps show the highest retention rates across all
categories. This indicates that users are dedicated to their fitness apps once
they start using them.

Over
75% of active users open their health & fitness app at least two times a
week. Also, there is a remarkably high percentage of Fitness App Addicts: more
than 25% of users access their fitness apps more than 10 times a week. As a
result, this frequency of usage drives up overall category engagement. For app
developers, this presents an attractive opportunity to capitalize on users’
frequent engagement and boost monetization.

Since
2014, Flurry has seen massive growth in the health & fitness app category. In
just three years, usage grew by over 330%. However, since 2016, growth has
slowed down: with a year-over-year growth of 178% from 2014 to 2015, the health
& fitness app category only grew by 9% from 2016 to 2017. This correlates
with the trends of the overall app industry.

The
largest subcategory, workout & weight loss, shows a significantly slower
growth than in the previous year: year-over-year growth is down from 67% in
2015 to 11% in 2016. The other major subcategory, general health, revealed
stagnation in the last two years. While nutrition apps declined in the last
year, there is a 49% growth for studio & fitness content apps. The negative
trend of nutrition apps is likely influenced by studio & fitness content
apps that are offering nutrition content in addition to their core focus.

Track,
Set, Go: Workout & Weight Loss Apps Gain Market Share
Workout & weight loss apps account for 73% of all health & fitness app
sessions. This represents a substantial gain from a 55% share in 2014. Working
out and tracking weight loss are key use cases for health & fitness app
users. While general health apps still held a usage share of 41% in 2014,
workout & weight loss apps have eaten away large portions of it within the
last three years. Wearables, such as fitness bands and smartwatches, have been
key growth drivers for that development. According to Kantar Worldpanel ComTech,
15.6% of consumers owned a smartwatch or fitness band in December 2016.

Studio
& fitness content apps registered the largest percentage increase in the
category: Since 2014, studio & fitness content apps grew by over 830%. In
2014, studio & fitness content apps were accountable for 2% of all health
& fitness sessions. By 2017, the share increased to 5%. Users continuously
declared that they want to arrange their studio visits through a mobile
application. This trend makes it crucial for gyms and studios to offer an app
that lets their users conveniently schedule their workouts and classes.

Fitness
app usage can be described as highly seasonal: in the last months of a year,
fitness app usage declines and hits rock bottom when the holidays approach.
December 25th marks the lowest activity with 57% less usage than the most
active day of the year, which is August 8. Usage picks up again in January
after users have made their New Year’s resolutions and set their fitness goals
for the coming year, and it builds up toward the summer, peaking in August. In
the last three years, August has always been the most active month by an
average of 23% higher usage than the yearly average. From September on, usage
decreases again toward the holiday season.

Fitness
app activity throughout a week strongly aligns with user workout habits. Users
are most motivated to work out from Monday through Wednesday. Once the weekend
nears, app usage declines; Saturday marks the lowest activity by 10% fewer
sessions than the weekly average.

Flurry
data shows that health & fitness app usage peaks in the morning and
evening. People work out before or after heading to work. According to Fitbit, the
busiest gym workout times are between 9-11 am and 5-8 pm. Surprisingly, the
highest app usage period occurs at around 10 pm. While some people are doing a
late-night workout, others might be reviewing their daily activity or planning
their next day. For developers, this represents a unique opportunity, as this
is a rather unusual peak time for engagement. App developers can leverage the
higher engagement for specific marketing and re-engagement tactics.

The
future of health & fitness apps and tips for app developers
Health
& fitness app users are the most loyal users in the app industry, with high
retention rates, engagement, and frequency of usage. A significant share of
heavy users with more than ten sessions per week drives constant engagement.
That makes this market segment very attractive for app developers. On the other
hand, it can also be hard to acquire active users given people typically stick
to one fitness application. Fluctuating engagement levels make it crucial for
developers to focus on peak times during weekdays in the morning and evening.

Gartner forecasted that
there would be over 310 million wearables sold in 2017, which would be an
increase of 16.7% to 2016. A study from PwC shows
that the number one reason for people purchasing a wearable device is health.
This indicates a substantial growth opportunity for health & fitness app
developers in the next year.