The market for activity tracking devices has proved a difficult one. One of the major fitness device manufacturers, Jawbone, recently announced it was laying off 15% of its staff. Fitbit, the market leader in these devices, has seen its share price drop to nearly 50% of its peak just four months ago.
The challenge for all these companies has been how quickly users who buy a fitness device stop using them. With Fitbit, this “abandonment rate” is about 50%. This rate does go down, however, if users have linked with others through an app. In recent research at UWA, we have also found that people who take part in an “activity challenge”, where staff are motivated to get 10 000 steps a day for four months, are less likely to give up if they are a part of a team than if they participate as individuals.
Even in a short-term and organised activity, nearly 30% of those that signed up dropped out before the end of the challenge and stopped using their Fitbit devices.
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