GUTCHECK

Health and Fitness Apps

Agile A6tudes & Usage™ Study
 TABLE OF CONTENTS

03 Background & ObjecHves

04 Methodology

05 ExecuHve Summary

10 Detailed Findings

25 Supplemental Findings

29 Appendix
2
 BACKGROUND & OBJECTIVES

Millennial consumers today are increasingly interested in maintaining

balanced and healthy lifestyles. Brands are taking advantage of these What apps are consumers using today to
healthcare trends by creaHng apps and tools to help consumers find influence their health and fitness regimes, and
the right program for their health and fitness goals, crowd-sourced
moHvaHon to encourage staying on track, and health Hps and advice. how can companies, who make these types of
The introducHon of social media to this generaHon has also created a apps, becer reach and message to their target
new resource that is available to consumers. Individuals are leveraging
social media pla]orms to acquire followers while creaHng brands and audience?
programs around their own healthy journey success. These individuals
don’t follow tradiHonal adverHsing methods, but are able to reach
consumers more directly because of their popularity through social ObjecHves:
media channels.
• IdenHfy key apps consumers use to influence and moHvate
Health and fitness has always been a craze, but adverHsing and media their current health and fitness regimes
consumpHon has become more accessible to consumers through • Topics to Explore: What consumers are able to learn
social media channels. AddiHonally, apps and devices that can track or track through these tools, what data they view as
progress and make data available have dramaHcally changed the way important to have access to
consumers learn and think about their own health. These • Determine why apps in this category are useful to
advancements make it incredibly challenging for companies to
understand the compeHHve landscape of the category, and to idenHfy consumers, and what features are “must haves”
what barriers and triggers exist for consumers to choose an app or • IdenHfy how consumers learn about these apps and what
tool to incorporate into their regime. would encourage them to consider incorporaHng a new
tool into their toolkit

3
 METHODOLOGY

This study was conducted via an online quanHtaHve survey. Each

survey lasted approximately 10 minutes.
Audience

Gender Male & Female

Method # of Respondents
Age 18-35

Agile A&U™ 700

Region Capture

Kids in HH Capture

Exercise Exercise at least weekly

Survey clicks were balanced to populaHon level data
Social Media Use Facebook, Instagram, or Twicer daily on Age, Gender and Region, to ensure a natural fallout
of the sample.

App Usage Use health and/or fitness app

Health and/or Fitness App Awareness

Capture
& Usage

4
EXECUTIVE
SUMMARY
 USER OVERVIEW
Most health and fitness app users have been using their apps for a couple
years or less, primarily to track weekly exercise in order to lose weight

Number of Apps
Frequency of Used For Length Used used
Usage Mo;va;on Exercise

35% 45% 41% 80% 60%

use a health and/or Use a health Have been using a Currently use
fitness app to lose and/or fitness health and/or more than one
weight exercise 4-6 ;mes a
week app solely to fitness app for 2 health and/or
track exercise years or less fitness app

6
 MOST USED APPS

Currently Fitbit, MyFitnessPal, and the iPhone Health app are the
most used among health and fitness apps

• Fitbit users are evenly split in gender with • MyFitnessPal users are predominantly • iPhone Health app users are also evenly
50% male and female users female, with 61% being women split in gender, with 51% female and 49%
• Users are split between using health and • The top reason for using an app among male
fitness apps to lose weight and just looking these users is to lose weight • 68% of users are looking to either lose
to track/be aware of health • Users of this app are more likely looking to weight or just track/be aware of health
• Users are more likely to use an app just for track food and exercise • 49% of these users selected lack of
exercise tracking • 48% of these users say ;me is a top mo;va;on and 49% selected ;me as the
• 51% of these users primary frustraHon with frustra;on to achieving their fitness goal top frustraHons with achieving their health
achieving their health and fitness goals is a • A third of these app users also use and/or fitness goals
lack of mo;va;on MapMyRun (a sister app of MyFitnessPal) • This app also has significantly more younger
• The top usage consideraHon among these showing connecHvity and collaboraHon Millennial users (18-24) than Fitbit and
users is ease of use and on average these between apps for different benefits is MyFitnessPal
users have less barriers to usage impac]ul
• Among these app users, cost appears to be
more of a barrier than others

7
 APP FINDINGS
TargeHng users on social media with a free trial and messaging that highlights unique features
for goal se6ng, weight, calorie, and exercise tracking will likely increase consideraHon

Learn About Usage Desired Data

Barriers Triggers Desired Features
Considera;ons Tracked

33% 52% 43% 39% 54% 30%

Say a monthly
Would try a
different app if it
said exercises/
Or so are looking
for some form of
Learn about new Are looking for a workouts
apps on social free app when subscrip;on had a new goal tracking;
cost has kept completed is the
media; 29% learned considering a feature they otherwise users
about the app they health and/or them from most important to
wanted; 37% if are less clear in
use most from the fitness app; 45% downloading/ track, followed by
they were given the features they
app store/Google are looking for one using an app calories and
a free trial of it prefer
Play that’s easy to use weight

8
 MESSAGING
Messaging should also vary by gender, especially if a brand is looking to create a
gender specific health or fitness app, as men and women look for different things

I exercise almost every day, and as a result look for a few apps to help me track and
complete a variety of workouts and stay up to date on my health. I’ll likely try a new app if
I think it looks higher quality, innovaHve, and compaHble with my other apps and devices–
but it will sHll need to track my exercise and heart rate. Either way if it’s really good quality
I may even be willing to pay for it!

I use health and fitness apps mostly to help me lose weight and track exercise. I track my
exercise when I have the moHvaHon to actually workout, but someHmes track my eaHng
too. I’m looking for an app that’s personalized to me, especially with goal se6ng. An app
that’s free or has a new feature is more likely going to interest me, especially if I see it on
social media or my friends and family tell me about it.

9
DETAILED
FINDINGS
 APP USAGE & AWARENESS (n=700)

Users are more familiar with and use FitBit, MyFitnessPal, and the
iPhone Health app the most
Older Millennials (25-35), Aided Awareness
men, and those with
78% children in general are more
aware of and use more apps Usage

63%

51%
42%
38%
34% 32% 31% 31%
27% 25%
22% 24%
17% 19% 16%
15% 13% 15% 14% 15%
12% 11% 10% 11% 12%
8% 8% 8% 7% 7% 6% 6% 6% 5% 3%

Which of the following health and/or fitness apps have you heard of before? Which of the following health and/or fitness apps do you currently use?

11
 MOTIVATION FOR USING HEALTH AND/OR FITNESS APP (n=700)

Losing weight or just tracking and being aware of health are the main
goals for using a health and/or fitness app
45% of women are
looking to lose weight
significantly more than
men, who are looking to
gain muscle in addiHon to
just tracking
30%
35%
To lose weight

To gain muscle/tone

To improve health condiHon (i.e.

6% use a health diabetes, high cholesterol, etc.)
and/or fitness app 11%
for compeHng with Solely to track and be aware of my
friends and family health and/or physical acHvity
or another reason 17%

Which of the following is the primary goal you have for using a health and/or fitness app?

12
 FRUSTRATIONS TOWARDS ACHIEVING HEALTH/FITNESS GOAL (n=700)

A lack of moHvaHon and Hme are the primary frustraHons towards

achieving a health or fitness goal
59% of women selected a lack
of moHvaHon as compared
with 37% of men

49%
46%

30%

21% 20%
15%
12%
9%
2%

Lack of moHvaHon Not enough Hme Money Lack of support Lack of knowledge UnrealisHc goals Technology N/A - I have no Other
frustraHons towards
achieving my health
and/or fitness goals

Which of the following, if any, is a frustration you have towards achieving your health and/or fitness goal?

13
 APP USED FOR (n=700)

Exercise tracking is by far the top use for a health and/or fitness app
48% of men use an app just for
exercise tracking compared to 35%
of women— 28% of women use
app(s) for food and exercise tracking

41%

22%
17%
14%

4%
1% 1%

Exercise tracking Food/nutriHon AND Food/nutriHon Exercise/workout Health Hps/advice Recipes Other
exercise tracking tracking ideas

Which of the following do you use a health and/or fitness app for most?

14
 LENGTH OF TIME USE (n=700)

A large majority of users have just started using an app in the past
two years or less
5%
Those who use mulHple apps
have been using their apps for a 15%
longer period of Hme showing
they’re more likely to adopt a 32%
new app in addi3on to their
current one(s) 6 months or less
1 to 2 years
3 to 4 years
5 or more years

48%

How long have you used a health and/or fitness app?

15
 FREQUENCY OF USE USE (n=700)

Health and fitness app users uHlize their apps regularly, most ozen
each day or every week
4%

18%

40% Every day

Those who exercise more
unsurprisingly also uHlize 4-6 Hmes a week
their app more frequently
1-3 Hmes a week
A few Hmes a month or less

37%

How often do you typically use a health and/or fitness app?

16
 MULTIPLE APP USERS (n=419)
60% of health and fitness app users are currently using more than one app;
among those 60% a majority use mulHple apps for different benefits
Number of Apps Currently Using (N=700) Reasons for using mulHple apps (N=419)

They provide different benefits (i.e.

one is for health/fitness tracking, 59%
8% another is for workouts etc.)

To track different things 49%

17% 40%

For different exercises/workouts 44%

35% To compare tracking/performance 42%

1 2 3 4 or more

Other 0%

How many health and/or fitness apps do you currently use? For what reason(s) do you use multiple health and/or fitness apps?

17
 LEARNED ABOUT APPS (n=700)
Users learn about new apps from social media and an app store, while they
learned about their most used app from friends or family or an app store

Apps used most ozen are

more likely to come from
Learned About New Apps
recommendaHons of friends/
37% of women learn about family showing that’s likely a
new apps on social media Learned About Most Used App
good way to increase trust
significantly more than the and usage
28% of men who do

33%
29% 29%
25% 24%
16% 14%
12%
4% 5% 3% 3% 1% 2%

Social media App store/Google Search engine Friends or family Television Magazine Other, please specify:
Play etc.

Which of the following best describes where you look to learn about new health and/or fitness apps? Which of the following best describes where you first learned
about the health and/or fitness app you use most?

18
 USAGE CONSIDERATIONS (n=700)
Most users are looking for a free app that’s easy to use, reliable, syncs with
their devices, and has the right features before trying it
58% of young
Free 52% Millennials consider an
app being free
Ease of use 45%
compared to 49% of
Reliability 33% older Millennials
Features 28%
Syncs with my device (i.e. acHvity/step trackers) 27%
Ability to use offline 16%
InnovaHon 14%
22% of men are also
Other people like it 13% looking for innovaHon,
Syncs with other apps 12% compared to only 7%
of women
Ad-free 11%
From a brand I trust 11%
Low monthly cost 11%
Connects with social media 8%
From a person and/or role model I admire 7%
Other 0%

Please select up to 3 attributes you consider when downloading or selecting a health and/or fitness app.

19
 BARRIERS (n=700)

A monthly subscripHon cost is by far the leading barrier health and

fitness apps will have to overcome
Monthly subscripHon cost 43%

Bad app reviews 32%

Found a becer opHon 28%

One Hme purchase cost 27%

App funcHonality was poor (i.e. kept crashing/freezing) 27% Less frequent exercisers,
mulHple app users, young
Wasn't easy to use/navigate 25% Millennials, and women on
average selected more barriers
Wasn't compaHble with my current phone/tablet device 18% than their counterparts

N/A - There is nothing that has kept me from downloading 15%

Didn't sync with other devices (i.e. acHvity/step trackers) 14%

Didn't sync with other apps 13%

My friends/family don't use it 9%

Does not connect with social media 8%

Other, please specify: 1%

Please select up to 3 attributes you consider when downloading or selecting a health and/or fitness app.

20
 TIGGERS (n=700)

Some sort of new and/or unique feature or aspect of a health and

fitness app would likely increase usage consideraHon
If I wanted to try something new 42%
46% of women are
If there was a new feature that I was looking to get 39% likely to try a new app
to try something new,
If I was given a free trial of it 37% as compared to 37% of
men
If I had a bad experience with my current app(s) 28%

Significantly more men If the sozware was compaHble with the device I have 28%
than women are also
looking for device and If I saw a demo of this product 27%
app pairing If the sozware paired with other devices (i.e. acHvity/step
compaHbility 22%
trackers)
If I got a discount on the cost of the app 18%

If it was endorsed by a person and/or role model I admire 18%

If I wanted to stay on top of the latest trends 17%

None of the above 4%

Other 0%

Please select up to 3 attributes you consider when downloading or selecting a health and/or fitness app.

21
 DESIRED DATA TO BE TRACKED (n=700)

Exercise completed, the calories consumed and exerted, and weight

are the top 3 most important items that should be tracked

NOT Ranked in
Top 3 46%
56% 57%
65%
72% 74% 75%
Ranked in Top 3 83% 84% 88%
54%

44% 43%
35%
28%
26% 25%
17% 16%
12%

Exercises/workouts Calories (food and Weight Steps NutriHonal Sleep Heart rate Water consumed Body measurements NutriHonal info. by
completed exercise) informaHon macronutrients

Below is a list of attributes you may have the ability to track and/or access through a health and/or fitness app. Please rank your top 3 attributes in order of which attributes are
most important to you to track or view. Rank 1 is the most important attribute, rank 2 is the second most important attribute, and rank 3 is the third most important attribute.

22
 FEATURE APPEAL (n=700)
Health and fitness app users are looking for goal se6ng and educaHonal
content like Hps, advice, or instrucHonal videos for workouts

NOT Ranked in
Top 3 67% 70% 72% 74% 75% 75% 76% 78% 79% 81% 81%
88% 88%
95%
Ranked in Top 3

33%
30% 28% 26% 25% 25% 24% 22% 21% 19% 19%
12% 12% 5%

Below is a list of potential features a health and/or fitness app could have. Please rank your top 3 features in order of which features are most important to you in a health and/or
fitness app. Rank 1 is the most important attribute, rank 2 is the second most important attribute, and rank 3 is the third most important attribute.

23
 WAYS TO IMPROVE (n=700)

Health and fitness apps can improve percepHons through more

accurate tracking, personalizaHon, and becer quality
43% of young
More accurate tracking 38% Millennials are looking
for more accurate
More personalizaHon 37% tracking compared to
36% of frequent 35% of older Millennials
exercisers are looking Becer quality 34%
for becer quality,
compared to 28% of less Easier to use 30%
frequent exercisers
More innovaHve 27%

Lower price 25%

Becer value 20%

41% of women are looking for
Becer connecHvity with other devices (i.e. acHvity/step
17% more personalizaHon, while 40%
trackers)
of men are looking for becer
Becer connecHvity with other apps 15% quality— and both are looking
for more accurate tracking
N/A - I can't currently think of an improvement 8%

Other, please specify: 2%

Please select up to 3 improvements, if any, that would increase your satisfaction with your current health and/or fitness app(s)?

24
SUPPLEMENTAL
FINDINGS
 PRICE (n=178)
While some of those users who are looking for a lower price aren’t interested in
paying anything, more than half are sHll willing to pay something

One Time Payment

Monthly Payment

Older Millennials and men

are more likely to be willing
44% to pay more for a health
and/or fitness app
35%
33%
26%
20%
16%
13%
7%
3% 4%

Not willing to pay anything $0.99-$1.99 $2.00-$4.99 $5.00-$7.99 $8.00 or more

You mentioned that a lower price would be one improvement that could increase your satisfaction with health and/or fitness apps. When it comes to each of the
situations below, how much are you willing to pay for it?

26
 UNAIDED AWARENESS (n=700)

The top brand health and fitness app users are aware of, unaided, is
MyFitnessPal, followed by Fitbit, iPhone Health, and Weight Watchers

Which health and/or fitness apps have you heard of before?

27
 UNMET NEEDS (n=700)

Health and fitness app users are looking for a variety of things when it
comes to tracking, personalizaHon, and heart rate features

Thinking about the health and/or fitness app you use most often, what, if anything, would you like this app to be able to do/offer in the future?

28
APPENDIX
 APPENDIX: SAMPLE DEMOGRAPHICS

Gender Children in HH Exercise

Male 47% Yes 50% Every day 24%

Female 53% No 50% 4-6 Hmes a week 45%

1-3 Hmes a week 31%

Age A few Hmes a month --

Under 13 -- Region Never --

13-17 -- Midwest 21%

18-24 33% Northeast 19%

25-34 67% South 38%

35-44 -- West 23%

45-54 --

55-64 --

65+ --

30
 APPENDIX: SAMPLE DEMOGRAPHICS

Social Media App Types

Facebook 91% App for health and/or fitness 100%

Instagram 73% App for financial tracking, budgeHng, and/or online banking 66%

Twicer 50% App for scheduling, calendars, meeHng management etc. 62%

LinkedIn 21% App for lists (i.e. grocery, to do, etc.) 59%

Pinterest 36% App for image ediHng, filtering, collages, etc. 59%

Snapchat 58% None of the above --

None of the above --

31