Fitbit brand profile U.S. 2023

How high is the brand awareness of Fitbit in the United States?
When it comes to wearables users, brand awareness of Fitbit is at 73% in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Fitbit in the United States?
In total, 29% of U.S. wearables users say they like Fitbit

What is the usage share of Fitbit in the United States?
All in all, 23% of wearables users in the United States use Fitbit.

How loyal are the users of Fitbit?
Around 18% of wearables users in the United States say they are likely to use Fitbit again. Set in relation to the 23% usage share of the brand, this means that 78% of their users show loyalty to the brand.

What's the buzz around Fitbit in the United States?
In October 2023, about 23% of U.S. wearables users had heard about Fitbit in the media, on social media, or in advertising over the past three months.

Get in-depth insights with our data on Fitbit's brand KPIs by generations, as well as the most important life aspects of Fitbit's customers.

Fitbit brand awareness, usage, popularity, loyalty, and buzz among wearables users in the United States as of October 2023

Characteristic	Share of respondents
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Number of respondents

856 respondents

Age group

18-64 years

Special properties

respondents who use wearables

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to wearables, which of the following brands do you like?
Brand usage: When it comes to wearables, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to wearables, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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