Wearable brands

Fitbit brand profile in the U.S.

Fitbit, a key player in the U.S. wearables market, has a brand awareness above 75 percent among wearables owners, however, only less than a third rate it as popular and only 25 percent use it. The brand's loyalty score in the wearables audience is below 20 percent, indicating room for growth. Fitbit's awareness, usage, and appreciation are notably higher among Baby Boomers than among younger generations. Interestingly, the life priorities of Fitbit users, such as valuing a happy relationship and leading an honest life, do not significantly differ from non-users.

Brand KPI profile

A well-known fitness companion with room for growth

Fitbit boasts a high brand awareness of 73 percent among U.S. wearbles users. However, less than 30 percent of the respondents rate the as popular, and less than a quarter have used it. The brand's loyalty score sits at 18 percent. The buzz around Fitbit is fairly consistent with its usage. This suggests that, while Fitbit is a well-recognized brand, it has potential for growth in popularity, usage, and loyalty.

Generations

Finding favor with the fifties and beyond

Fitbit shows a notable increase in brand profile parameters across different generations, with the highest scores in the Baby Boomer generation. Compared to Gen Z and Millennials, the brand is more recognized, used, and appreciated by the older generations. Specifically, Baby Boomers demonstrate the highest awareness at 92 percent, popularity at 52 percent, and usage at 46 percent. The younger generations, while familiar with the brand, show less usage and loyalty, indicating an area of potential growth for Fitbit.

Life values

Safety and security are more important to Fitbit users

Over 50 percent of Fitbit users prioritize having an honest and respectable life, which makes it the most important aspect in life for this group, closely followed by safety and security. Advancing their careers and making their own decisions seem to be less important to Fitbit users compared to non-customers of the brand.

Published November 20, 2023

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