Fitbit monthly active users 2012-2023

The number of active users of Fitbit generally increased from 2012 to 2023. In 2023, there were 38.5 million active users of Fitbit products who used their device at least once a week, down from 40 million registered a year before.

Fitbit active users – additional information

The health and fitness wearable segment is one of the most promising segments of the wearable market, creating opportunity for vendors in this particular niche. Shipment of smartwatches and fitness trackers is forecast to reach around 524 million in 2024. Due to the demand for this type of wearable, Fitbit, the California-based company which specializes in compact, wireless wearable technology for the health and fitness industry, has had successful results in the decade. Fitbit shipped about 21 million units in 2015, about 10 million more than the previous year. After the introduction of the Apple Watch, Fitbit lost its leading position to the tech giant, which controlled over 20 percent of the wearable market. In 2021, Fitbit was acquired by Google.

Since 2010, Fitbit has sold nearly millions of devices – 10.9 million units in 2014 alone. The suggested retail price of Fitbit devices varies from 80 U.S. dollars to around 300 U.S. dollars. As of September 2023, the Fitbit Sense 2 was the most expensive device, priced at almost 300 U.S. dollars. The Fitbit Versa 4 and Fitbit Luxe followed and cost around 200 U.S. dollars.