Fitbit Statistics By Users, Usage, Retail Price, Import, Export and Facts

Introduction

Fitbit Statistics: Fitbit is a California-based company specializing in compact, wireless wearable technology designed for health and fitness tracking. Founded in 2007 by James Park and Eric Friedman, the company quickly rose to prominence in the growing wearable tech market. Fitbit’s first product, the Fitbit Classic, was introduced to consumers in 2009, marking the beginning of its success. By 2010, Fitbit generated revenues of USD 5 million, which grew rapidly, reaching over USD 2 billion by 2016. However, despite this impressive growth, Fitbit experienced a decline in sales, with revenues dropping to just over USD 1 billion by 2023.

Throughout its journey, Fitbit has sold over 143 million devices globally and recorded approximately 128 million registered users in 2023. Despite offering devices at a lower price point than many competitors, the company has faced increasing competition from major brands such as Apple, Xiaomi, and Huawei. Apple, in particular, dominated the wearable device market with nearly 20 percent of the market share by early 2024.

To secure a stronger foothold in the industry, Alphabet Inc., Google’s parent company, acquired Fitbit in early 2021 for USD 2.1 billion. This acquisition was Google’s fourth-largest and paved the way for new product integrations. Fitbit’s technology was incorporated into Google’s Pixel Watch, featuring key elements like the Fitbit app, health sensors, and heart rate monitoring capabilities. This strategic move has positioned Google to become a more established player in the wearables market while providing Fitbit an opportunity to regain its competitive edge.

Fitbit’s evolution from a pioneering fitness tracker brand to part of Google’s ecosystem highlights its significance in the global wearable tech industry, despite facing challenges from competitors and market shifts.

Editor’ Choice

• Fitbit rebranded to Google Fitbit on 18th March 2024.
• Fitbit’s revenue in 2023 was USD 1.04 billion, representing a 10% decrease compared to the previous year.
• In 2023, 6.6 million Fitbit devices were sold globally, showing a 28% decrease from 2022.
• By the end of 2023, 128 million users were registered worldwide with Fitbit.
• In June 2023, Fitbit was the top-grossing health and fitness app on the Google Play Store, generating USD 6.01 million in revenue.
• Monthly active users of Fitbit in 2023 amounted to 38.5 million, reflecting a 3.75% decrease compared to the previous year.
• The total number of Fitbit app downloads surpassed 50 million as of 2023.
• In the United States, Fitbit’s brand awareness among other wearable owners reached 75%.
• Around 96.10% of users preferred Fitbit devices for accurate daily activity tracking, such as steps, distance, and calories burned.
• In March 2024, Fitbit.com had 15.4 million total visits, which was a 1.29% increase from the previous month, with a bounce rate of 47.19%.
• In 2013, Fitbit launched a fitness tracker with a heart-rate sensor, followed by the addition of new sensors for EDA, temperature, sleep, and menstrual cycle tracking.
• Fitbit went public in June 2015, surging from a USD 4 billion company to USD 9.7 billion by the end of the year.
• Fitbit acquired Pebble in 2017 for USD 23 million, as the wearables market faced increased competition.
• In 2023, Fitbit made USD 1 billion in revenue, a 10% decrease from 2022.
• In 2023, 38 million people used Fitbit products once a week.
• The shipment of smartwatches and fitness trackers is forecast to reach 524 million units by 2024.
• Fitbit shipped 21 million units in 2015, 10 million more than the previous year.
• The retail price of Fitbit devices ranges from USD 80 to USD 300.
• As of September 2023, the Fitbit Sense 2 was the most expensive device, priced at nearly USD 300. The Fitbit Versa 4 and Fitbit Luxe followed, each costing around USD 200.

About Fitbit

The company, founded by James Park and Eric Freidman, was named Healthy Metrics Research, Inc. on 26^th March 2007 and is headquartered in San Francisco, California. Later, the name changed to Fitbit, Inc. This is an American consumer electronics and Fitness Company that offers wireless-enabled wearable technology, fitness trackers, and physical fitness monitors that offer daily activity levels, sleep patterns, heart rate, and more.

List of Products:

• Trackers: Fitbit Ace range, Fitbit Charge 5, Fitbit Luxe, Fitbit Inspire 3, and Fitbit Charge 6.
• Smartwatches: Fitbit Versa 2, Fitbit Versa 3, Fitbit Sense, Fitbit Versa 4, and Fitbit Sense 2.
• Smart scales: Fitbit Asia Air

General Fitbit Statistics

• In January 2021, Google acquired Fitbit for around $2.1 billion and absorbed it into its hardware segment.
• According to Fitbit Statistics, only one product, the Fitbit Charge 6, was launched in 2023.
• By 2025, all legacy Fitbit users will have to move their data over to a Google account.
• The global Fitness Tracker market will be $187.20 billion by 2032, with a CAGR of 17.3% from 2023 to 2032.
• A report published by Statista states that in September 2023, the United States Fitbit device manufacturer suggested that the retail price of Fitbit Sense 2 was $299.95 and Fitbit Ace 3 was $80.

(Source: statcdn.com)

• As per a survey done by Statista in September 2023, the United States Fitbit fitness tracker users accounted for a 27% share.
• On the other hand, user shares of other brands are Apple (59%), Samsung (21%), Google (12%), LG (10%), Garmin (9%), ASUS (9%), and Amazfit (8%).

Fitbit Statistics by Users

(Reference: market.us)

• Per Fitbit Statistics, around 96.10% of users preferred using Fitbit devices, which enable accurate tracking of daily activities such as step counts, distance covered, calories burned, etc.
• Almost 86% of users use this device to monitor sleeping records, such as duration, quality, and stages.
• 87% of users utilized Fitbit to monitor heart rates and overall cardiovascular health.
• Moreover, 65% of users use it to set personal goals, track progress, and receive motivational notifications.
• Approximately 45% of users engage with social features such as connecting with friends, participating in friendly competitions, etc.

By Age

(Reference: market.us)

• According to Fitbit Statistics 2023, around 15.79% of Fitbit users were between 18 and 24 years old.
• Besides, other age groups of users share, followed by 35 to 44 years (19.40%), 45 to 54 years (16.08%), 18 to 24 years (15.79%), 55 to 64 years (12.94%), and above 65 years (9.87%).

By Gender

(Reference: market.us)

• Comparatively, males are the most users of Fitbit devices in 2023, with a share of 55.34%
• However, female users’ share turned out to be 44.66%.

Fitbit Monthly Active Users

Year	Users (mm)
2014	6.7
2015	14.9
2016	23.6
2017	29
2018	33.8
2019	38.3
2020	40.2
2021	41.5
2022	40
2023	38.5

• Fitbit had 38.5 million active users in 2023, reflecting a 3.75% decrease compared to the previous year.
• In 2014, Fitbit had 6.7 million monthly active users.
• In 2015, this number grew to 14.9 million.
• By 2016, Fitbit reached 23.6 million monthly active users.
• In 2017, the number of active users increased to 29 million.
• In 2018, Fitbit had 33.8 million active users.
• 2019 saw further growth with 38.3 million monthly active users.
• In 2020, Fitbit reached its peak with 40.2 million active users.
• By 2021, Fitbit had 41.5 million monthly active users.
• In 2022, the number of active users decreased slightly to 40 million.
• By 2023, Fitbit’s active users dropped further to 38.5 million.

Fitbit Registered Users

Year	Registered users (mm)
2014	11
2015	29
2016	50
2017	75
2018	85
2019	90
2020	98
2021	111
2022	120
2023	128

• In 2014, Fitbit had 11 million registered users.
• In 2015, the number of registered users increased to 29 million.
• By 2016, Fitbit had reached 50 million registered users.
• In 2017, the number of registered users grew to 75 million.
• In 2018, Fitbit registered 85 million users.
• By 2019, the user base increased to 90 million.
• In 2020, the number of registered users grew to 98 million.
• By 2021, Fitbit had 111 million registered users.
• In 2022, the number of registered users reached 120 million.
• As of 2023, Fitbit had 128 million registered users, adding 8 million users in the year.

Fitbit Fitness Market Share

(Reference: businessofapps.com)

• Apple Fitness captured the highest market share of 29% in 2023.
• Furthermore, other Fitness market shares of health and fitness trackers are Leap Fitness Group (22%), Google Fit (15%), Fitbit (12%), Welltech (4%), and others (18%).

Fitbit Device Statistics by Retail Price

(Reference: statista.com)

• The United States Fitbit manufacturer suggested the retail price of Fitbit Sense 2 was $299.95 in September 2023.
• The retail prices of other Fitbit devices are Fitbit Luxe (Gorjana special edition) ($199.95), Fitbit Versa 4 ($199.95), Fitbit Charge 5 ($149.95), Fitbit Luxe ($129.95), Fitbit Inspire 3 ($99.95), and Fitbit Ace 3 ($79.95).

Fitbit Popularity Statistics by Key Performance Indicator

(Reference: statista.com)

• Fitbit Statistics have claimed that in the United States of America, more than 73% of health and fitness tracker users used Fitbit in 2023.
• The popularity score of the Fitbit brand was 29% share.
• In addition, Fitbit’s other KPI shares are ownership (23%), Loyalty (18%), and Buzz (23%).

Fitbit’s Audience Statistics by Generation

(Reference: statista.com)

• Based on KPI, Fitbit users by generation are Awareness: Gen Z (67%), Millennials (71%), Gen X (78%), and Baby Boomers (92%).
• Popularity: Gen Z (25%), Millennials (25%), Gen X (34%), and Baby Boomer (52%).
• Usage: Gen Z (17%), Millennials (22%), Gen X (25%), and Baby Boomers (46%).
• Loyalty: Gen Z (12%), Millennials (15%), Gen X (21%), and Baby Boomers (40%).
• Buzz: Gen Z (18%), Millennials (20%), Gen X (30%), and Baby Boomers (29%).

Important life aspects of Fitbit owners

(Reference: statista.com)

• In the U.S., an honest and respectable life is the main aspect of Fitbit users, with a 51% share in 2023.
• Based on Fitbit statistics, other life values of Fitbit users are a happy relationship (45%), safety and security (46%), success (35%), freedom to make their own decisions (27%), having a good time (32%), learning new things (28%), advancing career (11%), traditions (15%), and social justice (14%).

Fitbit Statistics By Import and Export

• As per a report analyzed by Volza, the worldwide shipment of Fitbit recorded around 9.2K, which were imported by 1,082 global buyers and exported by 622 suppliers.
• Importing Countries of Fitbit products in November 2023 were India (3,671 shipments), the Philippines (723 shipments), and Peru (655 shipments).
• The top 3 import product categories of Fitbit are HSN Code 85176290, HSN Code 91021200, and HSN Code 90318000.
• In December 2023, the exporter countries of Fitbit devices were China (4,890 shipments), Vietnam (1,206 shipments), and the United States (1,172 shipments).
• The top 3 export product categories are HSN Code 85176290, HSN Code 90318000, and HSN Code 91021200.
• Fitbit Statistics further states that global buyer’s shipments of Fitbit were Philippines (403), India (85), Vietnam (80), Cosa Rica (77), Pakistan (66), and Ecuador (66).
• Meanwhile, Suppliers countries were India (3671), Philippines (723), Peru (655), Vietnam (583), Singapore (517), the United States (474), and Costa Rica (407).

Health and Fitness Apps Statistics

(Reference: statista.com)

• As of June 2023, in the Google Play Store, the top-grossing health and fitness app was Fitbit, resulting in $6.01 million in revenue.
• Whereas, revenue accounted by other android health and fitness apps are MyFitnessPal: Calorie Counter ($2.5 million), AllTrails: Hike, Bike and Run ($1.49 million), Kamoot-hike, bike and run ($1.24 million), Strava: Run Bike, Hike ($1.13 million), YAZIO Fasting and Food Tracker ($805,792), Flo Ovulation and Period Tracker ($721,217), Calm – Sleep, Mediate, Relax ($683,536), WeightWatchers ($559,625), Headspace: Mindful Meditation ($526,315), Calorie Counter by Lose It! ($452,747), Geocaching ($438,343), BetterMe: Health Coaching ($390,392), Replika: My AI Friend ($374,387), Peloton-Fitness and Workouts ($367,335), Yoga-Go: Yoga For Weight Loss ($344,090), Muscle Booster Workout Planner ($292,353), Feelsy: Stress Anxiety Relief ($289,146), Paired: Couples and Relationship ($266,559), and FitCoach: Fitness Coach and Diet ($256,834).

Fitbit Website Statistics By Country

(Source: similarweb.com)

• As mentioned in Fitbit Statistics, the highest user base captured by Fitbit.com was the United States, with a share of 65.9%, with a decrease of 1.38% in total visitor share approximately in March 2024.
• The user base share is followed by the United Kingdom and Canada, with 6.71% (-4.21%) and 5.17% (-5.51%), respectively.
• Furthermore, user shares of Japan = 4.34% (+10.5%), and Germany = 2.95% (8.32%).
• Other countries collectively made a visitor share of 14.93% on fitbit.com.

By Device

(Reference: semrush.com)

• com traffic share by device users is mobile (78.09%) and desktop (21.91%) in February 2024.
• 24% of total appliance users belong to the United States, resulting in 11.6 million. Out of these, 30.07% are desktop, and 69.93% are mobile users.
• The United Kingdom has 2.4 million users, resulting in 10.18% of traffic, of which 19.33% share comes from desktop and 80.67% from mobile.
• Out of the total players, 5.63% are from India, resulting in 1.33 million. Desktop and mobile account for 3.25% and 96.75% of the share, respectively.
• Canada and Japan have around 1.22 million (5.2%) and 1.07 million users (4.54%), respective

By Demographics

(Reference: similarweb.com)

• The highest number of website users observed is between 25 and 34 years old, resulting in a 23.28% share in fitbit.com.
• Users are aged from 35 to 44 years, makes a website share of 21.27%
• 65% and 15.75% belong to 45 to 54 years and 55 to 64 years, respectively.
• 15% of website users are between 18 and 24 years old.
• 65 years and above age group users contributed a share of 9.9%
• Male and female users of fitbit.com share 46.88% and 5.12%, respectively.

By Traffic Source

(Reference: similarweb.com)

• Under Fitbit Statistics, Direct search accounted for the highest traffic rate towards fitbit.com, resulting in a 55.85% share as of March 2024.
• 8% of the traffic share is accounted for by organic search, while 5.51% is from Mail.
• Furthermore, other traffic sources are Paid search (4.2%), Social (1.52%), Referral (0.71%), and Display (0.43%).

Top Organic Keyword of fitbit.com

• As of February 2024, fitbit.com’s best keyword was Fitbit, with organic traffic of 2.85% in the United States.
• The other keywords’ organic traffic is followed by Fitbit Charge 5 (3.92%), Fitbit Versa 4 (2.14%), Fitbit (1.75%), and Fitbit Versa 2 (1.75%).

By Social Media Traffic Rate

(Reference: similarweb.com)

• On the fitbit.com website, YouTube recorded the highest social networking share of 38.08%.
• Facebook and Reddit contribute 35.65% and 6.43% of social traffic share, respectively.
• Other social media traffic shares are Twitter (5.92%), WhatsApp (2.8%), and Others (11.3%).

The Best Fitbit Tracker and Smartwatches of 2024

#1. Google Pixel Watch 2 (GPS): Overall best Fitbit smartwatch

(Source: amazon.com)

• Costs $300 at Amazon and Best Buy.
• The watch’s battery reliability is 24 hours or a full day on a single charge for 75 minutes, with an always-on display.
• Tech specifications: Wi-Fi enabled, screen size (41 mm), color (gold case w/Hazel Band-Wi-Fi), and processor (Qualcomm Snapdragon W5 processor and Wear OS 4).
• Includes three advanced sensors for stress management, skin temperature, and heart rate tracking.
• It also includes safety check alerts for your close contacts, emergency SOS, and fall detection if a user is feeling unsafe or has had a hard fall.

#2. Fitbit Inspire 3: Best budget Fitbit

(Source: amazon.com)

• This is available at $99.75 at Amazon, whereas $80 at Best Buy and Target.
• Tech specifications include ten days of battery life, an OLED display, a screen size of 0.5 Inches, and water resistance up to 50 meters.
• Also, it provides notifications on wellness tracking, daily stress management scores, mindfulness sessions, relaxed breathing sessions, irregular heart rhythm measurements, Sp02 (3), automatic sleep tracking, resting heart rate, and high/low heart rates.

#3. Fitbit Charge 6: Best fitness tracker

(Source: amazon.com)

• This Fitbit smartwatch costs $159 at Amazon and $140 at Best Buy and Target.
• Features include a color OLED screen plus an EKG and EDA sensor.
• Specifications: Bluetooth connectivity, Built-in GPS, 40+ exercise modes, daily readiness score, 24/7 heart rate, compatibility with iOS 15 or higher and Android OS 9.0 or higher, seven days of battery and water resistance up to 50m.
• Features include 40+ exercise modes, built-in GPS, heart rate, all-day activity tracking, cardio fitness level, and automatic exercise tracking.
• It is easily connected with YouTube music controls, Google Maps, Google Wallet, Call, Text, and Smartphone App notifications, irregular heart rhythm notifications, oxygen saturation monitoring, and resting heart rate/low heart rate notifications.

#4. Fitbit Sense 2: Another best smartwatch

(Source: futurecdn.net)

• This is the brand’s first smartwatch, which costs around $299.95.
• Specifications include size (38.1*11.3 mm), display (1.58-inch AMOLED), Weight (1.33 oz), water resistance ( up to 50 m), and battery life (6 days).

#5. Fitbit Ace 3: Best Fitbit for Kids

(Source: amazon.com)

• At Amazon, this smartwatch costs around $67.
• Specifications: compatible with smartphones, water resistance, screen size (0.96 mm), up to 8 days of battery, water resistance to 50 meters.

Conclusion

Fitbit includes a variety of products with a wide range of features that offer accurate tracking results and a strong user base, but only till 2022. From the overall market analyses, it has been observed that from 2023 onwards, the market share and users have started decreasing eventually. Google has stopped selling Fitbit products in many countries and has launched only a single product in 2023, named ‘the Fitbit Charge 6’.

Though, I found that Fitbit is a powerful competitor in the global industry of wearable technology. After going through all the above analyses, I hope you will get a clear idea of the brand.