Fitbit brand profile in the U.S. 2023

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.

A well-known fitness companion with room for growth. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	73.0%
Popularity	29.0%
Usage	23.0%
Loyalty	18.0%
Buzz	23.0%

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.

Finding favor with the fifties and beyond. Chart with 5 data series and 6 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	73.0%	67.0%	71.0%	78.0%	92.0%
Popularity	29.0%	25.0%	25.0%	34.0%	52.0%
Usage	23.0%	17.0%	22.0%	25.0%	46.0%
Loyalty	18.0%	12.0%	15.0%	21.0%	40.0%
Buzz	23.0%	18.0%	20.0%	30.0%	29.0%
Brand unknown	27.0%	33.0%	29.0%	22.0%	8.0%

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

Safety and security are more important to Fitbit users. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Fitbit user	Non-user
An honest and respectable life	46.0%	51.0%	45.0%
A happy relationship	45.0%	45.0%	45.0%
Safety and security	38.0%	46.0%	37.0%
To be successful	35.0%	35.0%	35.0%
Making my own decisions	33.0%	27.0%	34.0%
Having a good time	30.0%	32.0%	30.0%
Learning new things	28.0%	28.0%	28.0%
Advancing my career	17.0%	11.0%	18.0%
Traditions	15.0%	15.0%	15.0%
Social justice	13.0%	14.0%	13.0%