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As of May 2018, Fitbit was ranked first among the most popular health and fitness apps in the United States with 27.4 million unique users. MyFitnessPal was ranked second with an audience of 19.1 million users. With the growing usage of smart devices such as activity trackers or smartwatches, digital audiences have also become more interested in tracking their health digitally.

Health apps

During the first quarter of 2019, the number of available health and fitness apps in the Google Play store amounted to 37,143 apps. In March 2019, the most downloaded health and fitness app in the Google Play store worldwide encompassed everything from a “Drink Water Reminder” to “Lose Belly Fat in 30 Days” and “Samsung Health”, the companion app for Samsung smart devices. Many health and fitness apps are either linked to specific activity trackers, such as Fitbit devices or Apple and Samsung smartwatches, or provide users with tracking and workouts regardless of other digital devices. During a March 2018 survey, 42 percent of U.S. adults stated that they used some sort of digital technology to measure fitness and health improvement goals.

Digital health market

Apart from consumer-oriented health apps, there is also a wide range of digital healthcare (e-health) developments for the professional market. The digital health market includes digital health systems, health analytics, mHealth and telehealthcare. In 2018, data analytics and mHealth apps were the top funded digital health categories worldwide. Global digital health industry funding amounted to 14.6 billion U.S. dollars in 2018, more than double the amount of 2015.