Audience Spotlight: Fitness Fans

The Verto Audience Spotlight provides a cross-device, consumer-centric view on a selected audience segment, with a deep dive into user demographics and rich behavioral metrics on an unduplicated audience segment, including media assets across all the key digital devices, and across app and web properties. Last month, we focused on Finance Geeks; this month, we take a closer look at Fitness Fans, the top 20% of U.S. adults (ages 18 and above), based on the amount of time they spend per month online with health and fitness brands and content, via apps or websites.

Hardware manufacturers and software publishers alike are doubling down on the health and fitness sector: Apple’s latest Watch, announced this past September, signals the company’s shift in positioning the wearable from being a mere novelty gadget into a comprehensive wellness and diagnostic device. And Fitbit, a consistent leader in our annual Health and Fitness Index, has followed suit, announcing a new platform designed to more closely connect Fitbit users with their doctors and wellness plans. With increasing corporate investment and consumer interest in this sector, which health and fitness apps and websites are Fitness Fans gravitating towards, and when? Read our report highlight below, or download the full 12-page report here.

Fitness Fans: A Demographic Analysis

According to Verto data, Fitness Fans skew heavily female: just 37% of Fitness Fans are male and 63% are female, compared to the makeup of the U.S. adult online population, which is 48% male and 52% female.

A Week in the Life of a Fitness Fan by Device Type

A weekly view of the online activity of Fitness Fans reveals interesting patterns in audience behavior. In order to identify which devices are most popular among Fitness Fans over the course of the week, we charted their usage across the whole week and calculated the share of each device’s weekly engagement that occurs on each day.

For example, Verto data shows that for PCs, the heaviest usage occurs on Wednesdays, while the lightest amount of usage happens on Saturdays. Similarly, our data shows that the heaviest day for smartphone use is also on Wednesdays, and lightest usage day is on Sundays. And for tablets, the greatest amount of use occurs on Sundays, while the lowest usage day is on Wednesdays.

Which Health & Fitness Brands are Stickiest Among Fitness Fans?

Stickiness is how Verto measures a given app or website’s audience engagement; the higher the stickiness rating (as a percentage), the more engaging (or stickier) an app or website is. Our analysis of the stickiest health and fitness websites and apps among Fitness Fans shows us which health and fitness brands Fitness Fans use on a regular (even daily) basis. Among this audience segment, the stickiest health and fitness brands are:

  • MyFitnessPal (41% stickiness)
  • Fitbit (51% stickiness)
  • S Health (for Samsung) (36% stickiness)

Interested in more insights about the digital behaviors and demographics of Fitness Fans? Download the full report here.