Fitness Tracker Buyers Skew Older

Loads of hype over wearables ‰ÛÒ smartwatches and fitness trackers ‰ÛÒ is abounding these days. So,åÊreally, who is buying these trendy devices? New data from the NPD Connected Intelligence Consumers and Wearables Report reveals that 1 in 10 U.S. adults now owns a fitness tracker.

Smartwatches are not yet as mainstream, with just 2% market penetration, AppleInsider reports. "Fitness trackers from companies like Fitbit and Jawbone are not only more popular, but they attract a very different segment of the population: Owners of fitness-​focused wearables tend to be older and more affluent than those who wear smartwatches," Neil Hughes writes.

NPD found that 36% of fitness-​tracker owners in the U.S. are between the ages of 35 and 54, and 54% are women. As for smartwatches, however, buyers are predominantly male and between the ages of 18 and 34.

As earnings go, 41% of those owning a fitness tracker brought in more than $100,000 per year. But 48% of smartwatch owners earn less than $45,000 per year.

"There is no 'average' consumer for the wearables market; the fitness tracker and smartwatch target consumer are fundamentally different," Wes Henderek, director of NPD Connected Intelligence, said. "While we expect smartwatch ownership to grow more rapidly over the next year, there will remain a clear place for the fitness tracker due to its size, battery life and focus on one specific use case ‰ÛÒ as opposed to the smartwatch, which is trying to be a little bit of everything for everyone."

All eyes are on Apple to shake up the market with the smartwatch that also acts as a fitness tracker. As technology and fitness merge, consumers will want to use all available tools to reach their weightloss goals and new year's resolutions. AudienceSCAN research reveals that 43.8% of U.S. adults want to lose weight and have made it a personal goal for the upcoming year.

Playing right into the hands of Fitbits, 47% of this audience walk long distances for health. The problem is, 47% of weightloss seekers also enjoy baking cakes, pies, breads or desserts on a regular basis.

Internet banner ads can be an effective way to reach these goal-​setters. 53% took action after reading one in the past year. They're also looking at coupons. 36.7% started an online search after finding a coupon they were interested in last year.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.