Fitbit didn’t just “break into” the wearable tech scene in 2009. It almost solely inspired the fitness-tracking craze that would later unfold into an $11.3 billion industry by 2018.
What started as a clip-on pedometer without smartphone connectivity evolved into a 28-model line-up with water-resistant devices that can track floors, heart rate, location, and even stress.
Now, 13 years later, where does Fitbit stand today?
Check out these surprising Fitbit usage statistics to see where the world’s most famous fitness-tracking creator stands.
Table of Contents
- Although the Number of Fitbit Users Has Grown Over Time…
- … Fitbit Revenues and Product Sales Are on the Decline
- Devices Sold
Although the Number of Fitbit Users Has Grown Over Time…
- Sixty percent of — or eight million — Fitbit users were active in 2016.
- By 2019, Fitbit’s active user base more than tripled to 28 million.
- Fitbit gained another three million active users by 2020 (31 million).
Fitbits Were a First of Their Kind (Sort Of!)
Fitbit’s rise to “global fitness watch leader” didn’t take long. Six years after launching the Fitbit Classic — which shipped just 5,000 devices at the end of 2009 — Fitbit ruled the market.
The wireless clip-on pedometer transformed into touchscreen devices that tracked heart rate, sleep, activity (including swimming), and even oxygen saturation within its first decade.
Users could sync their Fitbits with their Android and iOS devices and join fellow users on the Fitbit app, a social hub ingrained in the spirit of competition.
But Fitbits rise to power was also in its strategic marketing.
The original Apple Watch debuted in 2016 with a jaw-dropping price tag north of $350. Even today, most Fitbit trackers cost as little as $69 and peak at $299 for more tech-savvy features.
Did Fitbits Actually Make Us More Active?
In a sense, yes. A meta-analysis of 28 studies (totaling 7,454 participants) revealed that adults using fitness-tracking apps and devices log ~1,850 more steps per day than those who don’t.
Then again, these devices don’t help if they’re collecting dust on your nightstand. That was the case for nearly half of all 20 million Fitbit users who were inactive in the first quarter of 2015.
Studies also show that this inside look into daily activity could lead users to justify other unhealthy habits — like binge eating.
… Fitbit Revenues and Product Sales Are on the Decline
- Between 2010 and 2016, Fitbit’s revenue surged by 39,900%, climbing from $5 million to more than $2 billion in six years.
- After going public in June 2015, Fitbit officially became a $9.7 billion company.
- Fitbit’s revenue soared to $2 billion in 2016.
- By 2020, Fitbit’s revenue collapsed by nearly half to $1 billion.
Other Wearable Technology Is Edging Fitbits Out
Fitbit’s recent decline followed the announcement that Google would buy the company for $2.1 billion in November 2019, sending disgruntled Fitbit users scrambling for a new device.
As it turns out, 47% of Americans don’t trust Google with their data.
And, with the evolution from trackers to smartwatches, effectively putting your phone on your wrist, this data-sharing means Google could gain access to your text messages & location.
So, where did these former Fitbit users turn?
According to worldwide data comparing smartwatch shipments between 2019 and 2020, Apple and Huawei sales soared (by 19.4% and 27.6%, respectively) while Fitbit sank 4.8%
(Keep in mind only a percentage of Fitbit’s sales fall under the “smartwatch” label. Fitbit is still one of the global leaders in sales for wearable technology.)
Get the FREE Shredded Body Checklist!
The 4 Steps to Build Noticeable Muscle Definition (without Turning Your Life into a Dumpster Fire!)
By entering your email address you agree to receive emails from Noob Gains. We respect your privacy and you can unsubscribe at any time.
- Fitbit sales surged in 2015, selling over 4.5 million devices in the span of a few months.
- The up-and-coming Fitbit sold another 22.3 million devices in 2016.
- In 2020, Fitbit sales dipped to just 12.9 million devices.
How Long Do Fitbits Last?
Fitbit has sold more than 113 million wearable devices since 2010.
But that doesn’t mean Fitbit’s 31 million active users are just snatching up the newest models the second they hit shelves. Nor does it mean that Fitbit has 113 million daily-wearers.
Those who don’t bow out of the Fitbit craze within a few months wind up replacing their devices after 1–2 years for one reason or another, which might explain the still-high annual sales.
(Right now, I’m on my sixth or seventh since 2015, with issues ranging from peeling bands to dead pixels to batteries that stop charging — or stop holding their charge.)
Most sales are likely veteran Fitbit users upgrading when their old devices die.
The Best Fitbit Models Are …
Fitbit introduces and retires device models every year, but which ones reign supreme?
Best Fitbit Tracker
The Fitbit Inspire 2 is the ideal blend of affordable, high-end, and convenient without the bells and whistles of a smartwatch. This version lasts ten days on a single charge, is water-resistant up to 50 meters, and delivers text and call notifications.
Best Fitbit Smartwatch
The Fitbit Versa 2 is the closest you’ll come to having your entire smartphone on your wrist. This model looks similar to the modern Apple Watch, has built-in Alexa, offers hundreds of clock face customizations, and allows you to control your Spotify playlists in real-time.
Best Fitbit for Kids
The Fitbit Ace 2 is the best tracker for the little athlete in your family. The heavy-duty design can survive swimming and bumps and dings while tracking sleep and steps like regular Fitbits, encouraging children to stay active.
How Many Fitbits Sold In 2020?
Fitbit sold just 10.6 million devices worldwide in 2020, marking Fitbit’s second-worst year since launching its first wearable watch in 2013 — the Flex.
Although exercise levels remained the same or increased for 76.3% of people during the pandemic, Fitbit device sales dipped unexpectedly by 5.388 million between 2019 and 2020.
Is Fitbit Declining?
Fitbit is declining.
The tech pioneer has been unseated by other smartwatch brands, with Samsung (8%), Huawei (8%), and Apple (34%) capturing more of the smartwatch market than Fitbit (4.2%).
Fitbit sales also dropped 71.1% from their peak in 2016 to their 2020 totals.
Fitbits may be on a downward spiral in recent years, but that doesn’t mean they’re losing their usefulness in today’s society.
With America’s growing obesity epidemic and record-low activity levels, Fitbits are a great opportunity to burn calories and hit the recommended 150 minutes of activity per week.
In fact, any device that allows you to monitor your daily activity, heart rate, and sleep patterns have the potential to change your life for the better — if you use that data to motivate you.
Otherwise, they’re just glorified watches.
Build a Superhero Body Without Training Like One
Getting in shape isn't easy. But this program gives you a real-life approach to building a leaner, more muscular body without obsessing over fitness 24/7.