In the Competitive World of Fitness & Nutrition Apps, Who’s Got What?
After a sports merchandising giant, Asics, purchased fitness app Runkeeper for $85 million last month, discussions about the future of fitness apps popped up across media. And Asics wasn’t the first one to make a dash for fitness apps. Under Armour had picked up the MapMyFitness line in 2013 and purchased Endomondo and MyFitnessPal in 2015. Adidas acquired Runtastic for $239 million in 2015.
In light of all these acquisitions, we wanted to know how independent fitness apps compete against the apps now owned by public companies. So we leveraged 7Park’s large panel of data and looked at each app’s share of total minutes spent on fitness apps in the United States in 2015. To show each company’s total market share, we grouped apps owned by the same company. We separated fitness tracking apps from calorie and nutrition trackers because of their differences in user engagement and market landscape. Here’s what we found.
Fitbit, with 72.68%, got the lion’s share of user time in 2015. Under Armour, came in second (not close, but second nevertheless) with 7.16%. It’s noteworthy to mention Under Armour Record’s (one of few Under Armour’s fitness apps) tremendous growth in daily active users. The app is integrated with all other Under Armour’s fitness and nutrition apps, allowing users to track all their activities in one place. This may explain the app’s rapid adoption and growth.
The remaining independent apps, UP by Jawbone and Strava, grew their shares in 2015 compared to 2014.
Calorie & Nutrition Trackers
By purchasing MyFitnessPal, Under Armour grabbed the dominant market share of minutes in calorie and nutrition tracking category. While counting calories is not a recent phenomenon, the mass adoption of mobile phones has made it popular and much easier to track on a regular basis. And, as a leading health and lifestyle app, MyFitnessPal has millions of users and the largest share of user time. Even Weight Watchers, a veteran in diet and nutrition business, doesn’t come close to MyFitnessPal in app user engagement.
Boston-based Lose It! captured 9.07% of the minutes market share, outperforming other independent apps. Its integration with fitness tracking apps and wearables, including the ones owned by big sports brands like Nike and Under Armour, seems like a winning strategy for sustaining the app’s user engagement.
Our data shows that while a few big sports brands have gained access to millions of phone users by purchasing fitness apps, Under Armour, with its sweeping acquisitions, carved out the biggest slice of total minutes consumers spent on fitness and nutrition apps. Some independent apps, UP by Jawbone, Strava and Lose It! kept their competitive edge by holding onto their shares of user time in 2015.
What will be the long-term impact of these acquisitions for big companies and the remaining independent apps? Try 7Park Data’s App Intelligence Dashboard to use app performance data in evaluating acquisitions.
Want More Like This?
Start discovering now, request 7Park’s App Intelligence Dashboard demo here.