Home » Tech » When it comes to app loyalty, health and fitness app rules #Retention

When it comes to app loyalty, health and fitness app rules #Retention

People actually stick to one fitness app. Flurry data suggests that health & fitness apps show the highest retention rates across all categories.

Over 75% of active users open their health & fitness app at least two times a week. Also, there is a remarkably high percentage of Fitness App Addicts: more than 25% of users access their fitness apps more than 10 times a week. As a result, this frequency of usage drives up overall category engagement.

But then, YOY Growth is Slowing Down

Since 2014, there has been massive growth in the health & fitness app category. In just three years, usage grew by over 330%. However, since 2016, growth has slowed down: while there was a year-over-year growth of 178% from 2014 to 2015, the health & fitness app category only grew by 9% from 2016 to 2017. This correlates with the trends of the overall app industry.

The largest subcategory, workout & weight loss, shows a significantly slower growth than in the previous year: year-over-year growth is down from 67% in 2015 to 11% in 2016.

The other major subcategory, general health, revealed stagnation in the last two years. While nutrition apps declined in the last year, we still see a 49% growth for studio & fitness content apps. The negative trend of nutrition apps is likely influenced by studio & fitness content apps that are offering nutrition content in addition to their core focus.

Fitness App Usage Correlates with Seasonal Workout Habits

Fitness app usage can be described as highly seasonal: in the last months of a year, fitness app usage declines and hits rock bottom when the holidays approach. December 25th marks the lowest activity with 57% less usage than the most active day of the year, which is August 8.

Usage picks up again in January after users have made their New Year’s resolutions and set their fitness goals for the coming year, and it builds up toward the summer, peaking in August. In the last three years, August has always been the most active month by an average of 23% higher usage than the yearly average. From September on, usage decreases again toward the holiday season.

 

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