Do Germany's Consumers Stay Fit with Mobile? - eMarketer

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Do Germany's Consumers Stay Fit with Mobile?

About one in three smartphone owners use fitness apps

July 30, 2015

eMarketer estimates that the smartphone audience in Germany will rise 16.1% this year to reach 42.3 million, representing 64.5% of mobile phone users, 67.1% of internet users and 52.3% of the country’s total population. How much will this group rely on their phones to stay healthy?

Smartphone Users in Germany Who Use Fitness Apps, by Demographic, May 2015 (% of respondents in each group)

May 2015 research by Fittkau & Maaß Consulting found that nearly one-third of smartphone users in Germany used fitness apps. While usage was relatively even between genders, the story was quite different when it came to age. Here, usage skewed heavily young. Nearly three-quarters of respondents under 20 years old used fitness apps—a percentage that dropped below 50% for the group with the second-highest usage level, 20- to 29-year-olds. After that, penetration continued to slide for each age range.

Jogging and running apps were the most popular, used by 36.8% of smartphone users. Pedometer apps followed, at 30.1% reach, while general fitness apps garnered a 27.7% response rate. Usage levels dropped off after the top three, with preinstalled iPhone and Android apps along with diet- and personal health-related apps all below the 20% mark.

Fitness Apps Used by Smartphone Users in Germany, May 2015 (% of respondents)

Fitness bands present consumers in Germany with another way to monitor their health on the go, and recent research finds they’re the most-owned wearable device type among internet users in the country. When PricewaterhouseCoopers queried Germany’s web users about their ownership and interest in wearable devices, respondents were most likely to own fitness bands, at 62%. Among those who didn’t own a wearable device, fitness bands tied with smart watches for the type they were most likely to purchase, each cited by 37%.

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