Why You Aren't Using Your Fitbit Anymore

It's 7am.  Do you know where your Fitbit is today?

Sadly, an estimated 30% of  all fitness trackers are ending up in a drawer, on a table, or in a box.  They are the misfits; the rejected; the once "cool gadget" that has now fallen by the wayside; the gadget that was supposed to be the answer to all your prayers; the gadget that was going to help you exercise consistently, lose weight, and be accountable - once and for all.

Too bad, too; because activity trackers CAN make a difference. The ugly truth is, however, that fitness trackers are failing to engage.

• In 2013, 10% of individuals owned a fitness tracker.  

• By 2013, it was estimated that 50% of people who purchased activity trackers, stopped using them.

• By 2014, 30% of individuals who owned/purchased an activity tracker, stopped using it within 6 months.

We are finding out that users quickly abandon wearables that don’t help them make positive changes.  Yet, this multimillion dollar industry is continuing to move forward.  The wearable is here to stay.  Everyone is behind it: doctors, insurance companies, and employers all have skin in the game.  Even individuals, who are recognizing that the ultimate responsibility for their health lies within themselves, are behind the wearable movement.  The wearable is just going through some "re-design" issues that will, hopefully, address the lack of long-term engagement. 

The key is to help the user change their habits.  Are you ready to change?

Changing habits is a process and the truth is that individual's must be ready to change. The Six Stages of Behavioral Change (called the Trans Theoretical Model) include pre-contemplation, contemplation, commitment, preparation, action, and maintenance. Studies have shown that wearable devices will not sufficiently motivate individuals who are in the first or second stage.  However, individuals who are "already there", in the  commitment and/or preparation stages, may be motivated to use the device.  (For more information on the 6 stages of change - please read this short excerpt from my book, Living 365fitt.) Are you ready to change?  (Take this short quiz here.) 

Building a Better Wearable

The criteria for success for many wearable devices and services goes beyond adoption. A successful wearable must engage long-term.  Devices that just provide data (steps, calories, distance), but don't inspire action will not last.  Which means that simple wrist monitors (i.e. early versions of Fitbit and Jawbone) simply aren't good enough anymore.  

If we want a certain behavior to change, we need to "interrupt" the old behavior.  Bring on the next generation of wearables; the SMART ACTIVITY TRACKER.

Studies show sales of SMART wearable devices continuing to grow.  This next round of devices not only provide data, but, provide the necessary feedback throughout the day to change behaviors.  This feedback comes in the form of visual reminders, notifications, sounds, and vibrations.  They key to success is providing interaction throughout the day to provide the user with opportunity to change behavior (i.e. get more steps, get better sleep). Devices that provide data, but don't inspire action won't last. Inspiring action is key to long term wearable utilization.

Focus on Wellness

People are hardwired want to feel better.  It's part of a complex chemical reaction within our bodies.  When we feel better, we want "more of it".  This is called intrinsic motivation, and, is the most effective form of "reward".  Successful devices must tap into the intrinsic motivation, and, therefore, positively impact users' health and happiness.  Imagine sitting at your desk, seeing your Garmin Vivosmart HR heart rate drop, and know that you're positively managing your stress, thus, positively affecting your health.   In fact, studies have shown that a majority of wearable users, are using their devices to focus on overall wellness and the enhancement of daily life, and are not just using their device to track exercise and/or lose weight.

Finally, it should be noted, that SMART wearables must focus on not only the constant connection, but the social connection as well.  SMART wearables, either wirelessly through bluetooth connection or through wired connection (USB), connect to a software platform, or app, on a smartphone or desktop computer, where a whole community of users can share information, motivate each other, and provide support.  It is anticipated that by 2020, there will be more than 6 billion smart phone users in the world, up from 2 billion in 2016.  With so many people connected to their phones, SMART wearables and health tracking, driven by the medical and insurance communities, and supported by employers and individuals, will only continue to grow and become the norm, in a health-conscious world.

- but only if it's worn!!!

Living 365fitt,
Kathy

Credit given for statistics and graphs to Endeavour Partners. For more information on the adoption of wearables, visit http://endeavourpartners.net/white-papers/.

Kathy Kent is a nationally acclaimed speaker on women's health and fitness issues.  Her company, 365fitt, provides consulting and training services to corporations, communities and individuals seeking a healthier lifestyle.  Her book, Living 365fitt, A 12-Week Program to Lifestyle Wellness, and accompanying webinars, provide sound information on physical, nutritional and emotional lifestyle changes for better fitness.  

Contact Kathy for more information at kathy@365fitt.com.  

Twenty Tips to Maximize Your Investment in Wearable Activity Trackers for Corporate Wellness Programs

It is estimated that by the year 2018, more than 13 million wearable fitness tracking devices will be incorporated into corporate wellness programs, up from 200,000 in the year 2013.

• 80% of employers with more than 1,000 employees, and 44% of employers with 50-999 employees provided some form of corporate wellness program (2012).

But, there's a downside.  Once the "newness" of the "cool" gadget has worn off, as many as 50% of individuals discontinue use of their activity tracker after 3-6 months.  (It is important to note that this statistic is about overall fitness tracker devices, not specifically about devices used in a corporate wellness program, that might offer additional programming, and ultimately affect usage longevity. Simply stated, individuals who purchase a device on their own, may not be in the right stage to adopt new behaviors, may not understand technology or how to use the device to maximize it's benefits, and may not have a coach or someone to help guide and motivate them.)

So, when a corporation decides to provide wearable fitness devices to its' employees, some thought should definitely be given to how to maximize the investment and health outcome for the employees.  Here is my list twenty top tips for getting the most out of activity trackers in a corporate wellness program, whether you're just getting started with a new program, or you need to breathe new energy into an existing program.

Twenty Tips for Maximizing Wearable Activity Trackers in a Corporate Wellness Program

1. Strive for 100% "opt in" to your wellness program.
2. Start simple, then, build more advanced products into your program.
3. Keep it simple and focus on one wellness initiative at a time (i.e. steps).
4. Be inclusive and include every location, every employee, and every ability.
5. Include a fitness device as part of new employee orientation.
6. Get the family involved and include free (or reduced price) activity trackers for spouses/partners - even friends!  Do this because you help build a strong community and built-in support system.
7. Make it fun for everyone. 
8. Introduce monthly themed competitions to keep it interesting.
9. Get Management involved and participating actively.
10. Tap into competition with "beat the boss" or departmental competitions!
11. Make it personal to your facility and post steps to the parking lot, around campus, to the cafeteria, and through the halls to encourage "more".
12. Increase goals to drive excitement and keep momentum.
13. Reward improvements - it helps level the playing field.
14. Reward participation at every level.
15. Send out company invites to walk before or after work, during lunch, and/or for mid morning or late afternoon walks to re-energize.
16. Think "outside the box" and try new ways of doing old things.  Try "walking meetings" instead of sitting in an office and/or friendly sports activities (basketball, indoor soccer, classes) instead of going to a bar or restaurant after hours.
17. Reward participation and improvement with certificates of achievement.  They matter.
18. Offer the unexpected, such as a raffle for a big cash prize, with "tickets" bought through  participation and/or improvement.
19. Focus on intrinsic goals, because people really do want to get healthy and feel better (with or without incentives).
20. Reach out to "inactive" participants and offer to help.

As a bonus, I have one more tip that I think can make or break a corporate wellness initiative.

Make healthy snacks free and convenient. Make unhealthy snacks fee and inconvenient.

Seriously, if you had to take the stairs two flights up to get to the vending machine for your sugary drink and processed snack, you might actually think twice about it.  Chances are, you'd opt to walk to the corner office for the healthy snack.  (Studies have actually shown that it's not the food that most employees crave, but the potential for social interaction, a "stretch" and a little break from  their computer or desk.)

Finally, if you'd like any information on creating a successful wellness program for your school, community or corporation, please send me an email at kathy@365fitt.com, or call 630-302-3470.  Collaborating with several other partners, I am happy to provide a proposal to suit your budget and your needs.  Our programs work across a wide selection of technology (Fitbit, Garmin, Fitlinxx, Polar) and are a complete wellness solution.  

Living 365fitt,
Kathy