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Fitbit leads digital fitness category for activity trackers

This post was originally published on the Fitbit press site. It has been adapted from its original format.

Fitbit., today announced new data from The NPD Group revealing that Fitbit dominates the Full Body Activity Tracker category. Drawn from NPD’s Retail Tracking Service, the first-ever data covering NPD’s Full Body Activity Tracker segment confirms that Fitbit is the strong frontrunner in the category—with 67 percent of total units sold in the previous 52 weeks ending Christmas (December 21, 2013).

Further Fitbit leadership stats from The NPD Group include:

  • Fitbit’s unit share of Full Body Activity Tracker holiday sales (previous 5 weeks ending December 21, 2013) was 77%
  • During the holiday period, the Full Body Activity Trackers category grew 3.1x in units Year over Year (YoY)
  • According the data from the NPD Group, Fitbit’s YoY unit growth in Full Body Activity Trackers during the holiday period outpaced the category, accounting for almost all of the category’s growth, and resulting in Fitbit’s share increasing from 60% in 2012 to 77% in 2013

(Note: All relate to the sub-category of Digital Fitness, Full Body Activity Trackers)

Additional Category Success

In addition to The NPD Group’s findings, Fitbit has seen strong growth in retail, with the Fitbit line of connected health and fitness devices now available in more than 30,000 retail stores across 27 countries worldwide. Fitbit is also the top downloaded app for connected fitness devices on both the Apple iTunes store and the Google Play store. Over the holidays, Fitbit was the No. 1 top free app in the Apple iTunes store Health & Fitness category. Fitbit trackers have also consistently been the No. 1 selling devices within the Fitness Technology category on Amazon.

Continued Growth

Fitbit expects to see continued momentum in 2014 and beyond. Fitbit believes that there’s no “one size fits all” option when it comes to fitness tracking and has focused on designing fitness trackers in both clip and wrist worn form factors at varying price points to fit customers’ unique tracking needs. Pushing past the competition, Fitbit continues to help people live healthier lives by creating the most advanced connected health products and experiences.

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