Fitbit Statistics 2026: Who’s Really Using It?

The wearable‑fitness tracker market has transformed how individuals monitor activity, wellness, and sleep, and the Fitbit brand remains a prominent name. In corporate wellness programmes and healthcare research settings alike, Fitbit devices offer real‑time data for movement and recovery, and major insurers and employers now integrate wearables to reduce long‑term health risks. As you explore the evolving landscape of Fitbit today, you’ll uncover how usage, demographics, and business metrics are shaping its relevance.

Editor’s Choice

Here are seven key statistics that highlight Fitbit’s current position:

• 128 million+ registered Fitbit users globally in 2023 (and into 2025).
• 38 million weekly active users of the Fitbit app or devices as of 2023.
• Annual revenue for Fitbit (via parent Google LLC estimates) was about $1.04 billion in 2023.
• Estimated device unit sales of 6.6 million in 2023, marking a decline year‑on‑year.
• Among Fitbit users, 25.93% are aged 25‑34, the largest age bracket.
• Gender split for Fitbit users: about 55.34% male, 44.66% female.
• Forecasts suggest the U.S. Fitbit user base will begin shrinking in 2025.

Recent Developments

This section reviews the latest changes and context around Fitbit’s trajectory:

• In 2021, Google acquired Fitbit, integrating it into its hardware division.
• By 2023, the Fitbit brand’s device unit shipments fell to an estimated 6.6 million units, a 28% decrease from 2022.
• Fitbit’s app continues to reach millions: the Android / iOS Fitbit app achieved over 100 million total installs, with June 2025 revenue on the app reaching over $3 million in the U.S. market.
• Forecasts for the overall wearable and fitness tracker market show increasing pressure from competing brands and alternative tracker formats.
• The U.S. market is expected to contract for Fitbit starting in 2025.
• Fitbit’s online presence: In March 2024, fitbit.com had about 15.4 million visits, a slight month‑on‑month increase of 1.29%.
• The broader tracker industry sees fitness‑tracker adoption at 10.6% of the global population in 2025, putting pressure on companies to innovate.
• Fitbit’s data is now being used in large‑scale research efforts such as the U.S. NIH’s All of Us programme, underscoring its health‑research role.

Fitbit Usage Statistics Overview

Here we look at overall numbers for Fitbit usage:

• As of the end of 2023, about 128 million registered Fitbit users globally.
• Weekly active user count sits at approximately 38 million.
• The number of monthly active users was estimated at 38.5 million in 2023, down from around 40 million in 2022.
• Worldwide wearable device users (including Fitbit) reached 454.7 million in 2024.
• The overall fitness‑tracker market is expected to generate about $15.4 billion in revenue in 2025.
• The global adoption rate for fitness trackers is projected at 10.64% of the population in 2025.
• Fitbit’s app had more than 100 million installs globally and earns substantial in‑app revenue.
• In the U.S., analysts expect Fitbit’s user base to shrink beginning in 2025.

Global Fitbit Market Forecast

• The global fitness tracker market is experiencing strong expansion driven by rising health awareness and wearable tech adoption.
• Market value in 2024 reached $58.1 billion.
• Expected to grow to $70.22 billion in 2025, reflecting rapid consumer adoption.
• Projected to surge to $138.64 billion by 2029, more than doubling in just five years.
• Industry forecast demonstrates a CAGR of 18.50%, highlighting sustained long-term demand.
• Growth is fueled by advancements in wearable tech, AI-powered health monitoring, and an increasing focus on preventive healthcare.
• Market expansion is driven by both consumer fitness adoption and corporate wellness initiatives.
• Trends suggest continued innovation in heart rate tracking, sleep monitoring, personalised fitness coaching, and remote health diagnostics.

Reasons for Using Fitbit

Why do users choose Fitbit? Key motivations based on data and user behaviour:

• Around 96% of Fitbit consumers say they use the device for activity tracking, making this the primary reason.
• A major appeal is the integration of heart‑rate and sleep sensors in a wearable format, simplifying wellness monitoring.
• User preference for fitness trackers is driven by health monitoring rather than fashion only.
• Fitbit’s ecosystem (device + app + community) allows for goals, progress tracking, and social sharing, making it a choice for daily habit formation.
• Employers and insurers increasingly offer Fitbit devices as part of wellness plans, leveraging data‑driven interventions.
• The portable nature of trackers means users can monitor steps, active minutes, and sleep quality throughout the day.
• Fitbit provides cross‑platform compatibility and a mature app ecosystem, which lowers barriers compared to newer brands.
• As the fitness tracking market becomes more crowded, the brand recognition of Fitbit still plays a role in “safe choice” perception among less tech‑savvy users.

Fitbit User Demographics

An overview of who uses Fitbit, by broad demographic categories:

• Gender split: 55.34% male, 44.66% female among Fitbit users.
• Age bracket 25‑34: 25.93% of users, the largest single cohort.
• Ages 35‑44: approx. 19.40% of the Fitbit user base.
• Ages 45‑54: about 16.08%.
• Ages 55‑64: around 12.94%.
• Ages 65+: roughly 9.87% of users.
• Young adult bracket 18‑24: 15.79% of users.
• Geographically, over 53% of web traffic to Fitbit’s site comes from the U.S.

Registered Fitbit Users

• As of the end of 2023, Fitbit has approximately. 128 million registered users globally.
• That figure represents an 8 million user increase from 2022 to 2023.
• In 2022, the number was about 120 million registered users.
• Early growth was rapid, from 11 million in 2014 up to 98 million in 2020.
• While registered‑user growth remains positive, active usage is declining.
• The U.S. remains the largest single country source of these users, accounting for over 50% of Fitbit’s web traffic.
• The ratio of registered users to device units sold suggests multiple devices or app‑only users contribute to the ecosystem.
• Having a large registered base provides Fitbit with a data asset and opportunity for recurring revenue.

Monthly Active Users

• Fitbit’s monthly active users (MAU) fell to approximately 38.5 million in 2023.
• That number represents a 3.75% decrease from 2022’s 40 million MAUs.
• The historical progression, 2014 – 6.7 million, 2015 – 14.9 million, 2016 – 23.6 million, 2017 – 29 million, 2018 – 33.8 million, 2019 – 38.3 million, 2020 – 40.2 million, 2021 – 41.5 million, 2022 – 40 million, 2023 – 38.5 million.
• Weekly active users were around 38 million by the end of 2023.
• The decline in MAUs indicates challenges in retention and engagement despite growth in registrations.
• Fitbit’s internal metrics reflect high churn in the first 90 days of use and lower average session duration over time.
• The decline may reflect increased competition and the waning novelty effect among users.
• For Fitbit’s business model, maintaining PAUs becomes increasingly important as device units decline.

Fitbit Revenue Statistics

• Estimated revenue for Fitbit in 2023 was $1.04 billion, representing roughly a 10% decline from the prior year.
• Fitbit’s revenue in 2020 was about $1.31 billion.
• Online‑store GMV for fitbit.com in 2024 was reported as $388 million, with 64% of that coming from the U.S. market.
• Revenue decline corresponds with unit‑sales decline and price‑pressure in the wearable space.
• The decrease in hardware revenue elevates the significance of subscriptions and services for future growth.
• The global wearable market size is projected at $35.29 billion in 2025.
• Revenue per active user (ARPUs) is under pressure as margins on hardware decline.
• For investors and analysts, the metric of recurring revenue rather than one‑time hardware sales is becoming more relevant.

Unit Sales and Market Share

• Estimated unit sales for Fitbit devices in 2023 were 6.6 million units, a 28% drop from 2022.
• Historical device‑sales data, 2022: 9.2 million units, 202:1: 10.6 million units, 2020: 10.8 million units.
• In the broader smartwatch/wearable tracker market, multiple brands are growing faster than Fitbit.
• Fitbit held 19% of the U.S. wearable market in 2024.
• Market share in the global fitness‑tracker segment was cited at around 12% for Fitbit in 2023.
• Declining unit volumes mean that market share leadership is harder to defend without innovation.
• Fitbit’s strategy may shift toward premium devices or service/health integration to compensate.
• Fewer new units could mean longer device lifecycles and slower refresh cycles.

Fitbit User Engagement and Retention

• Fitbit actively tracks KPIs such as Daily Active Users (DAU), Monthly Active Users (MAU), retention at 7/30/90 days, session‑duration, and feature‑adoption.
• Community and social features still contribute to engagement.
• In a study of wearable leaderboards, lower‑active users gained around +1,300 steps/day after adopting such features.
• Fitbit’s corporate‑wellness programs have enrolled over 2.5 million employees worldwide.
• Sleep tracking, Fitbit logs over 22 billion nights of sleep data.
• Device usage shows average daily step counts per user of around 8,000 steps and daily active minutes of 800+ across aggregated data.
• Engagement declines over time; users may stop syncing devices or revert to smartphone tracking only.
• Retaining users beyond year one remains a critical lever for Fitbit’s sustainable business model.

Fitbit’s Impact on Fitness and Health

• Users of Fitbit are 43% more likely to increase their physical activity levels compared to non‑users.
• Fitbit users reportedly accumulate an extra 4.2 hours of active minutes per week compared to peers.
• Daily step counts of 10,000+ are linked to significantly lower risks of chronic conditions.
• Users who participate in Fitbit challenges take an average of 2,000 more steps per day.
• Over 900 independent studies have used Fitbit devices in health‑outcomes research.
• Wearable trackers improve awareness of bodily sensations and may influence health behaviour.
• Mindful‑tracking features show that users logging consistent sleep data average about 7.5 hours per night.

Social and Community Engagement

• Over 45% of Fitbit users engage in community challenges.
• Participants’ average daily steps rise to 12,400 steps/day during challenges.
• Users who join peer challenges have 30% higher retention month‑to‑month.
• The average Fitbit user has about 21.7 connected friends.
• More than 5 million active Fitbit Groups exist globally.
• Fitbit users join groups over 4.7 million times across topics.
• Social features increase physical activity by 400 steps/day per new social connection.
• Peer engagement is instrumental in Fitbit’s wellness‑programme business.

Fitbit Device Models Overview

• Key active Fitbit models include the Charge 6, Inspire 3, Versa 4, and Sense 2.
• The Charge 6 emphasises core fitness tracking rather than full smartwatch features.
• Older models remain supported but receive fewer feature updates.
• Devices include sensors for heart rate, SpO₂, skin temperature, sleep stages, and Active Zone Minutes.
• Battery lives range from 5 to 10 days, depending on the model and usage.
• Tracker‑focus vs smartwatch reflects segmentation.
• Device availability spans over 100 countries and 39,000 retail stores.
• Firmware and feature updates increasingly drive value.

Device Pricing and Retail Data

• The Charge 6 was discounted by about 25% on Amazon in spring 2025.
• Older models are kept on the market at lower price points while newer models push premium features.
• Price pressure is one reason behind Fitbit’s declining unit sales.
• Online distribution accounts for a growing share of Fitbit sales.
• Retailers often bundle Fitbit Premium subscriptions with device purchases.
• Price promotions are more common in mature markets such as the U.S. and the U.K.
• The average retail price suggests downward pressure on pricing.

Global Fitbit User Distribution

• The United States accounts for 61.79% of global Fitbit users.
• Fitbit is used in 100 + countries.
• North America held 38% of the global wearable device market in 2025.
• Emerging markets in the Asia Pacific present an opportunity.
• Fitbit’s global registered user base provides a platform for localised growth.
• Localisation of features and retail channels is key for growth outside mature markets.

Fitbit vs. Competitors (Market Position)

• Fitbit maintained approximately a 9.5% global market share in 2024.
• In the U.S., Fitbit holds a 25% share of the fitness‑tracker segment.
• The global wearable‑tracker market in 2025 is projected to reach $72.08 billion.
• Competition from multifunction smartwatches is increasing.
• Fitbit’s strength remains in dedicated fitness tracking and brand recognition.
• Earlier data placed Fitbit at 4.4% global share in 2020.
• Strategy under Google LLC emphasises differentiated fitness‑tracker value.

Integration with Healthcare Initiatives

• Fitbit users donated data to the NIH All of Us Research Program.
• Wearables are integrated into telehealth and chronic‑disease‑management programmes.
• Fitbit’s enterprise‑wellness programmes enrol millions globally.
• Fitbit‑based interventions lead to significant increases in behavioural metrics.
• Hospitals use wearable‑tracker data to monitor patient recovery and preventive‑health programmes.
• Fitbit provides an API and data platform access to researchers and partners.
• Fitbit’s value chain is moving toward analytics and health‑ecosystem alignment.

Frequently Asked Questions (FAQs)

Conclusion

In summary, Fitbit continues to hold a meaningful position within the wearable‑fitness ecosystem. While hardware sales and unit volumes face headwinds, the brand’s strengths lie in its large registered‑user base, proven health‑impact credentials, strong community features, and strategic alignment with broader health‑care initiatives. For U.S. audiences and global observers alike, Fitbit exemplifies how a fitness‑tracker brand can evolve from step‑counting to health‑tracking at scale.

The road ahead will depend increasingly on software, services, and health‑data monetisation rather than new hardware alone.