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Fitbit…
How many people are using this AI-powered fitness tracker for their health and wellbeing?
Is this app and platform working as intended? Is it effective? Or is it a placebo, or worse, a scam?
What’s the adoption rate of Fitbit? How do they compare against their major competitors?
Find out in my updated Fitbit statistics, facts and trends guide for 2025.
You can use this jump link to quickly jump to the KEY STATS section.
All the references and resources I used in crafting my guide are listed at the bottom of the page.
Jump here: Key Fitbit Statistics, Facts and Trends for this Year| Detailed Fitbit Statistics, Facts and Trends for this Year
Table of Contents
Key Fitbit Statistics, Facts and Trends for this Year
Key Fitbit Statistics, Facts and Trends for 2025
- Google owns Fitbit and they finalized the acquisition of Fitbit in January 2021. Fitbit is now part of Google’s hardware division. (Source)
- Fitbit holds roughly 4.4% market share of the global wearables market. This is a far cry from their market dominance a decade ago. In 2014, the company held about 45% of the market share. (Source)
- Nowadays, Fitbit has many large competitors, including the likes of Apple, Xiaomi and Huawei. Apple alone holds ~20% of the total wearable device market. (Source)
- Fitbit made an estimated $1 billion revenue in 2023, a 10% decrease from the previous year (in 2022 Fitbit’s revenue was $1.1 billion). In 2024 Fitbit revenue was $910 million, a further 13% decrease from 2023 and more than 20% decrease from 2022. (Source)
- Current valuation of Fitbit is unknown, but Fitbit was last valued at $2.1 billion by Google when it acquired the company in 2019. Prior to the acquisition, Fitbit had a previous valuation of $3.7 billion during its IPO in June 2015. The decline in valuation from $3.7 billion to $2.1 billion was attributed to factors such as stagnant revenue and increased competition.
- Fitbit’s revenue in 2032 is predicted to reach 2.2 billion because Fitbit as a brand is expected to have a renewed growth spurt now that they’re Google-owned and as more and more people develop a habit of tracking their health on a daily basis. But their competitors will grow as well keeping in check Fitbit’s growth. (Source)
- Fitbit sold 6.6 million units in 2023, a 28% decrease from 2022 figures. Their fortune reversed course next year as Fitbit sold 7.26 million units in 2024, a 10% increase from 2023. (Source)
- By 2032 it’s expected Fitbit will average 10 million units sold per year. (Source)
- Fitbit had an estimated user base of over 30 million active users worldwide in 2021. Now over 38 million people use Fitbit once a week, and 128 million have registered and opened an account. This means roughly 23% of all Fitbit’s users have converted into paying customers. By 2032 Fitbit’s predicted to hit >155 million registered users with 40 million of them paying users actively engaged with the app. (Source)
- Fitbit is a well-known brand, but they’re not universally known. Nor are they synonymous with health tracking the same way Google is synonymous with web searching. People say “to Google” but they don’t say “to Fitbit”. For example, United States is Fitbit’s best market, and yet only 75% of people interested in wearables have heard of Fitbit. (Source)
- Only 25% of consumers around the world know about Fitbit as a brand. (Source)
- 26% of Fitbit’s users belong to the 25 to 34-year-old age group. (Source)
- Only 4% of Fitbit’s users is 65 years and older. (Source)
- The Fitbit app has surpassed 205 million lifetime downloads globally, including Android and iOS platforms combined. In the U.S. alone, the app has been installed over 80 million times. Fitbit’s official app was able to get over 50 million downloads on the Google Play Store and Apple App Store just one year after launching. (Source)
- Fitbit users averaged just 7 500 steps per day in 2021. Nowadays, Fitbit users on average take between 10 000 to 18 000 steps per day, aligning with general fitness recommendations. This healthy increase in steps came after the more widespread usage of wearables that can track steps (like Fitbit) but also due to increased public awareness of health benefits of walking. (Source)
- Fitbit users have collectively taken an impressive 90 trillion steps and by 2032 that number is set to hit the 102 trillion step mark. (Source)
- Fitbit users collectively burn 3.6 billion calories per week, or nearly 15 billion calories per month. (Source)
- Sleep tracking data reveals Fitbit users typically achieve about 6.5 hours of sleep each night. All users have an average Sleep Score of 77 and women tended to sleep longer than men (women Fitbit users sleep ~25 minutes longer per night than men. On average, women get around 6 hours and 50 minutes of sleep, while men average 6 hours and 26 minutes). (Source)
- Another interesting note is that white participants slept longer than Black participants, though the study neglects to mention the exact time difference. (Source)
- Fitbit data is being used in major health research programs including the NIH’s All of Us Research Program. (Source)
Detailed Fitbit Statistics, Facts and Trends for this Year
When Was Fitbit Acquired and by Which Company?
| Launch date | 26 March 2007 |
| HQ | San Francisco, California |
| People | James Park (CEO), Eric Friedman (CTO), Sundar Pichai (Alphabet CEO) |
| Business type | Subsidiary |
| Parent company | Alphabet |
| Industry | Health & fitness |
Google owns Fitbit and they finalized the acquisition of Fitbit in January 2021. Fitbit is now part of Google’s hardware division.
What is Fitbit’s Current Market Share in the Global Wearables Market?
Fitbit holds roughly 4.4% market share of the global wearables market. This is a far cry from their market dominance a decade ago. In 2014, Fitbit held 45% of the total wearables market share. (Source)
Nowadays, Fitbit has many large competitors, including the likes of Apple, Xiaomi and Huawei. Apple Fitness alone holds ~20% of the total wearable device market. (Source)
What is Fitbit’s Revenue This Year? Are They Growing or Shrinking?
Fitbit made an estimated $1 billion revenue in 2023, a 10% decrease from the previous year (in 2022 Fitbit’s revenue was $1.1 billion). In 2024 Fitbit revenue was $910 million, a further 13% decrease from 2023 and more than 20% decrease from 2022. (Source)
Fitbit’s revenue in 2032 is predicted to reach 2.2 billion because Fitbit as a brand is expected to have a renewed growth spurt now that they’re Google-owned and because more and more people develop a habit of tracking their health on a daily basis. (Source)
But their competitors will grow as well keeping in check Fitbit’s growth.
| Year | Revenue ($bn) |
|---|---|
| 2014 | 0.74 |
| 2015 | 1.85 |
| 2016 | 2.16 |
| 2017 | 1.61 |
| 2018 | 1.52 |
| 2019 | 1.43 |
| 2020 | 1.13 |
| 2021 | 1.21 |
| 2022 | 1.16 |
| 2023 | 1.04 |
| 2024 | 0.91 |
| 2032 | 2.2 (predicted revenue) |
How Many Units Does Fitbit Sell Per Year?
Fitbit sold 6.6 million units in 2023, a 28% decrease from 2022 figures. Their fortune reversed course next year as Fitbit sold 7.26 million units in 2024, a 10% increase from 2023. (Source)
By 2032 it’s expected Fitbit will average 10 million units sold per year. (Source)
| Year | Device sales (mm) |
|---|---|
| 2014 | 10.9 |
| 2015 | 21.4 |
| 2016 | 23.2 |
| 2017 | 25.4 |
| 2018 | 13.9 |
| 2019 | 16 |
| 2020 | 10.8 |
| 2021 | 10.6 |
| 2022 | 9.2 |
| 2023 | 6.6 |
| 2024 | 5.4 |
| 2032 | 10 (predicted revenue) |
Note: from the image above you can see how Fitbit’s gradually declining in sales as their direct competitors grow on their expense.
What is Fitbit’s Valuation?
Current valuation of Fitbit is unknown, but Fitbit was last valued at $2.1 billion by Google when it acquired the company in 2019.
Prior to the acquisition, Fitbit had a previous valuation of $3.7 billion during its IPO in June 2015.
The decline in valuation from $3.7 billion to $2.1 billion was attributed to factors such as stagnant revenue and increased competition.
How Many Customers and User Accounts Does Fitbit Have?
In 2021 Fitbit had an estimated user base of over 30 million active users worldwide. Nowadays over 38 million people use Fitbit once a week, and 128 million people in total have registered and opened an account. (Source)
This means roughly 23% of all Fitbit’s users have converted into paying customers. (Source)
By 2032 Fitbit’s predicted to hit >155 million registered users with 40 million of them paying users actively engaged with the app. (Source)
| Year | Users (mm) |
|---|---|
| 2014 | 6.7 |
| 2015 | 14.9 |
| 2016 | 23.6 |
| 2017 | 29 |
| 2018 | 33.8 |
| 2019 | 38.3 |
| 2020 | 40.2 |
| 2021 | 41.5 |
| 2022 | 40 |
| 2023 | 38.5 |
| 2024 | 37.5 |
| 2032 | 40 (predicted number of active users) |
| Year | Registered users (mm) |
|---|---|
| 2014 | 11 |
| 2015 | 29 |
| 2016 | 50 |
| 2017 | 75 |
| 2018 | 85 |
| 2019 | 90 |
| 2020 | 98 |
| 2021 | 111 |
| 2022 | 120 |
| 2023 | 128 |
| 2024 | 132 |
| 2032 | 155 (predicted number of registered Fitbit accounts) |
Fitbit is a well-known brand, but they’re not universally known. Nor are they synonymous with health tracking the same way Google is synonymous with web searching. People say “to Google” but they don’t say “to Fitbit”. For example, United States is Fitbit’s best market, and yet only 75% of people interested in wearables have heard of Fitbit. (Source)
And globally only 25% of consumers around the world know about Fitbit as a brand. (Source)
What are the Age Demographics of Fitbit Users?
26% of Fitbit’s users belong to the 25 to 34-year-old age group. (Source)
42% of Fitbit users are aged 34-49, 18% are aged 18-24 and 9% are aged 50-64. Source)
Only 4% of Fitbit’s users is 65 years and older and just 1% is 85 or older. (Source)
| Fitbit user age range | Percentage of users |
|---|---|
| 18-24 | 18% |
| 25-34 | 26% |
| 34-49 | 42% |
| 50-64 | 9% |
| 65-84 | 4% |
| >85 | 1% |
Approximately 55.34% of Fitbit users are male, while 44.66% are female. (Source)
How Many Downloads Has the Fitbit Fitness Tracker App Had so Far?
The Fitbit app has surpassed 205 million lifetime downloads globally, including Android and iOS platforms combined.
In the U.S. alone, the app has been installed over 80 million times.
Fitbit’s official app was able to get over 50 million downloads on the Google Play Store and Apple App Store just one year after launching. (Source)
What are Some User Health Statistics of Fitbit Users?
Fitbit users averaged just 7 500 steps per day in 2021. (Source)
Nowadays, Fitbit users on average take between 10 000 to 18 000 steps per day, aligning with general fitness recommendations. This healthy increase in steps came after the more widespread usage of wearables that can track steps (like Fitbit) but also due to increased public awareness of health benefits of walking. (Source)
Fitbit users have collectively taken an impressive 90 trillion steps and by 2032 that number is set to hit the 102 trillion step mark. (Source)
Fitbit users collectively burn 3.6 billion calories per week, or nearly 15 billion calories per month. (Source)
Sleep tracking data reveals Fitbit users typically achieve about 6.5 hours of sleep each night. All users have an average Sleep Score of 77 and women tended to sleep longer than men (women Fitbit users sleep ~25 minutes longer per night than men. (Source)
On average, women get around 6 hours and 50 minutes of sleep, while men average 6 hours and 26 minutes). (Source)
Another interesting note is that white participants slept longer than Black participants, though the study in question neglected to mention the exact time difference. (Source)
Fitbit Statistics, Facts, Trends and Data Guide (Conclusion)
My updated guide for 2025 lists the best and latest statistics, facts and trends about Fitbit and how this wellness app tracker and smartwatch platform is helping their customers become healthier and have more active lives.
References:
- Fitbit – statistics & facts- https://www.statista.com/topics/2595/fitbit/
- Fitbit Revenue and Usage Statistics- https://www.businessofapps.com/data/fitbit-statistics/
- Fitbit Statistics By Sales, User, Usage And Facts- https://electroiq.com/stats/fitbit-statistics/
- Fitbit Usage Statistics By Fitness, Tracking, Usage- https://media.market.us/fitbit-usage-statistics/
- Fitbit Statistics By Website Traffic, Demographics, Market Share, Country And Facts- https://www.sci-tech-today.com/stats/fitbit-statistics-updated/
- Fitbit Statistics By Users, Usage, Retail Price, Import, Export and Facts- https://coolest-gadgets.com/fitbit-statistics/
- Fitbit Statistics and User Count- https://market.biz/fitbit-usage-statistics/
- Fitbit Usage Statistics and Facts- https://market.biz/fitbit-usage-statistics/
- Prepare to see more stats in the Fitbit app- https://www.theverge.com/2024/4/3/24120047/prepare-to-see-more-stats-in-the-fitbit-app
- Fitbit’s User Data Reveals Interesting Heart Health Stats- https://www.triathlete.com/training/by-the-numbers-heart-health
Nikola Roza
Nikola Roza is a blogger behind Nikola Roza- SEO for the Poor and Determined. He writes for bloggers who don't have huge marketing budget but still want to succeed. Nikola is passionate about precious metals IRAs and how to invest in gold and silver for a safer financial future. Learn about Nikola here.