Health and fitness are two of the sweatiest categories of apps on smartphones. By sweatiest, we mean that apps that help people count calories, log meals, get fitness regimens, and more are really getting a workout by increasingly fit-conscious consumers.
But here’s the post-app rubdown: there’s a difference between Android and iPhone users.
Who knew? Opera Mediaworks, as it turns out. When the firm evaluated 500 million monthly ad impressions on more than 400 of its mobile ad platforms and apps, Opera Mediaworks concluded that iPhone users are more interested in health (62 percent vs. 58 percent for fitness), while Android users are more interested in fitness (39 percent vs. 30 percent).
Overall, most health and fitness users are more likely to own an iPhone than an Android.
According to the survey, more than 50 percent of all smartphone owners in the U.S. use their devices to learn about diet, exercise, or other health topics, but only 23 percent of them access these sites more than once per week.
Other enlightening takeaways:
- Women are more likely to carry their smartphones while exercising to listen to music, send or receive texts and e-mails, or make phone calls.
- Men between the ages of 25 and 34 use their health and fitness apps the most, but watch far less video when exercising than women.
- Tablets had relatively low usage rates when it came to health and fitness use.
“From what people are telling us, the mobile phone is what they use when they’re exercising or looking for health information,” said Larry Moores, analytics VP at Opera Mediaworks. “Marketers of devices should look at the form factors of their devices, when looking at the health and fitness market. Apparently the phone provides things that are missing from other devices.”
What about wearables and fitness trackers? While they’re getting a lot of tech media ink, the market remains small, with only 3.6 percent of male exercisers and 1.7 percent of female exercisers using them.
“This is an audience that is very phone-oriented,” Moores concluded. “We saw a very low use of wearables, which is not surprising because they’re so new.”