Freeletics Fitness App

Part
01
of two
Part
01

Fitness Apps: Perception

A review of customer sentiments toward the Freeletics app reveals that in terms of the app usage and its features, users are generally satisfied with the product. However, the perception of users on the Freeletics company is unsatisfactory basically due to the financial requirement for full access to the app.

Insight into the General perceptionS of fitness apps

The U.S. National Center for Biotechnology Information published a study on the usage of mobile fitness apps in 2017. The study aimed to determine if fitness apps aid users to meet their fitness goal. The study was based on the download and usage of three fitness apps that were available for free download on Apple and Google stores, of which only 47 out of the 64 participants lasted the study period of five months. The study compared individuals that exercised with apps and those that don't. Of the remaining 47 participants, 35 were fitness app users while 15 do not use apps. There were three checkpoints in the duration of the study which are after the first month, the third month, and the fifth month. The study revealed that the usage of the apps (minute usage) reduced drastically from the first checkpoint to the second checkpoint, but there was no significant difference from the second checkpoint to the last checkpoint. Furthermore, there was no significant difference between app users and non-users based on the "frequency of exercise per week at baseline, exercise intensity at baseline, and behavioral intention to exercise at baseline." However, "the attitude toward exercising using apps was significantly more favorable among users than non-users (32.3 vs. 27.6)".

Another publication by The Economic Times hinted that although fitness apps motivate customers to begin a workout routine, app users often struggle to maintain the routine in the long run. The publication revealed that about 47.5% of health/fitness app users eventually abandon the app at some point. A survey by BioMed Central Ltd on the general perception of health app users (fitness apps inclusive) revealed some barriers to the adoption and continue usage of health apps. They are;
  • Lack of time and effort.
  • Lack of motivation and discipline.
  • Lack of app literacy.
  • Low awareness of health apps.

Furthermore, the study identified the following motivators for the continued use of health apps:
  • Social competition.
  • Intangible rewards.
  • Tangible rewards.
  • Internal dedication and motivation.

Customers' perception towards the freeletics app

Based on reviews from three independent customer review websites — Apprview, Google Play Store, and Trust Pilot, we found that the majority of review feedback on the functionality and features of the app are positive. Few extracts from these websites are as follows;
  • Yhung Matty - "Love the challenge! Love the feedback system! Great user interface. Easy to understand and use! Recommend it to anyone".
  • MikeCP - "No hyperbole. It was the push I needed to get fit. I feel great and look forward to my workouts."
  • Kiki Embryonic - "this app is the bomb. I pay for the coach, which is as close as you get to PT without an actual PT living in your house. Make no mistake these workouts are no joke, I've been to HIIT and yoga classes that aren't this hard/satisfying. 100 bucks may seem steep to some until you realize nope. It isn't...."
  • Unnamed User - "Simple and straightforward to reach your goals. The motto "No Excuses" is the best to describe this app."
  • Andreass - "Freeletics is an awesome way to keep healthy on a daily basis."

Customers' perception towards freeletics company

We also searched through the review websites to provide statements made towards the company and found that they were negative statements due to user access to the app. Few extracts are;
  • Olympiusdiaz - "They reel you in with “free” and then they won't let you move forward without paying. No thanks."
  • Jdelcastilloe71 - "It said that the app has a trial period but it will charge you, right away! Please don’t be a fool."
  • LivvyDetweiler - "Why is this app called “freeletics” if you have to pay money to use it? I thought maybe there’d be a free session at least, but no haha. As soon as I submit my info about my goals, weight, height, etc. it goes directly into payment methods No thanks. False advertisement!"
  • Jody - "Same as everyone else auto renew when I had already canceled and they just said sorry and would not give money back, I have disputed with PayPal, I do not like when companies just rip people off."
  • Leonardo Roić - "Don't think the app is free, that's the biggest lie about this. Every single exercise is to be paid. 2 stars for the design."
Part
02
of two
Part
02

Fitness Apps: Demographic Analysis

In the United States, the demographic groups that are using fitness apps the most are women, ages 18-29, city or urban community dwellers, Hispanic Americans, and mid-income earners. These are the demographic groups in the country that have the highest percentages of people who are regular, occasional, or one-time only users of apps that either track fitness or provide fitness instructions.

METHODOLOGY

As they are typically the types of sources that provide demographic information, surveys or polls were the first things we looked for in finding the requested information. We searched for surveys or polls of Americans or people in the United States who are using fitness apps. A number of articles, particularly those published by social media marketing group SGB Media, digital marketing news site Net Imperative, and e-commerce intelligence provider Digital Commerce 360, all indicate that analytics company Flurry Analytics has conducted a survey about fitness apps, so we searched for the actual survey results that Flurry Analytics has published. We learned, however, that the survey focused on how often and when people use fitness apps, not the type of person that uses fitness apps the most. We also came across an article published by fitness marketing specialist Wellness Creative Co. that mentions "millennials use fitness apps more than other age groups, with women using them twice as much as men," but the article does not appear credible and the statistics can be traced to an outdated source.

The lack of relevant surveys prompted us to try searching for academic or scholarly studies. Our press search and our searches on academic databases such as Google Scholar did not return any helpful insights, however. They led us to a study published by researchers from Pennsylvania State University, but the study did not cover any demographic analysis of fitness app users or usage. It focused on how people use fitness apps, and while it provided the breakdown of BodySpace users by gender, BodySpace is a social fitness platform rather than the typical fitness app.

Looking for images, charts, and tables segmenting fitness app users in the United States by gender, age, location, or some other demographic variable, we then came across several Statista charts that readily provide the requested information. We found charts breaking down fitness app usage by gender, age, location/community, ethnicity, and income. We could not trace where Statista got the demographic information, but it appears the original sources can be accessed by premium Statista account holders. In the end, as there is no other information that is publicly available, we decided to base our answers on the aforementioned Statista charts. Statista, after all, has over a million registered users, and its customer base encompasses "a wide range of globally active companies and premier academic institutions." Leading social media analytics company Socialbakers has recently partnered with Statista, and the University of Delaware has listed Statista as one of its featured resources. Since these reputable institutions have chosen to trust Statista, we made up our mind to trust Statista as our sole source in answering this particular request. Please note that, according to Statista, all the statistics below were based on the results of a 2017 survey.

GENDER

FITNESS INSTRUCTION APPS

  • In the United States, 5% of female adults versus 7% of male adults use fitness instruction apps regularly.

  • On the other hand, 11% of female adults versus 9% of male adults in the country use these apps occasionally.

  • Moreover, 10% of female adults versus 8% of male adults in the country have used these apps only once.

  • Lastly, 51% of female adults versus 49% of male adults can imagine using a fitness instruction app.

All in all, compared to adult men, adult women in the country have a lower percentage of regular users, a higher percentage of occasional users, and a higher percentage of one-time-only users of a fitness instruction app.

AGE

FITNESS TRACKING APPS

  • When it comes to fitness tracking apps, 29% of adults ages 18-29, 25% of adults ages 30-45, 13% of adults ages 46-60, and 12% of adults ages 61 and older in the United States use these apps regularly.

  • On the other hand, 23% of adults ages 18-29, 20% of adults ages 30-45, 11% of adults ages 46-60, and 5% of adults ages 61 and older in the country use these apps occasionally.

  • Moreover, 12% of adults ages 18-29, 17% of adults ages 30-45, 6% of adults ages 46-60, and 3% of adults ages 61 and older in the country have used a fitness tracking app at least once.

  • Lastly, 28% of adults ages 18-29, 27% of adults ages 30-45, 47% of adults ages 46-60, and 48% of adults ages 61 and older can imagine using these apps at some point.

All in all, compared to adults in other age groups, adults aged 18-29 have a higher percentage of regular users and a higher percentage of occasional users of fitness tracking apps.


FITNESS INSTRUCTION APPS

  • When it comes to fitness instruction apps, 11% of adults ages 18-29, 6% of adults ages 30-45, 5% of adults ages 46-60, and 3% of adults ages 61 and older in the United States use these apps regularly.

  • On the other hand, 19% of adults ages 18-29, 14% of adults ages 30-45, 6% of adults ages 46-60, and 3% of adults ages 61 and older in the country use these apps occasionally.

  • Moreover, 15% of adults ages 18-29, 14% of adults ages 30-45, 5% of adults ages 46-60, and 2% of adults ages 61 and older in the country have used a fitness instruction app once.

  • Lastly, 42% of adults ages 18-29, 50% of adults ages 30-45, 53% of adults ages 46-60, and 55% of adults ages 61 and older can imagine using these apps at some point.

All in all, compared to adults in other age groups, adults ages 18-29 have a higher percentage of regular users, a higher percentage of occasional users, a higher percentage of one-time-only users, and a lower percentage of people who can imagine using an app that provides fitness instructions.

LOCATION

FITNESS TRACKING APPS

  • As far as fitness tracking apps are concerned, 21% of city or urban community adult dwellers, 20% of suburban community adult dwellers, and 16% of rural community adult dwellers in the United States use these apps regularly.

  • On the other hand, 18% of city or urban community adult dwellers, 15% of suburban community adult dwellers, and 11% of rural community adult dwellers in the country use fitness tracking apps occasionally.

  • Moreover, 12% of city or urban community adult dwellers, 8% of suburban community adult dwellers, and 9% of rural community adult dwellers have used fitness tracking apps once.

  • Nearly 33% of city or urban community adult dwellers, 41% of suburban community adult dwellers, and 37% of rural community adult dwellers can imagine using fitness tracking apps at some point.

All in all, compared to adult dwellers in other types of communities, adult dwellers in city or urban communities have a higher percentage of regular users, a higher percentage of occasional users, and a higher percentage of one-time-only users of a fitness tracking app.


FITNESS INSTRUCTION APPS

  • As far as fitness instruction apps are concerned, 7% of city or urban community adult dwellers, 6% of suburban community adult dwellers, and 4% of rural community adult dwellers in the United States use these apps regularly.

  • On the other hand, 16% of city or urban community adult dwellers, 9% of suburban community adult dwellers, and 5% of rural community adult dwellers in the country use a fitness instruction app occasionally.

  • Moreover, 11% of city or urban community adult dwellers, 7% of suburban community adult dwellers, and 9% of rural community adult dwellers have used a fitness instruction app once.

  • Lastly, 44% of city or urban community adult dwellers, 54% of suburban community adult dwellers, and 51% of rural community adult dwellers can imagine using these apps at some point.

All in all, compared to adult dwellers in other types of communities, adult dwellers in city or urban communities have a higher percentage of regular users, a higher percentage of occasional users, and a higher percentage of one-time-only users of fitness instruction apps.

OTHER DEMOGRAPHIC VARIABLES

  • In the United States, 11% of Asians, 13% of African Americans, 16% of Hispanic Americans, and 4% of Caucasians use fitness instruction apps regularly.

  • On the other hand, 12% of Asians, 15% of African Americans, 16% of Hispanic Americans, and 10% of Caucasians in the country use a fitness instruction app occasionally.

  • Moreover, 9% of Asians, 10% of African Americans, 16% of Hispanic Americans, and 8% of Caucasians have used a fitness instruction app once.

  • Lastly, 51% of Asians, 48% of African Americans, 35% of Hispanic Americans, and 52% of Caucasians can imagine using a fitness instruction app at some point.

All in all, compared to other ethnicities, Hispanic Americans have a higher percentage of regular users, a higher percentage of occasional users, and a higher percentage of one-time-only users of fitness instruction apps.

With respect to fitness apps in general, nearly 79% of high-income Americans, 81% of middle-income Americans, and 76% of low-income Americans have used these apps. Compared to Americans in other income groups, middle-income Americans have a higher percentage of users of these apps.

Sources
Sources

From Part 02
Quotes
  • "Millennials use fitness apps more than other age groups, with women using them twice as much as men."
Quotes
  • "The researchers used data from publicly available profiles on BodySpace, often referred to as the "Facebook of fitness apps." "
  • "The final sample contained about 682 profiles of people who used the app from 2003 to 2017. About 408 profiles were from male users and 255 were those of female users. About 2.8 percent of the users did not report their gender."
Quotes
  • "With a team of over 250 statisticians, database experts, analysts, and editors, Statista provides users with an innovative and intuitive tool for researching quantitative data, statistics, and related information. Statista’s client base includes a wide range of globally active companies and premier academic institutions. Since the launch of the platform in 2008, more than 1,000,000 users have registered with Statista."