As gyms and fitness studios closed during COVID-19 lockdowns, consumers have increasingly relied on health and fitness apps to help them stay healthy and maintain fitness routines from home. New data from app marketing platform Adjust shows that in addition to the New Year’s resolution trend of increased installs in early January, COVID-19 lockdowns drew users to health and fitness apps even more, upending the traditional fading of New Years’ resolutions.
WOFH (Working Out From Home)
The data shows that daily installs of health and fitness apps across the globe grew progressively throughout March, rising 67% above the 2020 average install rate at the end of March and beginning of April. Sessions, however, didn’t see significant growth until May, indicating that while installs may have accelerated during COVID-19 lockdowns, uptake in using those apps took time to catch on.
Gympass, the world’s largest corporate wellness benefits platform, quickly adapted to help its users stay active while at home. It introduced digital solutions such as on-demand and live-streamed classes, and virtual personal training sessions to help its customers maintain their physical fitness and mental wellbeing.
“In a matter of weeks, we took programs from PowerPoint to reality,” said Rodrigo Silveira, SVP of New Ventures at Gympass. “We looked at wellness with a more holistic approach to create a complete corporate wellness benefit across all of our plans that can be customized to fit individual needs. In partnership with apps like Healing Clouds, Mobills, 8fit, and Wellness Coach, we were able to create a new adaptable model that is here to stay.”
A recent U.S. consumer survey from Gympass affirms that digital wellness is an enduring trend. The findings reveal that a majority (82.8%) of Americans are willing to work out virtually post-pandemic, suggesting they have adapted to this ‘new normal’ long-term as a result of quarantine.
Meanwhile, Adjust’s data shows that although Installs and sessions have started to decrease following their respective peaks, sessions are still trending far higher than in 2019. July installs are up 7% compared to 2019, and sessions have increased by 61%. This suggests not only are apps getting more of a workout, but their users are too.
Interestingly, Sunday is the day of the week when users are focusing most on getting into shape, Adjust finds. By Friday, weekend plans seem to sway users away from health and fitness apps. Sunday has the most sessions globally every week in 2020, while Fridays consistently see the lowest.
“The pandemic and ensuing lockdowns have led many consumers to re-prioritize their lifestyles and their day to day behaviors,” said Paul H. Müller, co-founder and CTO of Adjust. “Our data suggests that this is widely reflected in the health and fitness habits of consumers and points to a longer-lasting trend of people preferring to WOFH (workout from home) rather than going to the gym — especially as safety measures remain in place in many countries around the world.”
The data is based on an analysis of trends seen in installs and sessions in global apps defined under the health and fitness vertical within the Adjust database.