How keen are customers to pay for well being and health apps?
Kantar’s current report, Connecting with the Well being & Wellness Group, is a wide-ranging client evaluation of bodily and emotional well being within the post-pandemic period and an in depth snapshot of how customers throughout ten nations are utilizing expertise to observe their well being and wellness and what they’re keen to pay for.
We carried out a worldwide survey of 10,000 respondents throughout ten nations in August 2022. Along with the worldwide outcomes, we embrace evaluation of how the variables of age, gender, and locale affect the outcomes.
Our knowledge exhibits that many customers see important advantages from the usage of well being and health apps. Nonetheless, there may be market potential for a lot larger client uptake of this expertise.
Right here we discover a number of of the important thing insights.
Bodily and emotional wellness improves with the usage of well being tech
Total, 39% of individuals see enhancements of their bodily well being and emotional well being once they monitor their well being with the assist of expertise.
Age issues with respect to this situation. Extra youthful individuals are experiencing enhancements of their bodily well being with the assist of smartphones and wearable gadgets than older generations.
44% of Gen-Z see enhancements of their bodily and emotional well being once they monitor their well being with the assist of expertise, versus solely 37% of Boomers.
78% of health-conscious customers consider that the social and neighborhood elements embedded in health apps make it simpler to apply wholesome habits.
Extra folks see enhancements in bodily well being utilizing a smartwatch
By way of gadgets, the usage of a smartwatch ranks highest by way of self-reported well being outcomes. Amongst those that see enhancements of their bodily well being after monitoring it with the assist of expertise, 41% of individuals use a smartwatch; 38% use a smartphone solely; and 35% use different forms of wearable gadgets.
Well being and health apps are reported because the apps having essentially the most important impression on wellness
Well being and health apps vary in utility from people who focus strictly on bodily well being to apps that handle wellness points reminiscent of sleep high quality, menstrual cycles, and food plan and diet.
Globally, 32% of the folks in our examine say that health and train apps have the best impression on their bodily well being.
Smartwatches (18%) and food plan and diet apps (12%) adopted, in 2nd and third place.
The opposite apps that we tracked every ranked beneath 10% of respondents by way of customers believing that these choices have important impacts on bodily well being. For instance, solely 9% of respondents agree that sleep-tracking apps enhance bodily well being, in comparison with 5% in settlement for meditation apps.
A 3rd of well being acutely aware customers cannot reside with out their subscriptions
Of those that pay for health-related apps, 63% maintain paid-for subscriptions to health and train apps. The probably paid subscription to carry is a health and train app (57%), adopted by life teaching (34%), food plan and diet (26%), and meditation and mindfulness (23%) apps.
Singapore, India, and China rank highest with respect to purchases inside these 4 app classes. For instance, 77% of respondents in China have a paid-for health and train subscription. Singapore locations second for paid-for life teaching (43%) and meditation and mindfulness subscriptions (29%).
Respondents from the US are the probably to agree that they can’t reside with out a minimum of one health and train app (48%), in comparison with Spain at tenth place (11%). Globally, 33% of these surveyed say that they can’t reside with out a minimum of one health app.
Boomers are probably to cancel a subscription if there was not a price (25%). Millennials are the probably cohort to cancel if their value of residing was too excessive (15%), however nonetheless extra more likely to discover a cheaper different (24%).
Get extra solutions
For extra insights from this complete examine, entry the entire Group Report: Connecting with the Well being and Wellness Group.
Discover extra generational, gender, and country-specific insights on the impression of the pandemic and the cost-of-living disaster on emotional wellness and the methods during which respondents use digital expertise to entry wellness assets.
About this examine
This analysis was carried out on-line utilizing 10,000 respondents (1,000 per market) sourced from the Kantar Profiles Viewers Community throughout ten international markets: US, Brazil, UK, Germany, France, Spain, South Africa, China, India, and Singapore. All interviews have been carried out on-line in August 2022 and picked up primarily based on native census distributions for age and gender. The generational cohorts have been outlined as follows: Gen-Z (18-24), Millennials (25-39), Gen-X (40-55), Boomers (56-75).
