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Consumer Electronics

Earnings aside, over 60 percent of fitness trackers purchased online Q1 were Fitbits

by Taylor Stanton - May 04, 2016

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Despite a tepid reaction from Wall Street, Slice Intelligence reports that the company is in a league of its own. Fitibit leads the online athletic wearables market and has tracked 45 percent of the category's sales during the first quarter of 2016. Fitbit’s leading position is even more apparent when we look at online item sales; 62 percent of athletic wearables purchased this year have been on Fitbit trackers, outselling the Apple Watch by 40 percent.

Spring launches help drive Fitbit sales

Slice Intelligence observed that Fitbit orders jumped in spring, particularly in March when the Alta tracker launched. This new fitness wristband, which tracks all-day activity and sleep tracking, accounted for nearly one-third of Fitbit’s revenue in March, when 63 percent more Fitbit orders were made during same period last year.

While Alta was the most popular Fitbit in March, the Fitbit Charge HR has been the highest-selling fitness tracker this year. When we include the Apple Watch into the product mix, we see that the Sport model was the second-most popular item purchased in the first quarter.

More women are opting to buy athletic trackers

The latest numbers show that the demographics of Apple Watch and Fitbit buyers are shifting, as more women prefer to purchase these products with greater frequency. For Fitbit this evolving trend cumulated in March, when 63 percent of Fitbit’s revenue was coming from women, compared to 56 percent last year. Apple’s demographic shift in Watch sales has been more dramatic because three-quarters of initial launch sales came from men, the traditional tech early adopters, while now the buying breakdown is nearly 60/40.

About this data

With a panel of more than 4.2 million online shoppers, Slice Intelligence offers the most detailed and precise digital commerce data available, reported daily.


Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, over time. This retailer-independent methodology accurately measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized ereceipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.


Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time, from a representative sample of online consumers. Slice Intelligence correlates to the U.S. Department of Commerce as well as public filings of leading ecommerce companies.

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