Leading Brands in Health & Wellness: Q4 2024 Analysis

In the ever-evolving Health & Wellness sector, several brands have emerged as leaders in the GB market, showcasing robust digital engagement across websites and applications. This article delves into the performance and trends of Strava, Fitbit, and MyFitnessPal, highlighting their audience dynamics from Q3 to Q4 2024. Sensor Tower's comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, offers unparalleled insights into these trends.

Strava, Inc.

Strava's digital ecosystem, featuring strava.com and the Strava: Run, Bike, Hike app, continues to captivate fitness enthusiasts.

• Audience Trends: From Q3 to Q4 2024, strava.com experienced a decline in visits, dropping from over 21M in September to approximately 13M by December. The monthly deduplicated audience remained stable, hovering around 5.2M in December, with a notable lean towards app-only visitors.

• App Engagement: The app saw a slight decrease in monthly active users, moving from around 1.7M in August to about 1.5M by December, indicating seasonal fluctuations.

• Ad Spend & Channels: Strava's monthly advertising investment was dynamic, peaking in October at over $100K with significant impressions through Instagram, while Facebook saw reduced engagement in the latter months.

Fitbit

Fitbit's presence, primarily driven by fitbit.com and the Fitbit: Health & Fitness app, reflects its commitment to user health.

• Audience Trends: The website visits decreased significantly, from over 2.5M in July to under 1M in December. Despite this, the monthly deduplicated audience remained above 2.4M in December, with a strong app-only visitor base.

• App Engagement: The app maintained a stable monthly active user base, with active users consistently above 950K through Q4, reflecting steady engagement.

• Ad Spend & Channels: Minimal monthly advertising activity was noted, with slight expenditures on Facebook in the fall months, indicating a strategic focus on app engagement over paid reach.

MyFitnessPal, Inc.

MyFitnessPal's ecosystem, comprising myfitnesspal.com and the MyFitnessPal: Calorie Counter app, remains a favorite for those tracking nutrition.

• Audience Trends: The website saw fluctuations, peaking at over 3.6M visits in October. The monthly deduplicated audience decreased slightly to around 2.2M by December, with app-only users forming the majority.

• App Engagement: The app experienced a decline in monthly active users from approximately 1.8M in July to about 1.3M in December, suggesting seasonal user behavior.

• Ad Spend & Channels: Limited monthly ad spend was observed, with a notable spike on Instagram in September, contributing to heightened impressions.

Conclusion

In summary, Strava, Fitbit, and MyFitnessPal have demonstrated unique engagement patterns and strategic approaches to digital presence in Q4 2024. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these dynamics, helping brands navigate the competitive landscape with precision.

For more detailed insights and to explore the full capabilities of Sensor Tower's data offerings, visit our Web Insights and Pathmatics pages.