Fitness apps consumer attitudes

Abstract

A mobile app is a computer program designed to run on smartphones, tablet computers and other mobile devices. Apps are usually available through application distribution platforms, which began appearing in 2008 and are typically operated by the owner of the mobile operating system, such as the Apple App Store, Google Play, Windows Phone Store, and BlackBerry App World. App usage has become the latest fad amongst young and older users. With improving GPS, IOT, sensors and data technologies fitness apps have become the latest for the users. Multiple developers have multiple apps in the market place to piggy back on the low barriers of entry and exit. In this report, we capture the core of the attitudes of the consumer by mapping the product attributes on to the attitudes. We then capture the core values that are associated with the category. These values are mapped onto a standard inventory of values. Finally AIO is captured of the segment. Demographic information is also captured to understand who uses the apps and who does not. Literature on consumer behaviour was reviewed to understand the latest in the research. The verified hypotheses was also tested in the project. The literature was in 2 topics- Attitudes and Lifestyle, AIO and values. A survey was floated to people in Bangalore, urban, high income group with focus on fitness and running. Over 100 responses were collected and ANOVA, clustering was run on the collected data. Several hypotheses were tested which were broadly on the lines of which attitudes drive usage andwhat values drive the attitudes and so on. We found that there were lots of gaps which the app developers have to address and engage in brand building in the long run. The major attitude-value- AIO gaps were analysed and we concluded that there is a segment mismatch and the me too approach of the apps were hurting the category overall.