Deep dive into why consumers stick with or ditch fitness trackers: implications for wearable fitness industry

Purpose As fitness trackers rise in popularity, user retention and engagement become critical for commercial success. This study investigates the motivators for use and reasons for abandonment of fitness wearables. Design/methodology/approach Using a qualitative approach, data were collected through open-ended essays from participants who had adopted fitness trackers but subsequently discontinued the usage. Findings The analysis revealed four external stimuli (market push, social pull, technology appeal and environmental dynamics) and five internal motivators (health monitoring, design and technical attributes, social engagement, ease of use and psychological well-being) driving use. Challenges leading to abandonment included design limitations, technical limitations, technological anxiety, tracking anxiety, motivation deterioration and value and privacy concerns. Discontinuation patterns include complete abandonment, alternative solution adoption, temporary pause and device upgrade considerations for personalization. Improvements desired are expansion of health metrics, technical improvements, design and comfort and customization and flexibility. Originality/value The findings extend theoretical understanding of technology discontinuance and provide valuable insights for technology manufacturers and marketers in developing more sustainable user engagement strategies and improving device features based on user preferences and abandonment patterns.