Wearable Use for New Year’s Resolution Weight Loss to increase 20 Percent in 2015

What your New Year’s resolution? I’m sure many of yours,
just like mine, is to lose a few pounds and get in better shape. Well, we aren’t
alone. But, will we keep our resolution throughout the year? According to a new
study The
Psychology of Weight Loss
, no we won’t.
Eighty-three percent of Americans are actually expected to
lose the New Year’s weight loss resolution battle, according to the study on
consumer behaviors conducted by Instant.ly, a consumer insights platform
provided by online market research company uSamp.
“We know wearables were all the rage in 2014, but most
stories in the media focus on telling consumers what the use cases could
be,” said Andy Jolls, CMO of uSamp, in a statement. “For the first
time, the public is reporting that these devices have paid off, but the
staggering gap between those utilizing such tools to reach their goals and
those missing their resolutions all together should tell marketers they need to
do a better job of reaching consumers and educating them about product
benefits.”
To complete the study, Instant.ly polled over 1,000
respondents nationwide to dive into the behaviors and psychologies behind the
commitment to diet and exercise. It shows that by the third week of January, 24
percent of Americans will quit their “get fit” programs, blaming the
inability to resist the temptation of junk food (46 percent) or being spread
too thin with the pressures of family and work (31 percent).
Despite the failure rates, many respondents are looking to
digital devices to help them shed pounds. In 2015, more than 20 percent of
respondents plan to use a wearable fitness band or application to track their
weight loss, while 21 percent who say they’re already using one. The study also
shows that 28 percent of respondents know that their use of a fitness wearable
has helped them reach their fitness goals in the past and they’re looking to it
as a path to success.
Jolls said, ‘Our study yields direct opportunities for
marketers to capitalize on the benefits of gamifying weight loss or better
showcasing a rewards system when dieters hit milestones.”

About the Author:
Amanda Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
including 
Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.