one step at a time: an examination of wearable fitness ... · wearable devices for tracking...
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OneStepataTime:
Anexaminationofwearablefitnessdevicesusedfortrackingactivityand
consideringthemotivationalimpactfromtheiruse.
CarynChan
AResearchPapersubmittedtotheUniversityofDublin,inpartialfulfilmentofthe
requirementsforthedegreeofMasterofScienceInteractiveDigitalMedia
2017
i
Declarations:
IhavereadandIunderstandtheplagiarismprovisionsintheGeneralRegulationsofthe
UniversityCalendarforthecurrentyear,foundat:http://www.tcd.ie/calendar
IdeclarethattheworkdescribedinthisResearchPaperis,exceptwhereotherwisestated,
entirelymyownworkandhasnotbeensubmittedasanexerciseforadegreeatthisorany
otheruniversity.
Signed:_____________________________
CarynChan
11/05/2017
ii
Permissiontolendand/orcopy
IagreethatTrinityCollegeLibrarymaylendorcopythisResearchPaperuponrequest.
Signed:_____________________________
CarynChan
11/05/2017
iii
Acknowledgements
Iexpressmywarmthankstomysupervisor,GlennStrong,forhisguidance,dedicated
involvementandunderstandingthroughouttheentireprocess.Ithankmyparentswhose
endlessunwaveringsupportisatestamenttothemboth.Completingthisdissertation
requiredmorethanacademicsupport,andIhavemanygoodfriendstothankforlistening
and,attimes,havingtotoleratemeoverthepastmonths.Icannotbegintoexpressmy
gratitudeandappreciationfortheirfriendshipandsupport.
iv
Summary
Wearabledevicesfortrackingactivityaredesignedforefficiencyinreactiontodeveloping
technologiesandknowledge.Thispaperquestionshowthemicro-managementofphysical
activityhasimplicationsformotivationalhumanbehaviourandthemacro-issueofhealth
andfitness.
ThemethodologyofthisResearchPaperestablishesatheoreticalframeworkthrough
literaturereviewsdiscussingthemanagementofhealthandfitnessthroughactivityand
exercise;devicesandtechnologiesasatoolformeasurementandunderstanding;theiruse
andintegrationindailylifeasanextensionofthebody.Aqualitativesurveyandcritical
analysisofresultsfollowstoevaluatethefactorsbehindthetakeupandeffectivenessof
fitnesstrackers.
Thisresearchpaperexaminestherelationshipbetweenusersandwearabletechnologies.It
substantiatesthatuserattitudesandobjectiveintentionsoftendeterminethefitness
trackertheymayadopt,andfurthermore,areverymuchreflectedintheiractualuseof
certaindevices.Theresearchshowshowfitnesstrackersofferavarietyofmeansfrom
whichausercandrawmotivation–thatwhilestatisticsprovidedbyadevicemaybe
presentedasobjectivequantities,theuser’ssubjectiveviewofthemmaypromptthemto
engageinadditionalactivity.Thepaperconcludesthatfitnesstrackersaremorethansimply
justobjectivetrackingdevicesbutpowerfulmotivationaltoolsinpromotingphysicalactivity.
v
TableofContents
ListofFigures vi-viii
ResearchIntroduction 1
CHAPTERONE
1.1TheImportanceOfSelf-Knowledge 2
1.2ThePowerOfMeasurement 3
CHAPTERTWO
2.1MeasuringTechnologies 8
2.2CurrentManufacturersAndRelationshipWithAudienceAttitude 9
2.3PerceptionOfUsefulness 14
CHAPTERTHREE
3.1TheoreticalFrameworkAndResearchHypothesis 17
3.2Method–QualitativeSurveyDesign 18
3.3QuestionnaireResults-EvaluationAndCriticalAnalysis 19
3.3.1CategorisationOfParticipants 19
3.3.2IntentionsForUptake 23
3.3.3IntentionAndExpectationVersusRealOutcome 26
3.3.4MotivationalUse 28
3.3.5ReasonsForDiscontinuedUseOfAFitnessTracker 35
3.3.6CompetitionOrSharingAsAdditionalMotivation 37
3.4FutureDevelopment 43
3.5Conclusions 44
References 46
Appendix–GoogleFormssurvey 48
vi
ListofFigures
Figurea.WorldwideTop5WearableDeviceVendorsSharebyUnitShipments,2016Q4.
Figure1.Categorisationof68participantsbyworkoutfrequencyinanswertoquestion
‘Howmanytimesaweekwouldyousetasidetimetoworkout?’
Figure2.Countoffitnesstrackersbysamplegroupusers(68participants)
Figure3.Distributionoffitnesstrackersusedby‘casual’frequency(14participants),‘regular’
frequency(41participants)and‘intense’frequency(13participants).
Figure4.PercentageoffitnesstrackersusedbyMaleparticipants(23participants)&Female
participants(44participants)
Figure5.PercentageofactivityfrequencybyMaleparticipants(23participants)&Female
participants(44participants)
Figure6.Countof(68participants)intentionsforusingafitnesstracker(s)
Figure7.Percentagecomparisonofintendeduseacross‘casual’frequency(14participants),
‘regular’frequency(41participants)and‘intense’frequency(13participants).
Figure8.PercentageofFitbitusers(30total)‘intentioninpurchasingafitnesstracker(s)’
Figure9.CountofGarminusers(17total)‘intentioninpurchasingafitnesstracker(s)’
Figure10.Comparisonofinitialexpectationandactualuseinwhichcurrentusers(56
participants)utilisetheirfitnesstrackers.
Figure11.Categorisedusetrendoffitnesstrackerownerswithinoneyearofuse(22
respondents)
vii
Figure12.Categorisedusetrendoffitnesstrackerownersafteroneyearofuse(34
respondents)
Figure13.Countof(56participants)inresponsetostatement.
Figure14.Countof(33participants)incodedfree-textresponsetopreviousquestion.
Figure15.Countof(56participants)responsetostatement.
Figure16.Countof(56participants)responsetostatement.
Figure17.Countof(56participants)responsetostatements.
Figure18.Countof(56participants)responsetoquestion.
Figure19.Comparisonofdataanalysingwhetherparticipants(41participants)whostated
theyfelt‘encouraged’or‘stronglyencouraged’bytheirfitnesstrackerpartakeinadditional
activitytoreachstatistics.
Figure20.Comparisonofdataanalysingwhether‘encouraged’and‘stronglyencouraged’to
moveparticipants(41participants)indicatediftheychangedtheirbehaviour.
Figure21.Comparisonofdataanalysingwhether‘encouraged’and‘stronglyencouraged’
participants(41participants)indicatediftheychangedgoals.
Figure22.Ownershiptimeofrespondentswhofeltencouraged(41often&sometimes,15
never&rarely)bytheirfitnesstracker.
Figure23.Responseofparticipants(15)wholackedencouragementtomovebytheirdevice
Figure24.Timeframeoffitnesstrackerownership(12participants)beforediscontinueduse.
Figure25.Reasonsparticipants(8total)nolongerusetheirdeviceafter1yearormore.
viii
Figure26.Expectationandoutcomecomparisonofreasonsfordiscontinueduseofdevice.
Figure27.Percentageofdevicesownedby(19participants)whoansweredthey‘agree’and
(10participants)whoansweredthey‘stronglyagree’tostatement
Figure28.Countof(56participants)responsetoquestion.
Figure29.FitnessTrackercountof‘YES’participants(27total)&‘NO’participants(29total)
responsetosharing.
Figure30.Countofreasons(29participants)fornotsharingdata.
Figure31.Countofhowusers(27participants)categorisetheirsharinghabits.
Figure32.Fitnesstrackercomparisonbetween‘casual’and‘competitive’sharingofdata(33
participants).
Figure33.Reasonsforsharingofdata(27participants).
Figure34.Countofreasons(24participants)inresponsetonoticingdifferencesinactivity
fromengagingwithothers.
1
RESEARCHINTRODUCTION
Wearabledevicesfortrackingactivityaredesignedforefficiencyinreactiontodeveloping
technologiesandknowledge.Thispaperquestionshowthemicro-managementofphysical
activityhasimplicationsforhumanbehaviourandthemacro-issueofhealthandfitness.
Itwilldiscussthecurrentmarketclimateforwearabletechnologiesandtheirreach.
Itinvestigateshowbehaviouraltheoryisintegratedintowearabledevicestoproduce
motivationalfactorsinthephysicalexperienceofactivity.Indocumentingwearabledevices
asmeansoftrackinghumanbehaviour,itseekstoquestiontheroleofthedeviceas
containerandcalibrator,andcrucially,asaninstigatorofactivemovement.Theresearch
questionwillbeclarifiedoncethenecessarybackgroundhasbeendiscussed.
Thisresearchpaperexaminestherelationshipbetweenusersandwearabletechnologies
firstlythroughliteraryreviewsandobservations,andsecondlythroughqualitativesurveying
andcriticalcomparativeanalysis.
2
1.1THEIMPORTANCEOFSELF-KNOWLEDGE
Perhapswithoutevenknowing,variousdifferentincidentsinformanddictatemuchofwhat
weashumansdoonadailybasis.Whenconsidered,measurementsmakeupmorethanjust
themathematicsofthings,theyhaveapervasiveimpactonthecourseofourdailylives.
‘Wespendmuchtimeeachdaymeasuringthings:time(clocksandcalendars)…quantities
(lengths,volumes,weights),food(sizeofportions,recipes,calories,fatcontent)…health
(vitalsigns,labtests,cholesterol,bloodpressure,weight),sports(scores,battingaverages,
records)andhundredsofothermeasuresweusealmostdaily.’1Measurementsuniversally
constitutethingsthatformtheworldaroundusdowntothemakeupofourownbodies.
Activitydefinedis‘thestateofbeingactive;thequalityorconditionofbeinganagentorof
performinganactionoroperation;theexertionofenergy,force,orinfluence.’2
Formostpeoplethenotionofhealthandwellbeingisencapsulatedbythe‘soundnessof
body;thatconditioninwhichitsfunctionsaredulyandefficientlydischarged.’3Wecanhave
ourownperceptionofwellbeing,thatis,tofeelgoodwithinourbodies.Toanextentwe
knowwhatmakesourbodiestick,howeverwecannoteverquantifywhathappensbelow
theskinwithouttheuseofscientifictechnologyorcalibration.Measurementenhancesour
understanding–“ifyoucan’tmeasuresomething,youcan’tunderstandit.Ifyoucan’t
understandit,youcan’tcontrolit.Ifyoucan’tcontrolit,youcan’timproveit”.4Physicist
LordKelvinclaimedthatifyouareunabletomeasuresomething,yourunderstandingofitis
“meager”.Thatistosay,thatwhichyoumeasureisonlyareflectionoftheamountof
knowledgeyoupossessandnothingmore.
Withoutsomemeansofspecifiedobservationandcalculationwecanneverfullyunderstand
thephysiologicalandbiologicalchangesourbodiesarecontinuouslyundergoing.
1Spitzer,D.(2007) TransformingPerformanceMeasurement:RethinkingtheWayWeMeasureandDriveOrganizationalSuccess ,AmericanManagementAssociation:NewYork,pp.10. 2"activity,n."(2016).OEDOnline,OxfordUniversityPress[online]Availableat:http://www.oed.com/view/Entry/1958?redirectedFrom=activity[AccessedFebruary28,2017].3"health,n."(2016)OEDOnline,OxfordUniversityPress[online]Availableat:http://www.oed.com/view/Entry/85020?rskey=sI8NUy&result=1(accessedFebruary28,2017).4Spitzer,D.(2007) TransformingPerformanceMeasurement:RethinkingtheWayWeMeasureandDriveOrganizationalSuccess ,AmericanManagementAssociation:NewYork,pp.19.
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Unmeasuredthingscannotbeeasilyreplicated,ormanaged,orappreciated.5Walter
Cannon’s(1932)conceptof‘homeostasis’states‘themaintenanceofadynamicallystable
statewithin…conditionsinthebody(e.g.asregardsbloodtemperature)byphysiological
processesthatacttocounteranydeparturefromthenormal.’6Someevaluationof
homeostasiswhenappliedtohealthandwellbeingimpliesaconditionofrelativestability.
Thereforeitcanbesaidthatmeasurementsaresorequiredinordertogaugethissortof
balanceofhealth.Inmostcaseswithsomeexception,thewaywemeasuresuccess
determinesthesuccesswewillachieve.
1.2THEPOWEROFMEASUREMENT
Protagoras,thegreatSophistphilosopherof5thcenturyB.C.E.,declaredthat‘Manisa
measureofallthings’.7
Asfarasmetaphorsgo:‘‘Measurementisthelock,feedbackisthekey.Withouttheir
interaction,youcannotopenthedoortoimprovement.’’8Basicmeasurementthrough
countingspecifically,intandemwithasteeringdeviceforanindividualconstitutesawayto
targetagoalandconsistentlyworktowardsit.Inorderforpeopletoengagewithsuch
guidelinesasthoseofferedbytheWorldHealthOrganisation,peoplerequiredevicestohelp
themdoso.Ashealthandfitnessremainsahottopicinthepresentday,themarketfor
monitorshelpingtotrackphysicalactivitygoalsandhealthylifestylevariablesisinevitably
growing.Themostusedoutputparameterfromthesemonitorsisthecumulativestepcount
overaday,weekandbeyond.Thisconvenientandsimplyquantifiableoutputmayseem
insignificant,yetifconstantlymaintainedandbetteryetimproveduponitcansupportan
individualinachievingtheirphysicalactivitygoalsandmaintainingahealthylifestyle.
Fortheaverageperson,understandingthesheercomplexityofthehumanbodyisnotof
majorconcern,yetwearestillinterestedinhowwecareforitthroughourlifestylechoices.
InamodificationoftheProtagoreanepigram,HerbertArthurKleinfurthercommented:5Spitzer,D.(2007) TransformingPerformanceMeasurement:RethinkingtheWayWeMeasureandDriveOrganizationalSuccess ,AmericanManagementAssociation:NewYork,pp.11. 6"homoeostasis,n."(2016)OEDOnline,OxfordUniversityPress[online]Availableat:http://www.oed.com/view/Entry/88025?redirectedFrom=homeostasis[AccessedFebruary28,2017].7Klein,H.A.(1974)TheScienceofMeasurement:AHistoricalSurvey,NewYork:DoverPublications,pp.23.8Spitzer,D.(2007) TransformingPerformanceMeasurement:RethinkingtheWayWeMeasureandDriveOrganizationalSuccess ,AmericanManagementAssociation:NewYork,pp.18.
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“Manisameasurerofallthings.”9Measuringisincreasinglybecominghumantrait–toset
thatwithinthecontextofthispaper,wepresentlyfindourselvesinafirstworldobsessed
withcaloriesandcountingoftheiroutputandintakewithinourbodies.
Researchandextensivestudieshaveprovidedsubstantialevidencetosupportthe
importanceofhabitualphysicalactivityinmaintaininggoodhealthandpreventingchronic
disease.Acorrelatedunderstandingoftherelationshipbetweenhabitualphysicalactivity
andhealthmustbeestablishedinordertodefine‘anoptimalquantityofphysicalactivity
neededtoproduceimprovementsinhealth.’10Similarlyaccuratemethodsofphysicalactivity
assessmentarethereforeneeded.‘Atpresent,researchersencounterdifficultiesin
measuringhabitualphysicalactivitylevelsnoninvasivelyandaccurately.Tofurtherexplore
therelationshipbetweenphysicalactivityandhealth,amethodthatwouldaddressthese
issuesisrequired.’11
TheWorldHealthOrganisation(WHO,2010)andotherglobalinstitutionshavepublished
guidelinesthatrecognisethebenefitsofphysicalactivityforgeneralhealth.12WHOdraw
theirguidelinesfromconclusivescientificevidenceandvariousin-depthstudiesinthefield,
provingthatpeopleregularlyengagedwithphysicalactivity‘havehigherlevelsofhealth-
relatedfitness,alowerriskprofilefordevelopinganumberofdisablingmedicalconditions,
andlowerratesofvariouschronicnon-communicablediseasesthandopeoplewhoare
inactive.’13
Recommendedguidelinesstateinordertomaximisethehealthbenefitsofphysicalactivity
forthegeneralpopulation,activitiessuchasbriskwalkingorrunning,shouldbecarriedout
daily.14Aerobicactivity,alsocalledenduranceactivity,improvescardiorespiratoryfitness.A
combinationofaerobicandmuscularexercisemustbetakenup‘inordertoimprove
cardiorespiratoryandmuscularfitness,bonehealth,reducetheriskofNCDsand9Klein,H.A.(1974)TheScienceofMeasurement:AHistoricalSurvey,NewYork:DoverPublications,pp.23.10Strath,S.(2000)‘Evaluationofheartrateasamethodforassessingmoderateintensityphysicalactivity’,In:Medicine&ScienceinSports&Exercise,32(9),Suppl.,pp.S465.11Ibid.12O’Connell,S.,OLaighin,G.,&Quinlan,L.(2017)‘WhenaStepIsNotaStep!SpecificityAnalysisofFivePhysicalActivityMonitors’,PLoSONE[online],12(1):e0169616,doi:10.1371/journal,pone.0169616[Accessed27March2017],pp.2.13WorldHealthOrganization(2010)GlobalRecommendationsonPhysicalActivityforHealth,[online],Availableat:http://whqlibdoc.who.int/publications/2010/9789241599979_eng.pdf?ua=1[Accessedon:27March2017],pp.26.14Ibid.,pp.20.
5
depression.’15Throughthiswebegintoestablishthatthespecificnatureofanactivity
directlycorrelatestosomeaspectofone’sphysicalandmentalhealth.
‘Measurementsystemscreatethebasisforeffectivemanagement’16–effective
measurementthereforedefinesatruevaluewhencarriedoutproperlyandaccurately.The
benefitsthatcomefromtheabilitytomeasurethingsinrelationtohealtharemanifold–
physicalactivityisnoexceptiontotherule.‘Changeonekeymeasurethatiscurrently
drivingthewrongbehavior’inorderfortoseeimprovement–thisconceptestablishes
groundforencouragingphysicalactivitybymeansofmeasurement.17
Somearguethatallmeasurementmustbespecificandaccurateinordertobetruly
effective.Thevalidityofobjectivemeasurementsfromfitnesstrackingdevicesremains
contestedduetomanystudiesbeinghighlyheterogeneous.Activitymonitorshavebeenless
accurateatslowwalkingspeedsandinformationaboutvalidatedactivitymonitorsinchronic
diseasepopulationsislacking.18Someoutputvariablesfromcommerciallyavailable
monitorsmaynotpossessabsolutevalidity.19Intermsofmeasuringactivity,studieshave
shown:‘Objectiveandsubjectivemeasuresofphysicalactivitygivequalitativelysimilar
resultsregardinggenderandagepatternsofactivity.However,adherencetophysical
activityrecommendationsaccordingtoaccelerometer-measuredactivityissubstantially
lowerthanaccordingtoself-report.’20Whileaccuracyintermsofmeasuredquantities
accountsfortheoptimaloutcome,thispapercontendsthataplaceexistsfor‘rough’
measurementstobeaseffectiveinmotivationalpractices.
15WorldHealthOrganization(2010)GlobalRecommendationsonPhysicalActivityforHealth,[online],Availableat:http://whqlibdoc.who.int/publications/2010/9789241599979_eng.pdf?ua=1[Accessedon:27March2017],pp.26.16Reichheld,F.F.,&Teal,T.(1996).TheLoyaltyEffect:TheHiddenForceBehindGrowth,Profits,AndLastingValue.Boston,Mass:HarvardBusinessSchoolPress,pp.246.17Spitzer,D.(2007) TransformingPerformanceMeasurement:RethinkingtheWayWeMeasureandDriveOrganizationalSuccess ,AmericanManagementAssociation:NewYork,pp.15-20. 18VanRemoortel,H.,Giavedoni,S.,Raste,Y.,Burtin,C.,Louvaris,Z.,Gimeno-Santos,E.,…Troosters,T.(2012).Validityofactivitymonitorsinhealthandchronicdisease:asystematicreview,In:TheInternationalJournalofBehavioralNutritionandPhysicalActivity,9(84).19Mahar,M.T.,Maeda,H.,Sung,H.,&Mahar,T.F.(2014).‘Accuracyofthenikefuelbandandfitbitoneactivitymonitors’,MedicineandScienceinSportsandExercise,46(5).20Troiano,R.,Berrigan,D.,Dodd,K.,Mâsse,L.,Tilert,T.,&McDowell,M.(2008)‘PhysicalActivityintheUnitedStatesMeasuredbyAccelerometer’,In:Medicine&ScienceinSports&Exercise,40(1),pp.181-187
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Variousstudiesindicatethatfitnesstrackersdohoweverallowindividualstoaccurately
monitortheiractivityinordertoachievephysicalactivitygoals.21Peoplecanreadandtake
advantageofotherindicatorsthatmeasurementsprovide,whethertheyarespecificornot.
Measurablequantitieshavemanyfunctionswhenappliedtohealthandfitness,particularly
self-organisationandself-management–measurementfocusesattention;providesthebasis
forgoal-setting;increasesthevisibilityofperformance;clarifiesexpectations;enables
accountability;enhancesunderstanding,andpromotesconsistency.22
Whentheprincipleof‘effectivemanagement’ispracticeditproducesresultsthatcanbe
evaluated.TheguidelinesforphysicalactivityasdocumentedbytheWHOsupportthis
approach:‘aprogressiveincreaseinactivitytoeventuallyachievethetarget…is
recommended.Itisappropriatetostartwithsmalleramountsofphysicalactivityand
graduallyincreaseduration,frequencyandintensityovertime.’23Theincrementalincrease
ofaperson’smeasuredactivityovertimeconstitutesawaytoimprovetheirhealthand
fitness.Furthermore,theseimprovedmeasurementsfosteredbyanactivelifestyleleadsto
theconsistenteffectofachievingweightmaintenance.‘Accumulationofenergyexpenditure
duetophysicalactivityiswhatisimportanttoachievingenergybalance’24–thatistosay
thatconditionsinthebodymustbeseentobalanceinordertobeconsideredfitandwell.
‘Measurementtendstomakethingshappen;itistheantidotetoinertia’.Measurementhas
theinherentpowertomotivate.Whengivenmarkersorpointsofreference,thewillpower
ofapersontoimprovecanbeboostedwhentheycanquantifywhatittakestobetterthe
originalstate.Withoutmeasurablegoals,objectivetrackingcannotbetrulyachievedwhich
oftenleadstoalossofenthusiasmanddisengagementfromeffortstoimprove.People
favourthatwhichcanbemeasured–‘measurementreleasespowerfulmotivationalforces—
includinginitiative,prideinaccomplishment,peerpressure,andcompetitiveness.’25The
mostprominentexampleofmeasurementasamotivationalfunctionisexemplifiedbyany
21Tucker,W.,Bhammar,D.,Sawyer,B.,Buman,M.,&Gaesser,G.(2015)‘ValidityandreliabilityofNike + Fuelbandforestimatingphysicalactivityenergyexpenditure’,In:MedicineandScienceinSportsandExercise,7(14).22Spitzer,D.(2007) TransformingPerformanceMeasurement:RethinkingtheWayWeMeasureandDriveOrganizationalSuccess ,AmericanManagementAssociation:NewYork,pp.15-20. 23WorldHealthOrganization(2010)GlobalRecommendationsonPhysicalActivityforHealth,[online],Availableat:http://whqlibdoc.who.int/publications/2010/9789241599979_eng.pdf?ua=1[Accessedon:27March2017],pp.18.24Ibid.,pp.25.25Spitzer,D.(2007) TransformingPerformanceMeasurement:RethinkingtheWayWeMeasureandDriveOrganizationalSuccess ,AmericanManagementAssociation:NewYork,pp.20.
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athlete’scompetitiveperformance–acontinueddedicationtosurpassandself-motivate
themselvestohigherlevelsofperformance.
Whilehigh-levelperformanceisnotoneveryone’sradar,theadvantagesofmeasuringbeing
abletofacilitatefeedbackandmotivateasconsequencestillapply.Measurementand
feedbackarecentraltotheWorldHealthOrganisationguidelinesaimedatimproving
generalhealthoftheglobalpopulation.InlinewiththeWHOrecommendations,many
individualsaimtoimproveontheirphysicalactivitylevelsbyreachingapersonalgoalorthe
recommendedobjectivegoalof10,000stepsperday.26Thecumulativeloggingofstepscan
becomeasimpleyetkeyfactorinthepromotionandmaintenanceofphysicalactivitylevels
andmentalwellbeing.27Theaccuracyandprecisionofsomedevicesmaybedebatedin
termsofobjectivetracking,howeverthesubjectivemotivationalaspectstoengagein
activityformedasaresultofusingafitnesstrackerinthefirstinstancemaywellhold
greaterweightinsucharguments.
26O’Connell,S.,OLaighin,G.,&Quinlan,L.(2017)‘WhenaStepIsNotaStep!SpecificityAnalysisofFivePhysicalActivityMonitors’,PLoSONE[online],12(1):e0169616,doi:10.1371/journal,pone.0169616[Accessed27March2017],pp.2.27Ibid.
8
2.1MEASURINGTECHNOLOGIES
AsLouisPasteursaid,‘‘Ascienceisasmatureasitsmeasurementtools.”28
Theuseofwearablefitnesstrackers,justoneofthelatestdevelopmentsintheevolutionof
informationtechnology,providesmeansforindividualsinthegeneralpopulationtotrack
physicalactivity.Asmeasuringtechniquetoolstheyprovide‘themostusefulbridgebetween
theeverydayworldsofthelaymanandofthespecialistsinscience.’29
AtthemostbasiclevelpedometersandHeartRatemonitoringpiecesoftechnologyare
devicesthatare‘relativelylowcost,noninvasive,andabletogiveinformationonthepattern
ofphysicalactivity.’Byusingwearabletechnologiestheygiveusersquantifiablefiguresand
thereforeinsightsintohowtheirbodyworks.‘Fitnesstracking’asaconceptmeasuresa
person’sperformanceandstatisticsthroughusualactivitiesduringthecourseoftheday.
Basicstatisticsmeasuredbysimpledevicesmaybethingslikestepstaken,heartrate,
caloriesburnedwhilecomplextechnologiesmaygofurtherintotemperaturemonitoring,
stresslevelsandsleepingstates.Togetherthearrayofinformationcollectedbythetracker
paintsasomewhat-completepictureofaperson’shealth.
Withtheaforementionedcontextinmind,thelandscapeofwearablefitnesstracking
technologieshasgrownsignificantlyinthepastdecade.In2015therevenuefromtheglobal
healthcarewearabledevicesstoodat$5.1billionfortheyearandstateditfurthermore
‘expectsthattoincreaseto$18.9billionin2020.’30Thesteadilygrowingcasehasseenthe
InternationalDataCorporation(IDC)predicttheworldwidemarketforsmartwatchesand
otherwearablestoreachmorethan111millionunitsin2016,reflectinganincreaseof44%
comparedto2015.‘Morethaneightypercentofthesedeviceswillbewrist-worndevices-
28Spitzer,D.(2007) TransformingPerformanceMeasurement:RethinkingtheWayWeMeasureandDriveOrganizationalSuccess ,AmericanManagementAssociation:NewYork,pp.10. 29Klein,H.A.(1974)TheScienceofMeasurement:AHistoricalSurvey,NewYork:DoverPublications,pp.24.30O’Brien,C.(2016)‘Doeswearabletechnologydeservecleanbillofhealth?’In:TheIrishTimes[online],22September2016,Availableat:http://www.irishtimes.com/business/technology/does-wearable-technology-deserve-clean-bill-of-health-1.2798460[Accessed8March2017]
9
smartwristbands.’31Itisnocoincidencethatmajorplatforms,notablyAppleWatchOSand
AndroidWear,havepivotedtowardsfitnessandhealthapplications.32
2.2CURRENTMANUFACTURERSANDRELATIONSHIPWITHAUDIENCEATTITUDE
Thissectionreviewsthestateofthecurrentfitnesswearablesmarketinordertoestablish
contextforfuturediscussionofdevicesinthispaper.
Thecurrentclimateforwearableshasreachedanewall-timehighontheworldwidemarket
-‘shipmentsreached33.9millionunitsinthefourthquarterof2016(4Q16),growing16.9%
yearoveryear.’33Ofthatfigurefor2016,85%wasaccountedforby‘basicwearables’,
primarilycomprisedoffitnessbands.34Whiletheendquarterof2016appearedtoshow
laggingsalesinwearables,aburstofnewvendorsenteredthemarketandprevious
championsrefreshingtheirproductlineupshelpedsalvagedthefortunesoftheyear.35
Despitetheshiftinchangingdevelopmentsbeingmade,theregularleadingmanufacturers
remainedstrong.Inthissectionwewillestablishthemainplayersinthemarket,examine
thecompetitionthatexists,andfurthermoreconsiderthedirectionfitnesswearablesare
movingtowards.
Fitbitcontinuestoholdthemarketleadforwearablesandhascontinuedtogrow,owning
thegreatestshareofthefitnesswearablesmarketwithapproximatelyaquarterofitto
date.36Havingbeenestablishedsince2007,thevendorhasanextensivelistofproductswith
theintention‘tocreateawearableproductthatwouldchangethewaywemove’.37Fitbit’s
31Chuah,W.(2016)‘Wearabletechnologies:Theroleofusefulnessandvisibilityinsmartwatchadoption’,In:ComputersinHumanBehavior,65,pp.276.32Hunt,G.(2017)‘Fitnessandhealthtoolsdrivingwearablemarkettorecordlevels’,Siliconrepublic[online],Availableat:https://www.siliconrepublic.com/companies/wearables-fitbit-apple-fitness-tracker[Accessed8March2017].33InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS42342317[Accessed11Apr.2017].34InternationalDataCorporation,(2016).FitnessTrackersintheLeadasWearablesMarketGrows3.1%intheThirdQuarter,AccordingtoIDC[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS41996116[Accessed11Apr.2017].35InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC,Ibid.36InternationalDataCorporation,(2016).FitnessTrackersintheLeadasWearablesMarketGrows3.1%intheThirdQuarter,AccordingtoIDC,Ibid.37Odih,P.(2016)AdsensoryFinancialisation,NewcastleuponTyne,UK:CambridgeScholarsPublishing,pp107.
10
dominanceasaproduceroffitnesswearablesismostlyunrivalled,yetrecentlychallengers
haveshiftedtheirfocusinattempttotakeabiteofFitbit’smarketshare.Thebrandhas
grownsteadilyacrosstheworldhowevertheypresentlyfaceadeclineintheU.S.market
duetotheoversaturationofsimilarlow-costfitnesstrackingproducts.38
TheapproachabledesignandvastrangeofFitbitdevicesappealtothegeneralmasseswith
theintentiontotracktheiractivitysomeway.Fitbitdevicestelltheiruserswhattheyare
doingareinasimplifiedengagingmanner,theinformationeasytodiscernandseemlessly
integratedintoeachuser’sdailylifestyle.Theirmarketingstrategyprovestobethemost
populargarneringthemostsocialmediaengagement,creatingasolidimageamongst
consumers.39TheresultofFitbit’sclear,concise,encouragingandmotivationalbranding
capturesthepotentialcasualuserswithvariedintentionswhilesimilarlyappealingtothose
withastrongsenseofbrandawareness.
Asasimilarheavy-weightcompetitor,Applehasenteredthefitnesstrackingmarketwith
theirownline.RamonT.Llamas,theresearchmanagerforIDC'sWearablesteam
commentedthat‘FitbitandApplebothenjoyawarmreceptionintheU.S.wearables
market’.40Appleusersseemtodemonstrateahigh‘brandattitudeorloyalty’anddosoin
theiruptakeofAppleproducts41–theAppleWatchacquiressuchauserbasedthroughthis
trend.Thatbeingsaid,usershavebeensimilarlydrawntotheirfitnesstrackingendeavours
–‘Appleisoneofthefewcompaniesthathasbeenabletoquicklyrefocusitswatchtogain
tractionintheconsumermarketandhasalsobeenleadingthechargeonintroducingthe
smartwatchcategorytothecommercialsegment.’42
38InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS42342317[Accessed11Apr.2017].39Pinto,M.,&Yagnik,A.(2016)‘FitforLife:AContentAnalysisofFitnessTrackerBrandsUseofFacebookinSocialMediaMarketing’,In:SocietyForMarketingAdvancesProceedings[serialonline],November2016,pp.486-487.Availablefrom:BusinessSourceComplete,Ipswich,MA.AccessedMay8,2017.40InternationalDataCorporation,(2017).SatisfactionwithWearableDevices,2016.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=US42303117[Accessed11Apr.2017].41Chuah,W.(2016)‘Wearabletechnologies:Theroleofusefulnessandvisibilityinsmartwatchadoption’,In:ComputersinHumanBehavior,65,pp.282.42InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC,Ibid.
11
Thelatestgenerationwatcheslaunchedtowardstheendof2016provedtobea
commerciallysavvymoveandresultedintheirmostsuccessfulsalesquartertodate.43Their
improvedsuccesscomesoffthebackofaddressingconsumerconcernsregardingthe‘aging
lineupandanunintuitiveuserinterface’.Thoughbothissueshavebeenconsideredwiththe
latestgenerationwatches,Apple'ssuccesswilllikelybemutedasthesmartwatchcategory
continuestobechallenged.44ThelowerentrypricepointandtheinclusionofGPS
functionalityalongwithacompletelyrevampeduserinterfacehavehelpedthecompany
growitspresence.45
Brandawarenessplaysasignificantroleinthewearablesmarket,afactorthatIDC’sLlamas
appreciatesgiventhepopularityofFitbitandApple;‘theyarenottheonlyonesas
companieslikeGarminandSamsunghavegainedtheirownrespectivefollowings’.46Garmin
andSamsungtakeuptwootherpositionsinthetop5standingsforfitnesswearables.
Garminitselfengagesintargetinguserswiththeirsocialmediapresencebeingmoreactive
andfrequentthanthatofFitbitonline.47
IncontrasttoFitbit’sone-sizefitsallapproachwhichmissesanopportunitytotarget
differentkindsofspecificusers,theaudiencethatGarminattractsareaveryfocusedand
dedicatedfitnessfollowing.Thishastranslatedwellwiththecompanyencouragingusersto
graduatefromsimplerfitnesstrackerstomorecomplexandpriciertrackingwatchesthat
theynowoffer.AttheCES2017show,GarminannouncedtheirnewFenix5withpromise
thatanewsmallersizewouldhelpthedeviceappealtoabroaderaudience.48
43InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS42342317[Accessed11Apr.2017].44InternationalDataCorporation,(2016).FitnessTrackersintheLeadasWearablesMarketGrows3.1%intheThirdQuarter,AccordingtoIDC[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS41996116[Accessed11Apr.2017].45InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC,Ibid.46InternationalDataCorporation,(2017).SatisfactionwithWearableDevices,2016.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=US42303117[Accessed11Apr.2017].47Pinto,M.,&Yagnik,A.(2016)‘FitforLife:AContentAnalysisofFitnessTrackerBrandsUseofFacebookinSocialMediaMarketing’,In:SocietyForMarketingAdvancesProceedings[serialonline],November2016,pp.486-487.Availablefrom:BusinessSourceComplete,Ipswich,MA.AccessedMay8,2017.48InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC,Ibid.
12
MeanwhileSamsungcontinuestooffercompetitionaroundtheglobebeyondsmartphone
technology.ThankstobundlesofferedwiththeirNote7andotherSamsungsmartphones
theycontinuedtobeabletomovelargevolumesoftheirlatestwearablesfor2016.49
Roundingoutthetop5wearablestandingsisChina’selectronicscompanyXiaomi.Forthe
2016year,Xiaomi'srelentlessgrowth(15.2%ofmarketshare)helpedtoclosethegap
betweenitandFitbit(19.2%ofmarketshare)asthetopvendor.50Likeitsotherproduct
lines,thecompanyhasstuckwithalow-coststrategyandhasslowlytriedtoveerupstream
intermsofpricingbyintroducingnewdeviceswithheartratemonitoringandamildly
highersellingprice.However,Xiaomistilllackstheexpertiseandbrandrecognitionto
expandbeyonditsnativebordersinChina.51
Figurea.WorldwideTop5WearableDeviceVendorsSharebyUnitShipments,2016Q4.52
Beyondthefivemanufacturerslistedabove,40%oftherestofthemarketiscomprisedof
othercomplexandbasicwearables–‘Onaverage,threeinfourwearabledevicesshipped
49InternationalDataCorporation,(2016).FitnessTrackersintheLeadasWearablesMarketGrows3.1%intheThirdQuarter,AccordingtoIDC[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS41996116[Accessed11Apr.2017].50InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS42342317[Accessed11Apr.2017].51Ibid.52Ibid.
13
werebasic,whileoneinfourwassmart(i.e.,withabilitytorunthird-partyprograms).‘53
Onethingforcertainisthatthetechnologymarketischangingandevolving.Thelines
betweenfitnesstrackersandsmartwearablesarecontinuouslybeingblurred.‘Basic
wearablesstartedoutassingle-purposedevicestrackingfootstepsandaremorphinginto
multi-purposewearabledevices,fusingtogethermultiplehealthandfitnesscapabilitiesand
smartphonenotifications.’54Themainpointofdistinctionappearstobedeterminedby
softwarefunctionality.
Regardlessofthisdistinction,afiercelycompetitivemarketnowexistsascompaniesare
foundvyingforpotentialorexistingconsumers,forbetterorworse–‘Thishasledsome
companiestodevelopdevicesthatbehavemorelikesmartphoneswhileothershavequietly
shuttheirdoors.’55The2016slowdowninthemarketindicated‘anincreasinglyfickle
marketplacelookingforfurtherfunctionalitybeyondwhatithasseenthusfar’.56As
mentionedbefore,thereleaseofnewdevicestowardstheendoftheyearpromptedasurge
andindicatednewdirectionsthatwearablesarelikelytotakefor2017–‘cellular
connectivity,closerattentiontodesign,watchesthatactuallylooklikewatches,andan
emphasisonthird-partyapplicationsbegantotakerootduringtheyear,pointingto
continueddevelopment.Thesewillhelpshoreuptheuserbaseofwearableswhileadding
newusersgoingforward.’57
Despitenewvendorsenteringthemarketbringingstrengthsfromotherindustries,
accordingtoIDCthemainsourceofmarketgrowthappearstobedrivenbyvendorpush
ratherthanconsumerdemand.58Thoughwearablesareexpectedtomaintain‘apositive
outlook’,nomanufacturerhasreasontofeelcompletelysecure,astherearestillan
53InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS42342317[Accessed11Apr.2017].54Ibid.55InternationalDataCorporation,(2017).U.S.WearablesMarketShares,2016:FitbitKeepsGrip[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=US42352317[Accessed11Apr.2017].56InternationalDataCorporation,(2017).WorldwideWearablesMarketShares,2016:FitbitRetainsLeadership.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=US42352217[Accessed11Apr.2017].57InternationalDataCorporation,(2017).U.S.WearablesMarketShares,2016:FitbitKeepsGrip,Ibid.58InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC,Ibid.
14
outstandingpercentageofusersthatareeither‘neutralordissatisfiedwiththeir
experience’.59
IDCdoeshoweverreport‘highsatisfactionforhealthandfitness’wearablesandhighlights
thecontinuedpotentialtheyholdwithinthemarket.‘Healthandfitnesshaslongbeenthe
keyvaluepropositionformostwearabledevices,soit'sagoodsignthatthisrankedhighest
intermsofuser-respondentsatisfaction’.60Inareflectionofthepastyearandmoving
forward,theIDCcommentedthat‘moremeaningfulhealthandfitnessinsightsallsowed
theirseedsin2016,andin2017weshouldalsoseethembearfruit.Thiswillhelpshoreup
thebaseofwearabledeviceusersandenticethosewhohavebeenconsidering,buthavenot
yetpurchased,awearabledevice.’61
2.4PERCEPTIONOFUSEFULNESS
Fitnesstrackershavemovedintoarealmwheretheyarenolongerjustsolitarysingle-use
deviceswiththepurposeofobjectivetracking.Theirperceivedusefulnessandvisibilitycan
beseentodictatetheiradoptionbypeopleyetquestionsremainastowhatfactorsprompt
suchadoptionbehaviour.Traditionaltechnologyacceptancemodelsconsiderfactorssuchas
‘user-friendliness(‘easeofuse’)andutilitarianbenefits(‘perceivedusefulness’)[as]core
determinants.’Asawaytocategorisethisnewgrowingfitnesstrackingtechnologyfor
consumers,technologyacceptancetheoriesviewthemandothersmartwatchesassmaller
compactversionsofexistingtechnologiessuchasorganisersorsmartphones.62
Consideringwherethesetechnologiesbeganfrom:‘functioningandvisibilityofatraditional
watch[could]alsopositionitasaluxurygood(Carlson,2015)–ratherthanhidinga
technology,technologyandfashionmergetobecomeaprominentpartofauser'sself.’63
Newmanufacturersandexistingfashioniconsaretappingintothe‘fashionvisibility’nicheof
themarketinanattempttogaintraction.JiteshUbraniseniorresearchanalystforIDC
59InternationalDataCorporation,(2017).SatisfactionwithWearableDevices,2016.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=US42303117[Accessed11Apr.2017].60Ibid.61InternationalDataCorporation,(2017).WorldwideWearablesMarketShares,2016:FitbitRetainsLeadership.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=US42352217[Accessed11Apr.2017].62Chuah,W.(2016)‘Wearabletechnologies:Theroleofusefulnessandvisibilityinsmartwatchadoption’,In:ComputersinHumanBehavior,65,pp.277.63Ibid.,pp.276.
15
MobileDeviceTrackersstated:"Asthetechnologydisappearsintothebackground,hybrid
watchesandotherfashionaccessorieswithfitnesstrackingarestartingtogaintraction.This
presentsanopportunitytosellmultiplewearablestoasingleconsumerundertheguiseof
'fashion’…ithelpsbuildanecosystemandhelpsvendorsprovideconsumerswithactionable
insightsthankstothelargeamountsofdatacollectedbehindthescenes."64
Incontrasttofunctionality,thepopularityofwrist-worntrackerscanalsobemeasuredby
theirvisibilityasafashionaccessory.Mostmoderndevices‘includeafashionanda
technologycomponent;theyneedtofulfillfunctional,hedonic,andevensocialneedsoftheir
targetgroups.’65Regardlessofwhatadditionalaspectsorfeaturestheyinclude,theprimary
functionofafitnesstrackershouldbetoquantifysomestateofausers’healthandfitness.
Manymethodshaveattemptedtounderstandtheuptakeofnewtechnologiesintheever-
changingdigitalworld.TheTechnologyAcceptanceModel(TAM)offersacommonwayto
studyauser’sadoptionofthecommunicationofinformationandnewtechnologiesbased
onthetheoryofreasonedaction.Themethoditselfissignificantlyrootedinbehavioural
psychology(Ajzen&Fishbein,1980).Asthoroughlydiscussedintheprevioussection,the
purposeofTAMistoassesssomethinginameasurablemanner–inthiscontext,itmeansto
quantify‘perceivedusefulness’whichinturninfluencesusageintention.66‘Perceived
usefulness’isconstruedas“theextenttowhichapersonbelievesthatusingparticular
technologywillenhancehis/herjobperformance”(Davis,1989,p.320).Thus,froma
motivationperspective,perceivedusefulnessisameasureofauser'slevelofextrinsic
motivationandoutcomeexpectancy’.67
Numeroustechnologicaladvancementshaveenabledfitnesswearables‘tostoreinformation
overaperiodofdaysorweeks,thusprovidingdataonvariouscomponentsofphysical
cctivity,includingfrequency,intensityandduration.’68Thepotentialbenefitsinwhatthese
fitnesswearablesofferareclearintermsoftheirabilitytogatherinformationtomonitor
64InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS42342317[Accessed11Apr.2017].65Chuah,W.(2016)‘Wearabletechnologies:Theroleofusefulnessandvisibilityinsmartwatchadoption’,In:ComputersinHumanBehavior,65,pp.282.66Ibid.,pp.277.67Strath,S.(2000)‘Evaluationofheartrateasamethodforassessingmoderateintensityphysicalactivity’,In:Medicine&ScienceinSports&Exercise,32(9),Suppl.,pp.S465.68Ibid.
16
healthvariables.Inadditiontotheirfunctionalcapabilities,theircommercialviabilityas
fashionabletechnologiesfurthermoreincreasesthemarketfortheirtargetaudience.
Varyingincost,complexityandfunctionalityindesign,wearablefitnesstracking
technologieshavegeneratedanewwayofpromotinghealthylifestylesacrossdiverse
groupsandpopulations.Yet,forthesedevicestoreachtheirfullpotentialinfacilitating
positivehealthbehaviourchanges,theymustsupportexistingevidence-basedlifestyle
interventionsonbothashortandlong-termbasis.69
Withrespecttothebenefitsoutlinedabove,thispaperarguesthatitisperhapsthe
motivationalaspectsthatfitnesstrackershaveinimpactinghumanbehaviourthatmake
themmosteffectiveandvaluable.Beyondtheobjectivemeasurementsandcontinued
calibrationofinformation,itistherelationshipthatapersonfosterswiththeirdevicethatis
ofprimeimportance.Usersdemonstrateaparticularattitudeandintentionwhichappears
tobereflectedthroughtheiruseofdevice,theyshapetheirownmotivationswhich
manifestasasubjectiveresponse.
Thepurposeofthisresearchpaperisthereforetoinvestigateandcriticallyevaluatetheuse
ofthesewearablefitnesstrackers.‘Itisreportedthat40to65%ofindividualsdropoutofa
physicalactivityprogramwithin3–6months.Physicalactivityisacomplexbehaviour
associatedwithmultiplecorrelateswhichpromoteadherence.’70Thequestionbeingaskedis
whethercurrentdayfitnesstrackersarebeingusedmorethanjustforobjectivetracking.It
seekstoaskiffitnesstrackersencourageself-improvementandgeneratemotivationinusers
tobeactive,bothinordertodrivepeopletowardshealthiermoreactivelifestyles.
69Naslund,A.,Aschbrenner,K.,andBartels,S.(2016)‘Wearabledevicesandmobiletechnologiesforsupportingbehavioralweightlossamongpeoplewithseriousmentalillness’,In:MentalHealthandPhysicalActivity,vol.10,pp.11.70Monedero,J.Lyons,E.&O’GormanD.(2015)‘InteractiveVideoGameCyclingLeadstoHigherEnergyExpenditureandIsMoreEnjoyablethanConventionalExerciseinAdults’,In:PLoSONE10(3):e0118470,pp.1.
17
3.1THEORETICALFRAMEWORKANDRESEARCHHYPOTHESIS
Asdiscussed,thereexistsasignificantmarketforvendorsofvariousfitnesswearables.The
successofthemarketinherentlydependsontheinterestofconsumersintheproductsthey
offer.Reasonsforinterestandinvestmentthereforedependonconsumernotionsof
perceivedusefulness–physicalfunctionalityandmotivationalpurpose,whilesimilarly
tappingintoaspectsof“fashionability”andattitudetowardstheadoptiveuseoftechnology.
ThemethodologyofthisResearchPaperhasestablishedthetheoreticalframeworkthrough
literaturereviewsdiscussingmanaginghealthandfitnessthroughactivityandexercise;
devicesandtechnologiesasatoolforunderstandingthebody;theiruseandintegrationin
dailylifeasanextensionofthebody.Theresearchanalysisfollowsbyexaminingthefactors
behindthetakeupandeffectivenessoffitnesstrackers.
Forthepurposeofthisresearchpiecea‘fitnesstracker’isdefinedasanywearabledeviceto
bewornonthewristthatisspecificallydesignedtotrackandmonitoraperson’smovement,
dailyactivities,andvitalstatisticsinrelationtohealthandfitness.
TheaimofthisResearchPaperistogaugewhethertheintentionsintheuptakeoffitness
trackersaretrulyinlinewiththepurposeofobjectivetrackingtheyaremadefor.Themes
describedinthepreviouschapterswillguidethediscussionandprovidetheframeworkfor
evaluation.Whiletheoutputsgivenbyfitnesstrackersareofmeasurablequantitiesin
relationtoaspectsofhealthandfitness,thisresearchpaperalsointendstoevaluatehow
peopleusetheirdevices,interpretinformationtrackedforthemandfindmotivationasa
result–theoutcomeexpectstoillustratewhatmotivatespeopletousesuchdevicesand
how.Thispaperintendstoprovethatfitnesstrackersaremorethansimplyjustobjective
trackingdevicesbutpowerfulmotivationaltoolsinpromotingphysicalactivity.
18
3.2METHOD–QUALITATIVESURVEYDESIGN
AsurveywasadministeredonlinethroughGoogleFormstocapturetheviewsofaportionof
thegeneralpopulationwithexperienceofusingafitnesstrackerandwhoareengagedwith
healthandfitness.Thespecificpurposeofthequestionnairewastocollectvarying
contemporaryviewstobeevaluatedinthebackgroundtheoryofthispaper.Aqualitative
approachwastakentobethesubjectivelenstoanswertheresearchquestionandpursue
datarelatedtothosewithexperienceofusingfitnesstrackers.
Thequestionnairebeganwithabriefdescriptionoftheresearchprojectpurpose(‘An
examinationintotheusageoffitnesstrackersbythegeneralpopulation’)andguaranteed
anonymityforallparticipantswillingtotakepart.Followingtheexplanation,definitionof
whatafitnesstrackerisforthisresearchpaperwasadded.
Theprimaryresearchquestionrevolvesaroundwhatarewearablefitnesstracking
technologiesdoingforpeopleusingthem.Questionsaskedweredevisedtobothpotentially
confirmtrendsestablishedinthetheoreticalframeworkofthispaperandtorecognise
emergentandexploratorystrandswithincontext. Byconsideringactivityastheprimary
contextoftheiruseinordertoassessthevalueofsuchdevicesineverydaylife,thesurvey
wasdesignedtoaskquestionsaroundthefollowingthemes:
- Whatattitudesandintentionsinitiallymotivativeorinfluenceanindividualtoadopt
afitnesstracker?Whatattitudesdoownersofparticularfitnesstrackers
demonstrateandaretheyreflectedthroughhowtheyusethedevice?
- Whataspectsoffitnesstrackersaretheyutilisinginreferencefunctionalityand
how?Aretheybeingusedasoriginallyintended;ifnot,howso?Whatconclusions
canbedrawnrelatingtohumanbehaviourasaresult?
- Howdopeoplerespondtoordrawmotivationfromtheirfitnesstrackers?What
impact(ifany)doesanelement(s)ofcompetitionhaveonencouragingendeavours
towardsbetterhealthandwellbeing?Aretherecasesofpeopleusingorintegrating
theiruseinsuchaway?
19
3.3QUESTIONNAIRERESULTS-EVALUATIONANDCRITICALANALYSIS
Preparingthecollecteddatabeganbyaddressinganyanswerstoopen-endedfreetext
questions.Thisrequiredcodingtoestablishcertainparameterssuchasparticipantprofiles,
quantitiesrelatingtodevicesownedorthesimilarityofanswersregardingsingularthemes.
Theparticipantswereofasamplingofthoseinterestedintheirhealthandfitness,meaning
theprobabilityofthemusingafitnesstrackerwasmorelikely.Ofthe68consenting
participantsthefollowingdataandfindingsareapplicable:
3.3.1CATEGORISATIONOFPARTICIPANTS
Thesubmitteddatarevealedthepopularityofspecificdevicesownedandusedbythe
samplegroup.68participantslistedthefitnesstrackerstheycurrentlyusedorhaveused.
Theparticipantswereseparatedintocategoriesdependentontheirstatedworkout
frequency,withresultsprovingtheactivenatureofthesamplegroup(Figure1).
Figure1.Categorisationof68participantsbyworkoutfrequencyinanswertoquestion‘Howmanytimesaweekwouldyousetasidetimetoworkout?’
Thiscategorisationrealisesthatthepopulationisnotuniformandthatitistherefore
sensibletobreakdowntheparticipantsintorelativegroups.Thepurposeistouse
‘frequency’asmeansofseparationandwillbefurthermoreusedtoguideevaluationsinthis
analysis.
20
Figure2.Countoffitnesstrackersbysamplegroupusers(68participants)
Muchinkeepingwiththecurrentmarketfigures,thevastpopularityofFitbitismostevident
with44%ofparticipantsstatingtheirownershipofaFitbitproductforfitnesstracking.A
Garmintrackerwasownedby25%ofthegroup,makingGarminthesecondmostpopular
brandinthecontextofthissurvey.Byobservingthenatureofthesamplegrouphavingbeen
basedinIreland,theChinesebrandXiaomionlyregisteredoneowner,provingthatXiaomi’s
prominencebeyondtheChinesemarketdoesindeedstillremainflat.
Itisalsosimilarlyinterestingtonotethatthemajorityofthoseparticipants,68tocount,
statedaknownbrandoffitnesstrackerindicatingtheacceptanceofthebrandsoperatingin
thewearablesmarket.Ofthosewholefttheoptionblank,onlyoneparticipantopenly
statedthattheyuseda‘genericdevicethatcalculatessteps,calories,andheartrate’.
21
Thedistributionoffitnesstrackerpercategoristationofworkoutfrequencyshowedthat
FitbitandGarminwerethemostdominantamongstthesurveyedgroup.
Figure3.Distributionoffitnesstrackersusedby‘casual’frequency(14participants),‘regular’frequency(41participants)and‘intense’frequency(13participants).
Thegroupscategorisedindicatedsomeparallelsbetweenworkoutfrequencyandacertain
device(Figure3).Thosecategorisedwitha‘Casual’attitudetoworkingoutshowedclear
preferenceforFitbitdevices,withthesametrendevidentwiththosecommittedtoa
‘Regular’workoutschedule.Garminpopularitycomestoplaybybeingusedby‘Regular’
participants,notablyrivallingFitbit’spopularityasthescaleofworkoutfrequencyincreases.
Amongst‘Intense’users,GarmintakestheleadaboveFitbitandotherthirdpartydevices.
Whilethesearenotdefinitiveresultsofuserhabits,itdoesmatchthetargetprofileofeach
vendor.Itcouldalternativelybeconcludedthat‘frequency’isnotindicativeofhowvigorous
aperson’strainingregimeisacrossaweeklyschedulewhentakingexertionandrecovery
intoaccount.
22
Figure4.PercentageoffitnesstrackersusedbyMaleparticipants(23participants)&Female
participants(44participants)
Male&femaleparticipantscorrespondinglyshowedapreferenceforparticularfitness
trackers.Fitbitdevicesagainranclearfavouriteamongstfemales(Figure4).Thedominant
presenceofFitbitinacommercialsensemayaccountforitspopularitywithwomenasit
offersavarietyofgeneralfeaturesfortrackingactivity.Incontrastthough,itwouldappear
thatmaleparticipantsshowaninclinationtowardsmorespecialiseddevices.Garmin
appearstohavethemajoritysharealongwithunnameddevices,indicatingamale
indifferencetowardscommercialpopularityinfavouroffunctionalityfirst.Furthermore
conclusionscouldbedrawnthatthereisaconnectionbetweengender,activityfrequency
andparticulardevices(Figure5).
Figure5.PercentageofactivityfrequencybyMaleparticipants(23participants)&Female
participants(44participants)
23
3.3.2INTENTIONSFORUPTAKE
Itisassumedthatthoseoptingtouseafitnesstrackerdosowiththeobjectivetotrack
someaspectoftheirlives.Activitytrackedvariesbetweendailyactivityandacutetrackingof
definedperiodsofphysicalexertion(ie.Workoutsandtraining).
Figure6.Countof(68participants)intentionsforusingafitnesstracker(s)
Muchinkeepingwiththetrendsillustratedintheopeningchapters,thesurveyresults
highlightedtheprimaryperceivedusesofafitnesstrackerasintendedtoquantifysome
formofactivity,bothgeneralanddefined.Theintentionsto‘trackdailyactivity’or‘monitor
workouts’faroutweightheotherusesofferedbythedevices.Thoseactivitiesdominatethe
varietyofusesthereforeprovingpeopleareindeedusingfitnesstrackersasintended.
Figure7.Percentagecomparisonofintendeduseacross‘casual’frequency(14participants),
‘regular’frequency(41participants)and‘intense’frequency(13participants).
24
AtrendiscorrespondinglyseenwhenconsideredbetweentheCasual,RegularandIntense
groupstoointermsoftheirintendeduse(Figure7).Theattitudeamongst‘Casual’usersfits
thebroadintentionoftrackingdailyactivity.Alongsidetrackingactivity,‘Regular’userstend
tofurtheradoptthespecificfunctionalityofmonitoringworkouts.Thosecategorisedas
‘Intense’usersdistinctlyshowapreciseintentiontomonitortheirworkoutswhilesimilarly
utilisingthesportswatchcapabilitiesfortimingactivities.
Thisdistinctionofintentionbetweenusersofacasualandconcentratedattitudeagainfits
thecharacteristicsparticulardeviceownersappeartoshow.Inkeepingwithanalysingthe
twobiggestplayersinthemarket,thesametraitsofFitbitandGarminuserscontrastone
anotherwhentheirinitialintentionsarecomparedandcorrelated.
Whilethisisarelativelysmallsamplesize,thesurveyresultsshowitisstillobviousthat
Fitbit’sdominanceinthewearablesmarketeasilyappealstothoseeagertofindsome
meanstotrackactivityandthereforehaveoptedtointegrateafitnesstrackerintotheir
dailylives(Figure8).Thosewiththeprimaryintentionto‘trackdailyactivity’appearedto
favourFitbitdevicesbyindicatingamoregeneralisedreasonforadoptingafitnesstracker,
muchinkeepingwithhowtheproductismarketed.
Figure8.PercentageofFitbitusers(30total)‘intentioninpurchasingafitnesstracker(s)’
ConclusionsregardingFitbitdevicesindicatethatmost‘Casual’peopleboughtaFitbitto
trackactivity,andregardlessoftheadditionalfunctionality,theyareonlyreallyinterestedin
doingjustthat.
25
Meanwhileincomparison,Garminusersstarklyregisteredamorespecificintentionto
‘monitorworkouts’andutilisethesportsfunctionalityoftheproduct(Figure9).Theirfocus
wasemphaticallyexercisebasedwithallGarminusersanswering‘YES’whenfurthermore
asked“Doyoudeliberatelytrackanyspecificactivities?(eg.activelychoosingtotimethe
durationofacertainactivitywithyourfitnesstracker)”.
Figure9.CountofGarminusers(17total)‘intentioninpurchasingafitnesstracker(s)’
Theseresultsshowhowtheactivitybehaviorofsomepeoplemayindeedsignificantly
determinewhichfitnesstrackertheyopttoadopt.Usersappeartomakethisdecisionbased
onwhethertheirpurchaseisofcasualconvenienceoriftheirneedsandinterestsdorequire
aspecificallysuitabledevice.
26
3.3.3INTENTIONANDEXPECTATIONVERSUSREALOUTCOME
Despitethesmallsamplesizeofparticipantsinvolved,thecomparisonofintentionsand
actualuseofthoseparticipantswhohadoptedtoforfeitusingafitnesstrackerstillbrought
upsomenotabletrends.Forthe56participantswhowereinthegroupofcurrentfitness
trackerusers,asimilarproceduretocategorisetheiroriginalintentionandfollowingusewas
applied.
Figure10.Comparisonofinitialexpectationandactualuseinwhichcurrentusers(56
participants)utilisetheirfitnesstrackers.
Thisanalysiscategorisedtheresultsfromtheperspectiveofwhetheraparticipantbelieved
theywereindeedusingtheirdeviceasinitiallyintendedorwhethertheyhadinstead
adoptedasimilarorotherusethedeviceoffered.Asexpected,peopleindicatedthatthey
areusingtheirdeviceshowtheyoriginallyintended,thereforeimplyingthatpeopleare
makinginformedpurchases.
93%ofparticipantswhoboughtdevicesforspecificallyloggingsaidtheydologactivitiesas
intended.Interestingly,ofthosewhohadstated‘loggingworkouts’asboththeirprimary
intentionanduse,tworespondentsconflictinglyansweredthattheydonotlogany
activities.Theirlateranswersgavenoconclusivereasonforthisdeviation,butonecould
speculatetheremayexistdifferencesbetweenaperson’sperceptionandactuality.
27
Figure11.Categorisedusetrendoffitnesstrackerownerswithinoneyearofuse
(22respondents)
Figure12.Categorisedusetrendoffitnesstrackerownersafteroneyearofuse
(34respondents)
Thetimescaleofownershipdoesnotappeartohavehadmuchimpactinchanginghowa
userusestheirdevice.Incomparingthecategorisationofusebetweenparticipantswithina
yearandoverayear,theiroriginalintentionremainsforthemajoritytheirmostprominent
use(Figure11).Withinthefirstyearpeoplemayfindadditionalusetowhattheirdevice
offers,afterayearthatismoreunlikely(Figure12).Regardless,theprimaryintendeduseis
stillthemostdominantaspectandthiswouldindicatethefitnesstrackersdeliveronthe
groundstheyarepurchasedfor.Itcansimilarlybesaidthatpeopleowningadeviceovera
prolongedperiodoftimeareinclinedtouseitasintended,orelsetheymayfeelsome
reasontodiscontinueusingthem.
28
3.3.4MOTIVATIONALUSE
Thehypothesisofthisresearchpaperbelievesthatfitnesstrackersoffermorethanjust
objectivetrackingstatistics.Fitnesstrackingdevicesencourageuserstobemoreactive
basedontheirsubjectiveperceptionofthenumberstheyarepresentedwith–motivation
comesfromobjectivegoalsasaresult.
Figure13.Countof(56participants)inresponsetostatement.
Themajorityofrespondentsindicatedthattheydoactivelymakeanefforttodosomeform
ofadditionalactivityinordertoimprovethestatisticsregisteredbytheirtracker(Figure13).
Aconclusiondrawnfromthisimpliesthatfitnesstrackersindeedofferanexternalformof
motivationtousers.Participantsweregiventheoptiontoaddadescriptionofwhat
additionalactivitytheydo;thefollowingresultswerecodedtoillustratewhatmotivations
wereinplay,inrelationtofitnesstrackerstatistics(Figure14).
Figure14.Countof(33participants)incodedfree-textresponsetopreviousquestion.
29
Theactivitiesinvolving‘Steps’,asperFigure14,sawparticipantsfrequentlystate‘toreach
my10,000stepsperday[they]havewalkedaroundandgoneupanddownstairstomakeup
thestepcount’or‘trydomorestepsthanyesterday’.Inthecaseof‘Exercise’,participants
commentedtheywouldincreasetheirphysicalactivityto‘includeanadditionaland
unplannedworkoutinthedailyroutine’.Inasimilartheme,thosecategorisedasmotivated
by‘Calories’saidtheywouldengagein‘moreactivitytoburnmorecalories’orfor
‘Heartrate’they‘pushedharderifheartratewasnothighinworkouts’.Inallcases,achange
inbehaviouralactivitywasmadeinresponsetoobjectivefiguresindicatedbytheirdevices.
Conclusionsdrawnfromthisindicatethatsettingandmeetinggoalscreatesmotivation.This
motivationisthereforegeneratedbygoalstiedintotheobjectivemeasurementofferedby
fitnesstrackers.Immediacyofbehaviourandaperson’sgoalsaretwoaspectsthat
determinetheeffectiveness.
Figure15.Countof(56participants)responsetostatement.
Howregularlyusersengagewiththeirdevicesbeyondtheconstantfigurepresentedontheir
wristwasconsideredtoseeiffrequencyresultedinmoreconnectionorcommitmentto
theirdevice.Whenaskedhowoftentheysynchroniseandcomparetheirtrackedstatistics,a
majoritydidsoregularlyonadailybasistowithinaweekofuse(Figure15).Decisive
conclusionscouldnotbedrawnastowhetherfrequentcomparisonofdataeither
encourageduserstomovemoreorifitresultedinusersfeelingbored.Responsesregarding
bothwereevenlysharedwhenindicatingtime.
30
Figure16.Countof(56participants)responsetostatement.
WhenaskedtoindicateonaLikertscale,theparticipantsasawholeshowedthattheydid
altertheiractivityorbehaviourinresponsetotrackedstatisticsoftheirdevices(Figure16).
Participantswereaskedtoratethefollowingstatementswhether‘Iactivelychangemy
behaviourtoimprovemytrackedactivityindicatedbymyfitnesstracker’(blue)and‘Ihave
changedmygoalsasaresultoftrackingmyactivities’(red)(Figure17).Thecontextofthe
goal-orientatedquestiondoesgiveclarityontheterm‘goals’–participantsmayalter
objective‘goals’indicatedbytheirtrackerormorebroaderlifestylegoals.Resultsdonot
revealhowbuttheynonethelessconfirmfitnesstrackersasmotivationaltoolstopromote
usersintomakingactivechanges.
Figure17.Countof(56participants)responsetostatements.
31
Figure18.Countof(56participants)responsetoquestion.
Morethanhalfoftherespondentsrecordedthattheyfeelstronglyencouragedtomoveby
theirfitnesstrackerstats.Itisworthnotinginrelationtoapreviousresult–thosewho
answeredthattheyfeel‘encouraged’and‘stronglyencouraged’tomovedidnotnecessarily
doanything‘active’asaresult.Amajorityofthoserespondentshoweverdidfeelthatthey
hadchangedtheirbehaviourduetotheirtrackinghabits(Figure17.)–whetherthisisona
dailybasisoroveralongperiodoftimeisindiscerniblefromthedatagathered.Similarly,
resultsshowthatparticipantsdomoreoftenthannotchangetheirgoalsastracked,
showinganawarenessoftheobjectivestatisticstheirdevicestrack(Figure18).
Figure19.Comparisonofdataanalysingwhetherparticipants(41participants)whostatedtheyfelt‘encouraged’or‘stronglyencouraged’bytheirfitnesstrackerpartakeinadditional
activitytoreachstatistics.
32
Figure20.Comparisonofdataanalysingwhether‘encouraged’and‘stronglyencouraged’to
moveparticipants(41participants)indicatediftheychangedtheirbehaviour.
Figure21.Comparisonofdataanalysingwhether‘encouraged’and‘stronglyencouraged’
participants(41participants)indicatediftheychangedgoals.
33
Figure22.Ownershiptimeofrespondentswhofeltencouraged(41often&sometimes,15
never&rarely)bytheirfitnesstracker.
Centraltothispaperistodiscernwhataspectsoffitnesstrackeractivelymotivatetheir
userstomove.Analysisofresultsconsideredtimeandownershipperiodholdinginfluence.
Acomparisonoftimeframebetweenencouragedrespondentsorthoselacking
encouragementshowsatrendoffeelingencouragementmoresowithinthefirstyearofuse
(Figure22).Inthefirsttwelvemonths,motivationcouldbedrawnfrominitialattachmentor
familiaritywiththedevicefulfillingtheirhealthandfitnessintentions.
Thegraphclearlyshowsadrop-offperiodafterayearofwhichusageorlackofmotivation
maybethecauses(Figure22).Inthecaseofthoseowningonewithinayear,therealso
appearstobeatail-offperiodoffeelingmotivationalencouragement.Bothinstancesprove
thatthereseemstobesometemporaleffectthatinfluencesmotivationintheusageof
fitnesstrackers.
34
Figure23.Responseofparticipants(15)wholackedencouragementtomovebytheirdevice
Thesurveyhypothesisanticipatedthat‘boredom’maybemarkedasareasonforfeelinga
lackofencouragementtomovefromtheirfitnesstracker.Interestinglythough,ofthose
whoregisteredalackofencouragementpredominantlyindicatedthey‘rarely’feltbored
from‘trackingthesamestatisticsregularly’(Figure23).
35
3.3.5REASONSFORDISCONTINUEDUSEOFAFITNESSTRACKER
Thoughtheuseoffitnesstrackerspresentlyremainsstrong,concernsregardingthe
retentionofusersandthelifeofthedevicesareinteresting.Thesurveywasdesignedto
seektheexperienceofusersbothpastandpresenttounderstandtheirreasonsforusing
suchdevices.Inthecaseofthosewhopresentlynolongeruseone,asubstantialamountof
timehadbeentakenbeforetheyhaddiscontinueduse(Figure24).
Figure24.Timeframeoffitnesstrackerownership(12participants)beforediscontinueduse.
Inthiscontextofdiscontinueduse,Fitbitdevicesweremostlynamedwhenaskedwhich
devicetheyhadowned.Theresultsdonotimplyanythingsignificant,withtherespondents’
reasonsbeingvariedandnotindicativeofanycommonissue.Proportionallyspeaking,the
resultsperhapsonlyreflectthepopularityofFitbitinthefirstinstance.
Furthermore,thesurveydesignofferedaselectionofreasonsontheassumptionthere
wouldbeasampleofparticipantswhohaddiscontinueduse(Figure25).Thosewhostopped
usingtheirdevicewithintheirfirstyeargaveresponsesbeyondthestatedoptions.One
notedthattheirdevice‘wasn'ttrackingexerciseproperly’,anindicationofunsatisfaction.
Anotheraddedthey‘nolongerwantedtotrack[their]workoutssoclosely’,whichmay
alludetothepsychologicalpressureofhavingeveryworkoutanalysed.Thosewhogaveup
useafteroneyearofownershipgenerallyoptedforreasonsstated,though‘pregnancy’was
dulyadded.
36
Figure25.Reasonsparticipants(8total)nolongerusetheirdeviceafter1yearormore.
Figure26.Expectationandoutcomecomparisonofreasonsfordiscontinueduseofdevice.
Reasonsfordiscontinuedusewerecodedtocomparerelativityofexpectationandoutcome
–responseswerecodedas‘same’,‘similar’or‘unrelated’.Itwasnotedthatonlyinafew
casesdidthereasonreflectpoorlyontheirinitialexpectationsofthedevice–eg.Intention:
‘monitorworkouts’,reasonfordiscontinuation:‘Wasn'ttrackingexerciseproperly’.Inthose
instancessomeformofdissatisfactionorthedevicefailingtomeetitsexpectedpurpose
werepointedout.In‘similar’cases,participantsappearedtochangetheirmindinhowthey
intendedtousethedevice.Forexamplethepresumptionof‘trackingdailyactivity’woreoff
witha‘changeofroutine’,ortheintentionto‘monitorworkouts’resultedin‘boredomwith
existingfeatures’.Thesamplewastoosmalltodrawanydecisiveconclusionsbutresults
insinuatethatthemesaremorelikelyexternalthantodowiththedevicedirectly.
37
3.3.6COMPETITIONORSHARINGASADDITIONALMOTIVATION
Thesurveyresultsbackedthehypothesisthatmorecompetitiveorsports-specificusers
tendtofavourGarmindevices.Resultshaveshownthatmotivationcreatedbyfitness
trackersishappening.Whenanalysingthedata(10participants),thosewhoansweredthey
‘stronglyagree’tothestatement‘Ienjoythecompetitionelementofseeingotherpeople
beingmoreactive’weremostlyGarminusers(Figure27).However,thatstatementdoesnot
discountsomewhatcompetitiveparticipantsassolelybeingGarminusers.Participantswith
someinterestincompetitivecomparisonsoftrackedstatstendedtoownFitbits–this
aspectcouldbecreditedtothecommunitybasedsharingthattheirfitnesstrackersoffer
(Figure27).
Figure27.Percentageofdevicesownedby(19participants)whoansweredthey‘agree’and(10participants)whoansweredthey‘stronglyagree’tostatement
Thesurveyaskedwhetherparticipantscompareorsharetheirstatisticsandhowinorderto
gaugewhetherdoingsoaddedtomotivationalaspectsoffitnesstrackers.Inresponsetothe
question‘Doyouregularlysharethedatainanad-hocwaywithfriendsandfamily(i.e.by
comparingresultsonacasualbasis)’,responseswerenearlysplitdownthemiddle(Fig.28).
38
Figure28.Countof(56participants)responsetoquestion.
Whenitcametodevicesparticipantsusetocomparedata,FitbitandGarmindevicestopped
thoseowned(Figure29).Thatwassimilarlythecaseforthosewhodonotsharetheir
statisticsduetotheproportionofownership.Sharingandnotsharingdatalineupwith
othertrendsseenindeviceownershipcases.Thereasonsforusersnotsharingdatamaybe
downtotheirownprivatepreferenceoralternativelyhowtheyviewsharingthroughthe
devicesfunctionality.
Figure29.FitnessTrackercountof‘YES’participants(27total)&‘NO’participants(29total)
responsetosharing.
39
Ofthereasonsgivenfornotengaginginsharing,resultsmadeclearthatmost‘NO’
respondersfeltthatnoadditionalmotivationwouldresult(Figure30).Privacywas
secondaryamongstrespondents–itisplausiblethatusersfeeltheirstatisticseffectively
onlyrelatetothemselves,orthattheyseektomaintainprivacyoftheirpersonaldata.
Figure30.Countofreasons(29participants)fornotsharingdata.
Thisresearchpaperconsidersthatfitnesstrackersoffermorethanjustobjectivetracking
statistics.Usersbeingabletoengagewithotherdeviceusersthroughsharingoftheirstats
signifythecommunitybuildingprospectsfitnesstrackersexhibit.Ashypothesised,the
resultsofthesurveygaveaninsightintohowusersutilisetheirdeviceswithothers,casually
orcompetitively,tofurthermotivatethemselves.Conclusively‘competitively’classedusers
whopreferstructuredcontrastthose‘casual’users–thereisnorealcrossoverinhowthey
sharedata.
Figure31.Countofhowusers(27participants)categorisetheirsharinghabits.
40
ThecontinuedtrendofGarminusersbeingmorecompetitivelydrivenwhenitcomesto
usingtheirdeviceswasagainevidentwhenanalysingthesharingresponses.Indistinct
contrast,Fitbituserstendedtoclassifytheirsharinghabitsas‘casual’.Acleardivision
betweenthecharacteristicsofFitbitandGarminusersisonceagainproven(Figure32).
Figure32.Fitnesstrackercomparisonbetween‘casual’and‘competitive’sharingofdata(33
participants).
Theresultswereadditionallylookedattoascertainwhatotheraspectswerefuelling
motivationsbyassociationwithothers.Bysharingandusingfitnesstrackerbasedstatistics,
participantsregisteredfeelingmotivationandalsocommunityengagementbydoingso
(Figure33).‘Cardiovasculartrainingworkouts’werethemostpopularlysharedactivity
amongstthoserespondentswith58%ofthe24participantsdoingso.
41
Figure33.Reasonsforsharingofdata(27participants).
Thesurveyfurthermoresoughttoseewhethertherewerecasesofpeoplealternatively
usingafitnesstrackerformorethanjustindividualself-tracking.Whenasked‘Doyou
partakeinanygroupsorchallengeswhenconnectingwithothersandsharingyourtracked
activity?’8participantsstated‘YES’describingchallengesinvolvingstepcounts,distances
coveredortimedpersonalbests.Themotivationsderivedinthesecasesarecompetition
basedwithbothadesiretotopthechartsandinverselythefearoffailuredriving
respondents.Whilecompetitionisseenashealthy,somerespondentsacknowledgethat
comparisonsofsuchseeminglyobjectivedataareinfactcircumstantialandsubjective.
‘Itcanbegoodtouseitasmotivationtogetoutandexercisewhenyouseeyour
friendsaredoingit.Itcanbedemoralisingbecauseyoumaythinkthatyou'vehadagood
run/workoutandthenyouseethatyourfriendshaverunfaster/furtherthanyouorworked
outforlongerthanyou.‘
‘Canmotivateyoutobemoreactivetokeepupwith/dobetterthanyourfriends.
Makesyoumoreaccountableforandawareofyouractivitylevelsandhowtheyarerelative
toyourfriends.However,ifyourfriendsarenotveryactive,thefactthatyou'redoingmore
activitythanthemcangiveyouafalsesenseofsecurity(justbecauseyou'redoingmore
exercisethanthemdoesn'tmeanyou'redoingenough)’
42
Figure34.Countofreasons(24participants)inresponsetonoticingdifferencesinactivityfromengagingwithothers.
Theexamplesshownbackthehypothesisthatcompetitionsupportsmotivation.Motivation
createdonbehalfoftrackedstatisticscomesfullcirclewithrespondentsforthemostpart
reportingtheynotice‘significantdifferences’inactivitybyengagingwithothers.Objective
figuresandtrackedstatisticsarereasonsforpeoplewantingtopushthemselvesmore.
Perhapsthemostcompellingfindingofthisresearchwasthatofthe68participants,one
quarternoticeda‘significantdifference’provingthatengagementwithothersis
motivationalandacatalystforpositiveimprovement.Itcanthereforebeconcludedthat
fitnesstrackersareanexampleoftoolsthatpromptandallowuserstoengageinadditional
activity.
43
3.4FUTUREDEVELOPMENT
Acknowledgingthesmallsamplesizeinvolvedwiththesurvey,itishardtodrawdecisive
conclusionsregardingallthefindings.Furtherresearchmayseektoclarifyseveralaspects
andthemestheresultsalludeto.
Thedefinitionof‘goals’andthereactionofuserstosettingandmeetingthemcouldbere-
investigated.‘Goals’ifdefinedbynumbersindicatedbydevicecouldclarifytherelationship
betweenwhatstatisticsconstituteimprovingbehaviour.Itcouldsimilarlyseektoconcludeif
theeffectivenessofreachingsaid‘goal’isashort-termorlong-termchange.
Thetemporaleffectofowningafitnesstrackerwasseentoinfluencetheamountof
encouragementauserfeelsfromengagingwiththeirdevice.Additionalexaminationinto
thisareacouldgiveclarityintofactorsinvolvedinboththetail-offofmotivationandthe
drop-offrateofusage.Correspondingly,since‘boredom’orwear&tearofthedevicewere
notseentobethedefinitecausesofdiscontinuation,moreinsightscouldbetterinformhow
tomaximisethefuturelifespanoffitnesstrackers.
Furtherinvestigationofthesethemescouldstrengthenknowledgearoundtheeffectiveness
offitnesstrackersinthepromotionofphysicalactivityandindailylife.
44
3.5CONCLUSIONS
Analysisofthesurveyresultsreferencedmanythemesdiscussedintheliteraturereviewof
thisresearchpaper:
Firstly,userattitudesandobjectiveintentionsoftendeterminethefitnesstrackertheymay
adopt.Whilemanyfitnesstrackersexistinthemarketandtargetcertainaudiences,the
traitsuserspossessverymuchreflecttheiruseofcertaindevices.Evidentlyasseenin3.3.1,
theparticipant’sattitudetoengaginginactivityfirstandforemostinformstheirpurchase
andusage.Aclearreflectionofthecurrentfitnesstrackermarketwasevidentbetweenthe
differentbrandsoperatinginthespacethroughtheparticipantresponse.Theproportionof
participantsclaimingtoownaFitbitdevicerepresentedthedominanceofthebrandinthe
market.
Furthermore,bytheobservingtheuserattitudesandintentionsin3.3.2,themajorityof
Fitbitusersdemonstratedamorecasualandgeneralapproachtotrackingactivity.Inactual
useasseenin3.3.3,theincidentalapproachtotrackingactivitymeantFitbittrackers
suitablysupporttheirworkoutfrequencyandlifestylerequirements.Incontrast,theresults
consistentlyshowedGarmindeviceuserstendedtobemorefocusedandcompetitiveusers,
mainlyinterestedintrackingspecificactivities.Garminusersformostparthadaclear
intentionandexpectationtowardsthecapabilitiesofthedevicetheywereusing.
Conclusively,peoplewereseentobeusingtheirdeviceshowtheyhadintendedtodoso
uponpurchasingthem.
Secondly,theresearchshowedhowfitnesstrackersofferavarietyofmeansfromwhicha
usercandrawmotivation.Objectivetrackingpresentedbythedeviceallowsuserstogauge
informationandsubsequentlydecidehowtouseit.Whilestatisticsmaybeobjective
quantities,theuser’ssubjectiveviewofthemmaypromptthemtoengageinadditional
activity.Section3.3.4providesexamplesofhowusersdofindmotivationtobeactiveasa
result.Despitefeelingencouragement,apersonmaynotnecessarilypartakeinadditional
activity–asenseofmotivationdoesnotincentiviseactivity.Insection3.3.5reasonsfor
discontinuedusewereconsideredwithexternalfactorsdeemedmoreatfaultthandevice
flaws,conclusionshoweverwerenotfullydefinitivegiventhesmallsamplesize.
45
Forthevastmajorityofusersthough,itwasshownthatmotivationiscreatedthroughtheir
relationshipwiththedevicebyunderstandingtheirownpersonalfeatsandfeeling
encouragementtoactasaresult.Basestatisticstrackedbythedeviceremainedthesame,
buthowapersoninterpretstheiroutputoveranyperiodoftimeanddecidestoactasa
resultiswhatdrivesactivechange.
Section3.3.4provedthatmotivationcomesfromfeelingtheabilitytobettersomething,in
thiscase,statisticsindicatedbyafitnesstracker–competitionsimilarlyplaysaroleasa
reasonforimprovement,whetherwithyourownselforwithothers.Thediscussionin3.3.5
regardingcompetitionadditionallydrivingmotivationfoundthat25%ofparticipantsnoticed
a‘significantdifference’thereforeprovingthatengagementwithothersisacatalystfor
positiveactiveimprovement.Peoplemaymakesmallactivechangesorlong-termlifestyle
behaviouralchangesasaresultfrominterpretingachallengeposedbytheirfitnesstracking
andalsofromothersusingthesamemeasurements.
Inconclusion,currentdayfitnesstrackersaremorethanpurelyjustobjectivetracking
devices.Throughthisresearchtheyhavedemonstratedfunctionalitywaybeyondthatof
singularlyquantifyingactivity.Throughtheirusetheyofferuserstheabilitytogenerate
motivationtobeactive,toencourageself-improvement,andsupportengagementwith
others–allofthesefactorssupportthedrivetowardshealthiermoreactivelifestyles.The
advancednatureoftechnologyallowsfitnesstrackerstofacilitatetheobjectiveneeds
potentialusersrequire,howeveritisthesubjectivebenefitsthatmakethemvaluabletools
ineverydaylife.
46
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PRESSRELEASE:
1. InternationalDataCorporation,(2016).FitnessTrackersintheLeadasWearablesMarketGrows3.1%intheThirdQuarter,AccordingtoIDC[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS41996116[Accessed11Apr.2017].
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5. InternationalDataCorporation,(2017).WearablesAren'tDead,They'reJustShiftingFocusastheMarketGrows16.9%intheFourthQuarter,AccordingtoIDC.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=prUS42342317[Accessed11Apr.2017].
6. InternationalDataCorporation,(2017).WorldwideWearablesMarketShares,2016:FitbitRetainsLeadership.[online]Availableat:http://www.idc.com/getdoc.jsp?containerId=US42352217[Accessed11Apr.2017].
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APPENDIX–GOOGLEFORMSSURVEYANEXAMINATIONINTOTHEUSAGEOFFITNESSTRACKERSBYTHEGENERALPOPULATION.RESEARCHOUTLINEYouareinvitedtoparticipateinthisresearchprojectquestionnaire.Thisquestionnaireistoassessyourexperience,ifany,ofusingafitnesstrackingdevice(s)aspartofyourdailyroutine.TheprojectisbasedintheSchoolofComputerScienceandStatistics,TrinityCollegeDublin,ledbyCarynChanandGlennStrong.
Forthepurposeofthisquestionnaire,a‘fitnesstracker’isdefinedasanywearabledevicetobewornonthewristthatisspecificallydesignedtotrackandmonitoraperson’smovement,dailyactivities,andvitalstatisticsinrelationtohealthandfitness.(eg.Fitbit,Polarwatch,Garmin,SamsungGear,NikeFuelbandetc)Theoutcomewillhelpusunderstandtheusageoffitnesstrackersanddevicesbymembersofthegeneralpublic.
RISKSANDDISCOMFORTSThesurveyiscompletelyanonymousandwillonlytakeacoupleofminutestocomplete.Answeringquestionsaboutone’sexperiencesmaybeuncomfortable.
VOLUNTARYNATUREYoucanchoosenottoansweraquestionatanytime.Eachquestionisoptional.Feelfreetoomitaresponsetoanyquestion;howeverwewouldbegratefulifallquestionsarerespondedto.Youmaywithdrawfromthestudyatanytimewithoutpenalty.
CONFIDENTIALITYPleasedonotnamethirdpartiesinanyopentextfieldofthequestionnaire;anysuchreplieswillbeanonymised.Weplantoanalyseandpublishtheresultsofthisstudy.Ourreportwillnotincludeanyinformationthatwouldidentifyyou.Tokeepyourinformationsafe,wewillmoveresponsestoapassword-protectedserverandwillonlybemaintainedfordurationofthisproject.CONFLICTOFINTERESTThisreviewisbeingundertakenbyCarynChanandGlennStrongitisacknowledgedthatthisrepresentsapossibleconflictofinterestbecause:youmaybeafriendoracquaintanceofus;youmaybeastudentwhostudieswithus;weworkfor/withaninstitutionwhereyoumaystudy.Inrespectofthisacknowledgement,weaskthatyouactwithintegrityifyoutakepartandweundertaketodothesameasresearchers.ThisresearchhasbeenapprovedbytheSchoolofComputerScienceandStatisticsEthicsCommittee,TrinityCollegeDublin.
49
CONTACTIfyouhaveanyquestionsinrelationtothis,pleasedonothesitatetocontactus.CarynChan<[email protected]>andGlennStrong<[email protected]>TrinityCollegeDublin,SchoolofComputerScienceandStatistics.
CONFIRMCONSENT
•Ihaveread,orhadreadtome,theinformationaboutthisresearchandthisconsentform.IhavehadtheopportunitytoaskquestionsandallmyquestionshavebeenansweredtomysatisfactionandIunderstandthedescriptionoftheresearchthatisbeingprovidedtome.•IagreethatanydataIprovidewillbeusedforscientificpurposesandIhavenoobjectionifthisdataispublishedinscientificpublicationsinawaythatdoesnotrevealmyidentity.•IunderstandthatifImakeillicitactivitiesknown,thesewillbereportedtoappropriateauthorities.•Ifreelyandvoluntarilyagreetobepartofthisresearchstudy,thoughwithoutprejudicetomylegalandethicalrights.•IunderstandthatImayrefusetoansweranyquestionandthatImaywithdrawatanytimewithoutpenalty.•IunderstandthatifI,oranyoneinmyfamily,hasahistoryofepilepsythenIamproceedingatmyownrisk.•Iunderstandthatmyparticipationisfullyanonymousandthatnopersonaldetailsaboutmewillberecorded.•IagreetoTrinityCollege,UniversityofDublinstoringandusingtheinformationIprovideforthisproject.•Iam18yearsorolderandamcompetenttoprovideconsent*Required
Q1.ConfirmConsent-Ihaveread,orhadreadtome,informationabouttheprojectandknowhowinformationwillbecollectedandstored.IunderstandthatIcanchoosenottotakepartinthisprojectatanytimeandforanyreasonIchoose.Markonlyoneoval.*
YES-Iunderstandandwouldliketocontinue
NO-Iwouldnotliketocontinue
GENERALABOUTYOU
Eachquestionisoptional.Feelfreetoomitaresponsetoanyquestion;howeverwewouldbegratefulifallquestionsarerespondedto.
Q1.Whatisyourgender?MaleFemalePrefernottosay
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Q2.Whatisyouragerange?Over18andlessthan3030andlessthan5555andoverQ3.Howmanytimesaweekwouldyousetasidetimetoworkout?1-3times4-6times7+timesOWNERSHIPWewouldliketoknowalittlemoreaboutwhetheryouownorhaveownedafitnesstrackeroranysimilardevice(s).Q1.Haveyoueverownedorpurchasedafitnesstracker(s)?YESNO
• If‘NO’toQ1.Haveyoueverownedorpurchasedafitnesstracker(s)?THANKYOUFORYOURPARTICIPATIONForthepurposeofthissurveywearelookingforparticipantswhoownorhaveownedafitnesstracker.Nonethelessweappreciateyourtimeinvolunteeringtoparticipateinthissurvey.
• If‘YES’toQ1.Haveyoueverownedorpurchasedafitnesstracker(s)?OWNERSHIPWewouldliketoknowalittlemoreaboutyourpresentorpastexperienceyouwithusingthem.
Q1.Pleasestateyourfitnesstracker(s)Youranswer:_____________Q2.Whatwasyourintentioninpurchasingafitnesstracker(s)?trackdailyactivitymonitorworkoutssportwatchfunctionality(e.g.timeofday,stopwatch,etc)trackstates(example.Sleep,heartrate,restingheartrate)Other:Q3.Areyoucurrentlystillusingafitnesstracker(s)?YESNO
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• If‘YES’toQ3.Areyoucurrentlystillusingafitnesstracker(s)?:PRESENTOWNERSHIPQ4.Whendidyoupurchasesaidfitnesstracker(s)?3monthsago6monthsago1yearago2yearsago3yearsormorePRESENTUSAGEInthissectionwewouldliketohearaboutyourexperienceofusingafitnesstrackerand/ordevices.Specificallywewouldliketoknowaboutwhatkindofactivitiesyouusethemforandhowyouengagewithfeaturestheyoffer.Q1.Whatwouldyouconsideryourprimaryuseofthefitnesstracker(s)for?loggingdailyactivityloggingworkoutsessionstrackingsleepand/orotherstatesusingtime/watchfunctionalityQ2.Doyoudeliberatelytrackanyspecificactivities?(eg.activelychoosingtotimethedurationofacertainactivitywithyourfitnesstracker.)YESNOQ3.Haveyoueverdonesomething‘extra’duringthedayinordertoreachacertaintargetnumberreportedbyyourfitnesstracker?YESNOQ3a.If'YES'totheprevious,pleasebrieflydescribesomeexample.YouranswerQ4.Howoftendoyouexamineyourdailyactivitydatawithrespecttoyourpastdata?DailyEvery1to3daysWeeklyFortnightlyMonthlyNeverQ4a.Whencomparingpastdata,areyoulikelytochangeorincreaseyourgoalsinsomewayindicatedbyyourfitnesstracker?YESNO
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• If‘NO’toQ3.Areyoucurrentlystillusingafitnesstracker(s)?:PASTOWNERSHIPQ4.Howlonghadyoupreviouslyownedyourfitnesstracker(s)for?3months6months1year2years3yearsandmoreQ5.Whatwasyourreason(s)fordiscontinuinguseofyourfitnesstracker?wearandtearovertimemodeldiscontinuedorupgradedtoocomplextouseorunderstandingboredomwithexistingfeatureschangeofroutineOther:PASTUSAGEInthissectionwewouldliketohearaboutyourexperienceofusingafitnesstrackerand/ordevices.Specificallywewouldliketoknowaboutwhatkindofactivitiesyouusedthemforandhowyouengagedwithfeaturestheyoffer.Q1.Whatwouldyouhaveconsideredyourprimaryuseofthefitnesstracker(s)for?loggingdailyactivityloggingworkoutsessionstrackingsleepand/orotherstatesusingtime/watchfunctionalityOther:Q2.Didyoudeliberatelytrackanyspecificactivities?(eg.activelychoosingtotimethedurationofacertainactivitywithyourfitnesstracker.)YESNOQ3.Hadyoueverdonesomething‘extra’duringthedayinordertoreachacertaintargetnumberreportedbyyourfitnesstracker?YESNOQ4.Howoftendidyouexamineyourdailyactivitydatawithrespecttoyourpastdata?DailyEvery1to3daysWeeklyFortnightlyMonthlyNever
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Q4a.Whencomparingpastdata,wereyoulikelytochangeorincreaseyourgoalsinsomewayindicatedbyyourfitnesstracker?YESNOSHARINGInthissectionwewouldliketohearabouthowyoumayuseorhaveusedyourfitnesstrackerforinteractingandengagingpurposeswithothers.Wewouldliketoknowalittlemoreaboutyourmotivationsandexperiencesindoingso.Q1.Doyouregularlysharethedatainanad-hocwaywithfriendsandfamily(i.e.bycomparingresultsonacasualbasis)YESNO
• If‘NO’toQ1.Doyouregularlysharethedatainanad-hocwaywithfriendsandfamily(i.e.bycomparingresultsonacasualbasis):
REASONSFORNOTSHARINGQ2.Whatareyourreasonsfornotsharingyourdatawithothers?tokeepdatapersonaltomaintainprivacyofinformationfinditunnecessaryorhavenomotivationtodosohadpoorexperienceOther:
• If‘YES’toQ1.Doyouregularlysharethedatainanad-hocwaywithfriendsandfamily(i.e.bycomparingresultsonacasualbasis):
ACTIVESHARINGQ2.Howdoyoucompareyourstatisticsoractivitieswithothers?Casually-withfriendsorfamilyCasually-fitnesstrackerconnectedwithanonlinecommunityCompetitively-withaclub,orviaonlineactivities(eg.stravaKOH)Q3a.Haveyouconnectedyourdevicewithotherstoshareyouractivity?YESNOQ3b.Inansweringparta),whatareyourreasonsfordoingso?tocompareactivitywithotherstocompetewithotherstoengagewithcommunitytogainmotivationfromothersOther:
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Q4.Whatspecificactivitiesordataloggedbyyourfitnesstrackerdoyousharewithothers?GeneraldailyactivityWeighttrainingworkoutsCardiovasculartrainingworkoutsStepsand/ordistancecoveredpertimeSleepOther:Q5a.Doyoupartakeinanygroupsorchallengeswhenconnectingwithothersandsharingyourtrackedactivity?YESNOQ5b.If'YES'totheprevious,pleasebrieflydescribesomeexample.Youranswer:_______________Q6.Pleasebrieflymentionanybenefitsordrawbacksyoufeelcomeasaresultofparticipatinginsuchamanner:Youranswer:_______________Q7.Haveyounoticedanysignificantdifferencesinyouractivityfromyourengagementwithothers?YESNOPERCEPTIONInthissectionwewouldliketoknowmoreaboutyouropiniononthefollowingstatementsaboutfitnesstrackersaspiecesoftechnologyandtheirroleforhealthandfitness.Pleaseindicateyouropinionbymarkingoneoptionwithrespecttoyourpresentorpastownershipofafitnesstracker:Ifeelencouragedtomovemorewhennearinganactivitygoaltargetindicatedbyyourfitnesstracker.1–Often234–NeverIenjoythecompetitionelementofseeingotherpeoplebeingmoreactive.1–Often234–Never
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Iactivelychangemybehaviourtoimprovemytrackedactivityindicatedbymyfitnesstracker.1–Often234–NeverIhavechangedmygoalsasaresultoftrackingmyactivities.1–Often234–NeverIgetboredfromtrackingthesamestatisticsregularly.1–Often234–NeverCONFIRMANSWERSIfyouarehappywithyouranswers,pleaseconfirmyourconsentforthemtoberecorded.Youmayinsteadwishtoexitwithoutsubmittingyouranswers.ConfirmationofanswersIamcontentwithmyanswersandwishthemtoberecorded.StopfillingoutthisforIamnothappywithmyanswersandwouldlikethemtobedisregarded-pleaseexitwithoutcompleting;youranswerswillnotbestored.