While the majority of Germans use technology for health-related purposes in some way, this is largely driven by administrative tasks, such as booking doctor's appointments online.
While the majority of Germans use technology for health-related purposes in some way, this is largely driven by administrative tasks, such as booking doctor’s appointments online. However, clearly perceived benefits can drive engagement with health tracking, with particular engagement among younger Germans, exemplified by 47% of women under 34 tracking their hormonal cycle.
Yet, trust remains a central hurdle, including with innovations such as AI. Consumers are cautious of AI-driven tools, often questioning the reliability of advice and expressing concerns regarding data privacy. The challenge is about proving value and ensuring transparency, while mitigating perceived pressures of over-optimisation.
Many Germans aspire to improve their health, but adoption of digital tools designed to support in this regard lags behind, presenting significant room for growth. Demonstrate how health tech can holistically support consumers’ health, spanning priorities across fitness, sleep, nutrition and mental wellbeing.
Health and fitness technology has significant growth potential. Demonstrate holistic health benefits and mitigate concerns about data privacy and over-optimisation.
Jan Urbanek, Principal Analyst
This Report examines consumer behaviours and attitudes regarding health and fitness technology within the broader context of consumer electronics. The scope includes the use of wearable technology as well as digital health services, including mobile apps.
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