2023年欧洲健康和健身应用报告（英.pdf

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1、THE STATE OF HEALTH&FITNESS APPS IN EUROPE.An Analysis of Health&Fitness App Market Trends in Europe 2023.2022 Sensor Tower Inc.-All Rights Reserved 2022 Sensor Tower Inc.-All Rights Reserved|2023 Sensor Tower Inc.-All Rights Reserved|2This report,which leverages Sensor Towers Store Intelligence and

2、 Usage Intelligence data as well as our Pathmatics data,explores the Health&Fitness app space in Europe.The analysis includes:-Download,usage and consumer spending trends from Q1 2019 through Q4 2022.The report is broken down into four main sections:-Market Overview:An overview of the main mobile tr

3、ends for Health&Fitness apps in Europe,including consumer spending and usage.-Top Fitness Apps:An in-depth view of the leading players in the mobile Fitness space,including Strava,AllTrails and Fitbit.-Top Meditation&Sleep Apps:An in-depth view of the leading players in the mobile Meditation&Sleep s

4、pace,including Headspace and Calm.-Top Womens Health Apps:An in-depth view of the leading players in the mobile Womens Health space,including Flo and Clue.Note:COVID-19 and medical apps such as CovPass and Doctolib have not been included in this report.IntroductionMARKET OVERVIEW04TOP FITNESS APPSTO

5、P MEDITATION&SLEEP APPSTOP WOMENS HEALTH APPSCONCLUSION14192225 2023 Sensor Tower Inc.-All Rights Reserved|3MARKET OVERVIEW:EUROPE.2023 Sensor Tower Inc.-All Rights Reserved|41Zepp LifeAnhui Huami Information TechnologyYAZIO FastingYAZIOHome WorkoutABISHKKINGLose Weight App for WomenABISHKKINGStrava

6、StravaFlo Period TrackerFlo HealthSix Pack in 30 DaysABISHKKINGPeriod TrackerABISHKKINGLose Weight App for MenABISHKKINGStep TrackerABISHKKING234567891020201Zepp LifeAnhui Huami Information TechnologyFlo Period TrackerFlo HealthHome WorkoutABISHKKINGStravaStravaLose Weight App for WomenABISHKKING234

7、567891020211QR Code ScannerStep CounterABISHKKINGFlo Period TrackerFlo HealthZepp LifeAnhui Huami Information TechnologyHome WorkoutABISHKKING23456789102022-3Period TrackerABISHKKINGKomootYAZIO FastingYAZIOKomootKomoot-2NEWPedometerITO Technologies-8NEWAdimParaAdimPara+4-ABISHKKINGStep CounterNEW-Ko

8、mootNEWBlood Pressure AppNEWSweatcoinSweatCO.inNEWBeijing Xiaomi Mobile SoftwareMi FitnessWeWardWeWardNEW+1-2-5-4NEWFitnessDiet&NutritionSubcategoryMeditation&SleepWomens HealthPaid-to-Walk Apps Gain Foothold Among the Most Downloaded Apps in 2022 Top Health&Fitness apps by downloads in Europe(App S

9、tore and Google Play)2023 Sensor Tower Inc.-All Rights Reserved|5Meditation Apps Slipped From the Top 3 by Consumer Spending in 2022Top Health&Fitness apps by gross revenue in Europe(App Store and Google Play)1StravaStravaCalmCHeadspaceHeadspace meditationYAZIOYAZIOFreeleticsFreeleticsMyFitnessPalMy

10、FitnessPalKomootKomootLifesumShapeUp Club ABSweatKayla ItsinesWorkouts by Muscle BoosterA.L.AMAZING APPS234567891020201StravaStravaHeadspaceHeadspace meditationCalmCMyFitnessPalMyFitnessPalYAZIOYAZIOKomootKomoot234567891020211StravaStravaMyFitnessPalMyFitnessPalFitbitGoogleHeadspaceHeadspace meditat

11、ionFlo Period TrackerFlo HealthCalmCKomootKomootZwiftZwift23456789102022-FreeleticsFreeleticsNEWYAZIOYAZIO+1-1+2-1+1GoogleFitbitNEWFlo Period TrackerFlo HealthNEW-4ZwiftZwiftNEW+2+4-2+3-3-1LifesumShapeUp Club AB-3+1FitnessDiet&NutritionSubcategoryMeditation&SleepWomens Health 2023 Sensor Tower Inc.-

12、All Rights Reserved|6Womens Health Apps Continue to See Strong User Engagement Across Europe Top Health&Fitness apps by MAU in Europe(App Store and Google Play)FitnessDiet&NutritionSubcategoryMeditation&SleepWomens Health1Zepp LifeAnhui Huami Information TechnologyPeriod CalendarABISHKKINGFlo Period

13、 TrackerFlo HealthMyFitnessPalMyFitnessPalPregnancy+Philips Digital UKClue BioWinkGarmin ConnectGarminSweatcoinSweatCo.inYAZIOYAZIOFitbitGoogle234567891020201Zepp LifeAnhui Huami Information TechnologyPeriod CalendarABISHKKINGFlo Period TrackerFlo HealthMyFitnessPalMyFitnessPalGarmin ConnectGarminPr

14、egnancy+Philips Digital UK234567891020211Zepp LifeAnhui Huami Information TechnologyPeriod CalendarABISHKKINGFlo Period TrackerFlo HealthSweatcoinSweatCo.inMyFitnessPalMyFitnessPalGarmin ConnectGarminPregnancy+Philips Digital UK23456789102022+2-3-ClueBioWink-1NEWYAZIOYAZIO-4Step Counter ABISHKKING-S

15、travaStravaNEWStep Counter ABISHKKING-+7-1-1WeWardWeWardNEWKomootKomootNEW 2023 Sensor Tower Inc.-All Rights Reserved|7COVID-19 lockdowns turbocharged installs of apps offering personalized at-home workouts,meditation classes and diet&nutrition plans.Despite the lift of most COVID restrictions acros

16、s Europe,some Health&Fitness apps have continued to grow in popularity,with total downloads reaching 232 million in 2022.While installs in 2022 have remained above pre-COVID 2019 levels(up 16 percent),they have slowed versus 2020(-23 percent)and 2021(-5 percent).The return to in-person activities ha

17、s likely played a role in the year-over-year decline.However,a slowdown in the sales of smartphones(with global shipments down a record 18.3 percent in Q4 2022)might have also contributed to the decrease in first-time installs across Europe.The slowdown of smartphone sales is bad news for phone make

18、rs,including Apple.The decline in iPhone sales in the December 2022 quarter,the increase in install base and a record number of active devices may see Apple focus more efforts on its own ad business and its subscription services,increasing-in turn-the competition for user monetization in the broader

19、 mobile space,including Health&Fitness.Installs of Health&Fitness Apps Surpassed 230 Million in 2022 Quarterly downloads of top Health&Fitness apps in Europe 020M40M60M80M100MQ1 2019Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020Q4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022Q4 202212M15M16M19M1

20、4M15M17M21M17M17M29M25M14M17M17M19M34M41M47M48M36M39M47M57M47M48M65M53M31M34M34M36MGoogle PlayiTunesNote Regarding Download Estimates:Download estimates are the aggregate installs of the top Health&Fitness apps across 34 European countries between Q1 2019 and Q4 2022.Q2 2020 was the best quarter by

21、adoption,driven by StravaQ4 2022 was Health&Fitness apps worst quarter since Q4 2019 2023 Sensor Tower Inc.-All Rights Reserved|8While European installs of Health&Fitness apps have remained above 2019 levels,not all markets have grown compared to pre-COVID times.Adoption in some key markets(e.g.Germ

22、any)was flat in Q4 2022 vs the same period in 2019,while in others,such as France and Spain,raw install growth slowed,remaining below 300K,with Fitness the only subcategory growing compared to Q4 2019.Turkey,one of Europes fastest-growing markets since Q1 2020,drove adoption growth across Europe in

23、the last quarter of 2022,followed by Italy,with Fitness apps driving growth in both countries.In Turkey,strong interest rate cuts have sustained growth in past quarters but have also increased inflation to the second-highest in the G20 behind Argentina.And while inflation rates started to cool at th

24、e end of 2022(64 percent in December 2022 vs 84 percent in November),double-digit unemployment and a currency crisis have shrunk households spending power,making it harder to translate high adoption of Health&Fitness apps into an increase in mobile consumer spending.Turkey Drives Adoption,but Econom

25、ic Turmoil Halts Spending Potential Quarterly downloads of top Health&Fitness in Europe by country-2M02M4M6M8MQ4 2019Q1 2020Q2 2020Q3 2020Q4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022Q4 2022Note:Data is indexed to Q4 2019 Q4 2019=0Other European MarketsTurkeyU.K.RussiaItaly 2023 Sensor To

26、wer Inc.-All Rights Reserved|9Europeans Spent$570 per Minute in 2022,but Spending is Slowing Monthly gross revenue of top Health&Fitness apps in Europe Europeans spent nearly$300 million on Health&Fitness apps in 2022,driving a 5 percent year-over-year increase in gross revenue.Fueled by the COVID-1

27、9 pandemic,the category saw exceptional growth in 2020 and 2021,but growth rates began to cool down in 2022.Stronger than forecast Eurozone growth in Q4 2022,a decrease in inflation at the end of 2022,and a rise in consumer confidence in January 2023 to a seven-month high may,however,help maintain r

28、obust consumer spending levels on Health&Fitness apps across the bloc.Strava,MyFitnessPal,and Fitbit were the top grossing Health&Fitness apps across Europe in 2022.The three apps controlled over one-third of top Health&Fitness apps revenue from in-app purchases(IAPs),with Strava alone accounting fo

29、r 19 percent of the total(up from 9 percent during the same time in 2019).Health&Fitness apps continue to be popular across the Continent,with Europeans spending a record$570 per minute on Health&Fitness in-app purchases in 2022.Note Regarding Revenue Estimates:Revenue estimates are the aggregate gr

30、oss revenue of the top Health&Fitness apps by downloads across 34 European countries between Q1 2019 and Q4 2022.$0$10M$20M$30MJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecember2022201920202021 2023 Sensor Tower Inc.-All Rights Reserved|101.6M 20192.7M 20203.5M 20214.2M 2022W

31、hile downloads have decreased in the past few quarters,it has become more difficult for Health&Fitness apps to reach the no.1 spot by gross revenue in Europe.It now requires$4.2 million across Google Play and the Apple App Store in a given month for a Health&Fitness app to rank at No.1 in Europe.Thi

32、s is up 23 percent from the median of$3.5 million monthly gross revenue needed in 2021 and up 161 percent versus 2019,when the no.1 app only needed$1.6 million to reach the top spot.France,Italy,Spain and the U.K.are among the markets that have seen an increase in the required median monthly gross r

33、evenue over the past few years.Germany,however,has seen a different trend:While the median revenue needed to reach the no.1 spot has increased each year until 2021,it has recorded a decrease in 2022 YoY.All subcategories have seen an increase in the median monthly revenue required to reach the no.1

34、spot between 2019 and 2022.However,only Fitness,Womens Health,and Diet&Nutrition apps have recorded an increase in 2022 YoY,while Meditation apps have bucked the trend,seeing a year-over-year decline in the revenue needed to hit the top spot the past year.Revenue Needed to Become No.1 Hit Record Hig

35、h in 2022 Median monthly European gross revenue for No.1 Health&Fitness app in Europe 2023 Sensor Tower Inc.-All Rights Reserved|11Pandemic-Induced Spending Surge Remains Elevated Top Health&Fitness apps downloads,gross revenue and MAUs by year The emergence of the COVID-19 pandemic drove up mobile

36、revenue of Health&Fitness apps,in some cases more than doubling their yearly values.While the worst of the pandemic has now ended in Europe,consumer spending has remained elevated,with a number of apps recording significant year-over-year increases,a sign that the pandemic might have changed consume

37、r spending habits for the long term.While all key European markets saw a sharp increase in consumer spending during 2020,some,including France,Italy,and Germany,recorded a slowdown in 2022.Spending across the Continent has,however,continued to grow in 2022 year-over-year,although at a slower pace.Th

38、e Meditation subcategory,which included the top two grossing apps of 2019(Calm and Headspace),recorded a boost in revenue at the beginning of the pandemic,but spending growth has now ended(see next slide).Conversely,several Fitness apps-including Strava and Fitbit-have continued to capitalize on the

39、 opportunity presented by the pandemic,with Stravas revenue increasing over 330 percent in 2022 vs 2019.2019202020212022DownloadsGross RevenueStravaStravaFloMyFitnessPalMyFitnessPalCalmCalm 2023 Sensor Tower Inc.-All Rights Reserved|12CalmCalmMyFitnessPalMyFitnessPalStravaStravaFloFloFlo$0M$5M$10M$1

40、5M$20M$25M$30M$35M$40M$45M$50M$55M0M5M10M15M20M 0M5M10M15M20M 0M5M10M15M20M 0M5M10M15M20M-40%40%120%200%Womens HealthFitnessDiet&NutritionMeditation&Sleep-14%3%12%25%6%14%18%77%54%48%113%163%But Growth is Slowing Across Health&Fitness Subcategories Year-over-year gross revenue growth by Health&Fitne

41、ss subcategoryWhile competition to reach the no.1 spot by revenue has continued to increase since 2019,and the surge in mobile spending propelled by the pandemic has remained elevated,spending growth rates have decreased significantly in 2022.All subcategories have seen a decline in spending in 2022

42、 year-over-year.Still,some have performed better than others:Fitness remains one of the most resilient Health&Fitness subcategories,growing 12 percent year-over-year in 2022(Fitness also performed well across key European markets in 2022).Diet&Nutrition has seen a significant decline in spending vs

43、the height of the pandemic,but some apps,including MyFitnessPal,continued to see strong revenue growth in 2022.Meditation apps are,however,facing a reckoning,becoming the only subcategory recording negative growth rates in 2022.Womens Health has been the fastest-growing Health&Fitness subcategory ea

44、ch year since 2020.While spending growth rates have declined in 2022 YoY,at 25 percent they continue to be the strongest in the mobile Health&Fitness space,making Womens Health a monetization opportunity in 2023.Flos-one of Womens Health leading apps-has seen its revenue increase 6x between 2019 and

45、 2022.2023 Sensor Tower Inc.-All Rights Reserved|13202020212022TOP FITNESS APPS:EUROPE.2023 Sensor Tower Inc.-All Rights Reserved|14Stravas Foray Into Outdoor Adventure May Boost Adoption Total downloads of select Running,Cycling and Hiking apps in Europe in 2022 vs 2020 A number of Running,Cycling&

46、Hiking apps have seen their adoption dwindle following the record surge in installs of 2020.Some have bucked the trend,though,continuing to increase in popularity in 2022.AllTrails has been one of the most successful Running,Cycling&Hiking apps,with downloads surging 74 percent between 2020 and 2022

47、 to 4.6 million.The U.K.was the fastest-growing market in Europe,adding more than 400K installs in 2022,helped perhaps by a$925K digital ad campaign that targeted primarily Instagram users in England(88 percent of its Instagram ad spend in the U.K.in 2022).Strava,the leading Running,Cycling&Hiking a

48、pp by installs in 2020,has seen a decline in first-time installs moving behind German-based Komoot in 2022.Strava has recently acquired Fatmap,a 3D mapping app that is developing a high-resolution 3D global map platform for the great outdoors.While Strava and Fatmap will remain separate products for

49、 now,the acquisition may give Strava a competitive advantage over other hiking-focused apps,such as AllTrails.20222020StravaKomootAdidas RunningAllTrailsNike Run Club 2023 Sensor Tower Inc.-All Rights Reserved|150M1M2M3M4M5M6M7M8M9M10M11MStrava has Continued to Capitalize on its Pandemic Strategy St

50、ravas quarterly gross revenue versus select competitors in Europe Strava has been one of the most successful Health&Fitness apps during the pandemic:Its revenue increased 4x between 2019 and 2022,hitting a record high in August 2022.Stravas social features,the launch of new updates in the past years