Although sales of Fitbit and other fitness trackers are strong, many of their owners lose enthusiasm for them once the novelty of knowing how many steps they've taken wears off. One research firm, Endeavour Partners, estimates that about a third of these trackers get abandoned after six months. A health care investment fund, Rock Health, says Fitbit's regulatory filings suggest that only half of Fitbit's nearly 20 million registered users were still active as of the first quarter of 2015.
Makers of fitness trackers are already thinking ahead with higher-end models at double the price. The Fitbit Surge with GPS tracking and message notification costs $250 and Jawbone's Up 4 with mobile payments costs $200. But Android smartwatches cost about as much, and Apple Watch just a bit more, starting at $350.