Every December, people wonder what new challenges the new year will bring them. He sets himself such challenges. New Year's resolutions are often related to self-development, taking care of yourself, and paying attention to health. In January, we should see the most significant activity among users of applications for healthy eating and measuring physical activity. Is our relationship to New Year's resolutions tied to how long we can implement them?
Thanks to the proprietary Selectivv technologies, we examined the frequency of opening applications for measuring physical activity and those related to a healthy lifestyle at the turn of the end of 2021 and the beginning of the new year. This allowed us to measure and determine whether and how long mobile application users are sticking to their New Year's resolutions. We researched a sample of 15 million smartphone users, of which approximately 25% use sports applications, and about 27% use applications related to a healthy lifestyle.
We observed the most frequent opening of this type of application at the end of the year. In December, applications for measuring sports activity were most often opened up to once a week - by about 44% of users, and health applications by over 41%.
In the first week of January, this statistic changes, and we observe an increase in such people by about 20%, which signals a decrease in the frequency of using this type of application. In December, application users were much more likely to use sports applications, as there were about 36% of people who used them twice a week, while in the first week of January, it was only 21%.
At the end of the year, approx. 14% of respondents used the application three times a week, while in the first week of 2022, a decrease by 2 pp. Wysnuć, so it can be concluded that the number of people who use the application 2 or 3 times a week has decreased (seasonal people, following behind trends). By contrast, the number of people who run applications the most (4 times a week or more) was the most stable, and we even saw slight increases in January. It can be assumed that these are people who have been practicing sports for a long time or at a professional level because there are the fewest of them.
This statistic looks very similar when it comes to healthy eating applications. They were often opened once (January) or twice (December) a week. We see a decline in the frequency of their use again, as is the case with sports apps. In December and January, only about 4-6% of users used them four times or more.
Before the pandemic, we also conducted research on this topic. The tendency is the same in both compared periods - in December we observe a sudden increase in the use of this type of application, while from January a gradual decrease.
It can be concluded that January is not a turning point for Poles to change their lives. This situation can be influenced by many factors and excuses that prevent us from persevering in our decisions. These can be, for example, bad weather, trips, or actual reasons, such as new COVID restrictions. However, we can all follow the example of persistent application users who, from the beginning, systematically approached sports or diets, launching applications at least four times a week. So, New Year's resolutions are kept for quite a short time.
Selectivv website has its own DMP platform, under which we analyze and profile data on 14 million mobile of mobile devices in Poland. We use this information to implement campaigns and reach the right groups of users in precisely defined locations with the advertisement.
We constantly cooperate with the country's largest media houses and advertising agencies. We also provide services for individual clients. Our portfolio includes commercial projects implemented for retail chains, mobile operators, financial institutions, global brands, and the public sector.
Our research, for which we use the latest and proprietary technologies, is reliable and allows us to obtain satisfactory results. Do you want to research your city or company? Please contact us.
