The goal of this study was to examine why individuals purchase wearable fitness trackers and explore their usage patterns. Four focus groups were conducted with 31 participants who shared their thoughts on their purchase intentions, fitness behaviors, and how they used their various fitness trackers. Several themes emerged from their discussions which shed light on this emerging technology. Aspects of gamification and the diffusion of innovation were evident in how participants chose to purchase and use trackers because of the need to compete with friends and family and hold themselves accountable when it came to being psychically fit. The importance of esthetics and virtual rewards were also influences that impacted users’ opinions of their fitness trackers. The findings suggest the importance of social pressure, personal accountability, and gamification when it comes to purchasing and using a wearable fitness tracker during leisure time activity.
