Happy New Year! The first week of January means many things to many people. For over 180,000 folks this year (including myself) – it has meant a pilgrimage to Las Vegas and the Consumer Electronics show. For the rest of the world, many like to start January with a healthy resolution or two. Thankfully, the timing of these two events creates the perfect storm for blending technology with New Year’s Resolutions. Santa put a FitBit under our tree for me this year. Wearing it for the last few days in Las Vegas, it made me aware of the thousands of others wearing and talking about their wearable fitness devices. Truly, these have become mainstream.
And wearable devices aren’t the only thing helping people achieve their resolutions. “Health & Wellness” and “Fitness” apps like MyFitnessPal give consumers the ability to manage their lifestyle changes and meet their goals. By simply looking at the mobile traffic these types of apps generate, it is clear that these too have become mainstream. In December, traffic to “Health & Wellness” and “Fitness” apps held quite steady. However, when you look closely at the end of the month and leading into January, the traffic simply explodes. Daily traffic from “Health & Wellness” and “Fitness” apps on the Millennial Media platform increased 146% from Christmas Day to January 7.
Also seeing some significant mobile traffic increases are Finance apps. Finance apps on the Millennial Media platform also saw 79% greater traffic in the first week of January versus the last week of December. People are either trying to save more money or lament their credit card balances!
We hope that these trends continue as that will indicate that folks are sticking with their resolutions. We’ll update you on traffic patterns that we are seeing in these categories as we work through the quarter. Until then, I will strap on my FitBit and walk to my dinner reservation. I can see it from my room, but every step helps.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.