One-third of U.S. Consumers Plan to Purchase Fitness Technologies in 2011, CEA Study Finds

Arlington, Va., December 28, 2010 – A new study by the Consumer Electronics Association (CEA) reveals that fitness technologies are key to helping consumers stay motivated and keep their resolutions to get fit in the New Year. CEA’s newly released research study: Getting Fit With Consumer Electronics shows almost half of U.S. online consumers used a fitness technology in the past year, and 37 percent anticipate purchasing a fitness technology in the next 12 months.

According to the study, 54 percent of consumers cite lack of motivation as the main reason not to exercise. The study also found 76 percent exercise alone without the guidance of exercise professionals, and 74 percent of consumers exercise at home. Fitness technologies can help these consumers assess their fitness level; set realistic, achievable goals; track the amount of physical activity they get each day; monitor their calorie intake; track progress on fitness goals; and ultimately help make the journey more fun and engaging.

“Fitness technologies can play a significant role in motivating consumers,” said Rhonda Daniel, manager of market research at CEA. “Compared to consumers who are not using fitness technologies, consumers who use these devices view exercise more positively, and are more likely to enjoy exercising and to view it as important to their health.”

For the first time the 2011 International CES®, produced by CEA and held January 6-9, 2010, will include a Fitness TechZone, that will showcase the newest innovations and tools for the sports enthusiast, and spotlight key trends impacting the collective multi-billion dollar sports, fitness and outdoors markets. Sponsored by Living in Digital Times, the Fitness TechZone is a focused lifestyle exhibition and conference embedded within the International CES, the world’s largest technology tradeshow and the global stage for innovation.

“The demand for fitness technologies is wide-ranging, and a variety of technologies are available – from standalone devices such as digital weight scales, pedometers and fitness companions, to software programs and applications, to peripherals and games for gaming systems,” said Daniel. “Additionally, many devices consumers already own, such as smartphones and MP3 players, are now equipped with components and capabilities that can be used for fitness, including GPS, pedometers and accelerometers.

CEA’sGetting Fit With Consumer Electronics presents the findings of an Internet survey administered to an online national sample of 1,303 U.S. adults between July 26 and August 5, 2010. The study was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies at Non-members may purchase the report for $999 at