Health and Wellness Apps

Goals

Identify the in-app subscription pricing models (including free trial periods) of the top ten health and wellness iOS apps in order to inform a pricing strategy for a new health app.

Early Findings

Ranking the Top 10

  • On December 10th, 2019, the top ten health and wellness apps by Apple Store ranking were Calm, SHRED, Flo Period & Ovulation Tracker, Fitbit, BetterMe, Lunar, MyFitnessPal, Reflecty, Life Advisor, and Muscle Booster Workout Tracker.
  • The top-grossing health and wellness apps in the Apple Store as of December 10th, 2019, were Calm, Weight Watchers, MyFitnessPal, Headspace, SWEAT, BetterMe, Muscle Booster Workout Tracker, Flo Period & Ovulation Tracker, Noom, and Lose It!.
  • The Apple Store's popular app ranking lists the top ten health and fitness apps as MyFitnessPal, Fitbit, Lose It!, Calm, Nike Run Club, Headspace, Map My Run, Flo Period & Ovulation Tracker, Weight Watchers, and Sweatcoin.
  • The top ten most popular paid health and fitness apps in the App Store are AutoSleep Track Sleep on Watch, The Wonder Weeks, My Macros+, Couch to 5K, HeartWatch, WaterMinder, Streaks, Full Fitness, Stamena, and Instant Heart Rate+ HR Monitor.
  • Calm, Flo Period & Ovulation Tracker, Fitbit, BetterMe, MyFitnessPal, Muscle Booster Workout Tracker, Weight Watchers, Headspace, and Lose It! are the nine apps listed more than once in the aforementioned four rankings.

Calm

Flo Period & Ovulation Tracker

  • Flo Period & Ovulation Tracker was the most downloaded Health & Fitness app in the App Store worldwide in August 2019.
  • Flo has a free and a premium version, and some paid premium options have a free trial period.
  • The one-month subscription is $9.99, the three-month subscription is $19.99, the six-month subscription is $39.99, and the one-subscription is $49.99.

Proposed next steps:

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Through our preliminary hour or research, we identified four ways to rank the top health and fitness apps in the App Store. We recommend continuing our research by identifying the following information for each app: (1) pricing model (trial period, subscription prices, etc.) (2) annual revenue (3) number of downloads (4) historical data on their performance in the App store. In the four rankings, there are 28 unique apps, so we would dedicate four requests to identifying all the necessary information for seven apps each.
Nine apps appeared across multiple lists: Calm, Flo Period & Ovulation Tracker, Fitbit, BetterMe, MyFitnessPal, Muscle Booster Workout Tracker, Weight Watchers, Headspace, and Lose It!. Instead of researching each unique app identified, we could focus on providing the following information for these nine: 1) pricing model (trial period, subscription prices, etc.) (2) annual revenue (3) number of downloads (4) historical data on their performance in the App store.
Alternatively, we could just continue our research on the top ten according to the Apple Store's popular ranking. For each app, we could provide the following information 1) pricing model (trial period, subscription prices, etc.) (2) annual revenue (3) number of downloads (4) historical data on their performance in the App store.