Behind the Scenes

Fitbit Leads App Store Downloads on Christmas, Beats Instagram and YouTube

It appears Fitbit was a popular gift this holiday season.

The wearable fitness tracker's app was the most-downloaded app on Apple's App Store on Christmas Day, according to mobile app tracker App Annie. Trailing Fitbit in order in the top five was Instagram, YouTube, Snapchat and Pages. The total number of downloads was unavailable.

Fitbit's Christmas Day ranking on the App Store improved from No. 18 in 2014. But it was not just a Christmas surprise for Fitbit – the app also topped the App Store chart on Dec. 26 and 27. Fitbit climbed the charts heading into Christmas, ranking No. 55 on Dec. 23 and No. 21 on Christmas Eve.

Fitbit's apparent success this holiday season went beyond the App Store. Fitbit shot up from No. 130 on Christmas Eve to No. 50 on Christmas Day on Google Play, and ranked No. 10 on both Dec. 26 and Dec. 27, according to App Annie. On Amazon's Appstore, Fitbit rose from No. 298 on Christmas Eve to No. 99 on Christmas Day before falling out of the top 100 on Dec. 26.

Fitbit's products sold "very well" at Macy's, were one of Target's top selling electronics, and Amazon.com said the Fitbit Charge was one of the most popular items used in its same-day delivery service in Chicago, Dallas, New York and other major cities during the holiday season, according to an Associated Press report.

Price could have played a role in Fitbit's success this holiday season, with Fitbit products starting at $59.95 to the $249.95 Surge model. Apple Watch models start at $349 and range up to the $12,000 18-karat Rose Gold Case model.

Could this mean trouble for the Apple Watch, Garmin, Samsung, Fossil and other competitors? It's probably too early to say, though the holiday numbers will likely grab attention among wearable fitness tech manufacturers and drive further innovation for market differentiation.

Fitbit's price point, combined with what appears to be a strong holiday sales season, should keep the San Francisco company's position as the leader in the consumer wearable fitness tech market in the fourth quarter. Fitbit led the worldwide wearable device market with a 22.2 percent share and 4.7 million units shipped the third quarter, according to the International Data Corporation. Apple ranked second at 18.6 percent.

Fitbit, which debuted on the New York Stock Exchange this summer, closed up 3.2 percent per share at $29.86 Monday in the first trading day after Christmas. The company reported revenue of $409.3 million in the third quarter.

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