Abstract
Despite the all-pervasive impact of smartphones on day-today life of human beings, the adoption of mobile apps for fitness tracking has however been observed as low. The objective of this research paper is to look at some of the key factors that influence consumers at large in adopting mobile app for fitness tracking. Apart from undertaking a detailed data analysis on the various demographics to which the consumers belong, the content analysis validates the importance of behavioral characteristic techniques which have evolved over a period of time in recent years to describe the positive and negative impacts of both internal and external environment on the consumers. The paper is intended to be a good reference point for the marketing professionals as well as software vendors to have a thorough understanding on the adoption of fitness apps as per usage preferences.
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