Behind the scenes

Self-tracking: men do it for fun, while women are motivated by exercise

30.5.2023

Translation: Katherine Martin

People in Switzerland have a keen interest in self-tracking, with more than half the population keeping tabs on their physical activity level with a smartphone, smartwatch or other digital assistants. Step count, sleep pattern and heart rate are especially popular measurements to track. While Austria shares Switzerland’s passion for self-tracking, Germany hasn’t exactly embraced the phenomenon.

Digitec Galaxus wanted to find out how shoppers in Germany, Austria and Switzerland feel about self-tracking, a term that describes the collection and analysis of one’s own data. Examples of this include data on nutrition, exercise and sleep.

As part of a representative GfK survey, around 2,500 people from the DACH region stated whether they measured their physical activity and specified how they did so.

Self-tracking is widespread in Switzerland and Austria, but Germany is less enthused

More than half of respondents in Switzerland (52.2 per cent) and Austria (52.7 per cent) track their physical activity. The Germans are the least keen on self-tracking, with only 40.8 per cent of those surveyed stating they monitor their steps, calories or other health data. Of the 59.2 per cent who don’t do any self-tracking, 38.7 per cent said they had no desire to start doing so.

Older generations track their data more frequently

Men and women are similarly track-happy. In Germany and Switzerland, women do it slightly more, while in Austria, it’s the other way around.

When it comes to age, parallels emerge between Switzerland and Austria – the older the survey respondent, the more likely they are to do self-tracking. Of the Switzerland-based respondents aged 50–74, 54.1 per cent scrutinise their physical activity by way of a smartphone, smartwatch or other device. In Austria, the figure rises to 54.5 per cent. In Germany, the opposite is true, with older generations rarely tracking their health data. The younger the respondent, the more likely they are to collect data on their physical activity.

Education level also appears to influence self-tracking habits. In Germany and Switzerland, it’s respondents with a high level of education who do the most self-tracking in percentage terms. In Austria, the academically inclined are no more track-happy than their compatriots without a degree or high school diploma.

The greatest motivation for self-tracking? Interest in the results

Why do we track our health data? The majority of survey respondents monitor their physical activity because they’re interested in their results. Ranked as the second most important motivation to self-track is «to exercise more». And let’s not forget the fun factor – in Germany and Switzerland, «because it’s fun» is the third most important reason for tracking. Meanwhile, their Austrian neighbours are more likely to use self-tracking for weight management than for fun.

What all three countries have in common when it comes to self-tracking is that men generally place more emphasis on the fun factor than women. Women hope self-tracking will lead them to get more daily exercise.

Steps, steps and more steps

Respondents from Switzerland, Austria and Germany all see step count as the most valuable self-tracking measurement. The second most popular measurement in Austria and Germany is heart rate, whereas the Swiss prefer knowing what’s going on with their sleep patterns. As far as the third most popular data point is concerned, preferences differ by country, with heart rate, sleep and calorie consumption all getting a look-in.

Side note: all across the DACH region, young people are the most likely to track their muscle mass. Pumping iron in the gym and tracking the results seems to be more common among younger generations.

In Switzerland, the survey results differ between the German-speaking and French-speaking regions. People in the German-speaking part of Switzerland place more importance on «heart rate» and «step count». Their French-speaking counterparts, on the other hand, consider «weight», «muscle mass» and «body fat percentage» to be more important.

Smartphones are the most popular health trackers

In the DACH region, smartphones are the most popular devices for tracking physical activity. In Switzerland, more than half of those surveyed use an app to keep track of their sleep patterns, step count or calorie consumption. Smartphones also prove to be the most popular self-tracking devices in Austria, while smartwatches are preferred in Germany.

Younger generations are especially likely to use their smartphones for self-tracking. In Switzerland, the figure reaches 54.6 per cent of 15–29 year-olds surveyed. In Germany and Austria, the youngest age group comprises 18–29 year-olds, 50.5 per cent and 49.5 per cent of whom self-track using their smartphones respectively. Austria is the only country where the number of silver surfers using smartphones for self-tracking exceeds the figure for the younger generation. There, 52.8 per cent of 50–59 year-olds self-track with their phones.

Heart rate belts tend to be used by older people – in Austria, «heavy users» are aged 70 and above (15.7 per cent). In Germany, on the other hand, it’s the 40–49 year-olds (10 per cent). The country with the lowest demand for heart rate belts is Switzerland, where the devices are most likely to be worn by 30–49 year-old athletes (7.7 per cent).

What’s your opinion on self-tracking? Are you one of those people who meticulously checks their health data? Or is monitoring your physical activity just not your thing? Join the discussion in the comments.

The survey was conducted between 20 April 2023 and 24 April 2023.

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Stephan Kurmann

Senior Communications Manager

Stephan.Kurmann@digitecgalaxus.ch

Studies claim that we have a shorter attention span than goldfish. Ouch! My job is to get your attention as often and for as long as possible. How? With content you enjoy. Outside of the office, you’ll find me on the tennis court, curled up with a book, Netflixing or travelling.

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