According to recent data from Pew Research Center, 77% of Americans and over 89% of adults between the ages of 18 and 34 own a smartphone. Just as money doesn't buy happiness, owning a smartphone doesn't mean you are using it to enhance your personal wellness. As part of the POPSUGAR Insights 2019 Wellness Report, we asked US women between the ages of 18 and 49 to give us a peek into their wellness journey and share more about the role that technology plays in their wellness journey.
Overall, 82% of women we surveyed said that technology helps them become both happier and healthier. Happily, this number is trending in the right direction - as the overall percentage has grown 10% since we last asked in 2016.
When it comes to the intersection of technology and wellness, women tend to prefer to endure the daily trials of their personal journey in private and celebrate their successes in public. In fact, 60% of women told us they dislike sharing their daily wellness activities via social media, 46% dislike to solicit wellness-related feedback from friends or family, and 38% dislike seeking support from others via social. Looking on the bright side, women prefer to use technology to privately track goals and actively (and loudly) celebrate their wellness milestones. Over 3 in 4 (77%) women use technology to set personal wellness goals and 72% use technology to set personal fitness goals. Nearly 6 in 10 (59%) use tech to track their daily wellness activities and just shy of ½ of women (47%) use it to share personal milestones.
Brands should pay attention to women's technology preferences by offering content and solutions that help them move towards privately achieving their goals while allowing them to crow about their achievements, when applicable. By understanding the delicate balance between what should stay private and what women like to share, brands can develop solutions and craft content that respects a woman's personal and unique wellness journey.