For many years, wearable fitness trackers, also called activity trackers or fitness watches, have been among the most popular holiday gifts. And as the new year approaches, consumers are making resolutions to get in shape by using devices from Fitbit, Apple, Garmin and other brands to track movement, record exercise, count calories burned and more.

Fitness trackers of the first generation worked like pedometers, counting the number of steps taken. Today’s increasingly sophisticated tools track many forms of exercise, including running, cycling, rowing and swimming. They also measure blood oxygen levels, sleep patterns, calorie intake and other health-related data.

Companies market these products as all-in-one technology devices that connect users to the apps and products needed to establish or maintain an exercise regimen, including music, maps and schedule reminders. Many medical professionals endorse wearable activity trackers to help users maintain a regular exercise routine and reach fitness goals.

However, many people can get annoyed or demotivated when a fitness watch tells them to get up after sitting for too long or informs them that they haven’t burned many calories by a certain time of day. Research by Lane Fronczek, an assistant professor of marketing at Georgia State University’s J. Mack Robinson College of Business, suggests there may be a reason for those negative feelings.

The paper from 2022, co-authored by Fronczek u Journal of the Academy of Marketing Sciences“Friend or Foe? Can Anthropomorphized Self-Tracking Devices Backfire on Marketers and Consumers?” showed that while consumers are initially drawn to wearable trackers marketed with human qualities, and some refer to the device as a “fitness trainer” , they experience a decline in enthusiasm and activity over time.

Another study published in 2016 in Journal of the American Medical Association (PIT) compared two groups of overweight adults who ate the same low-calorie diet, followed the same exercise routines, and received the same support for two years.

One group wore activity trackers and the other manually recorded their data on a website. There was no significant difference in weight loss between the groups at six months, but at 12, 18 and 24 months, participants who logged their activity online lost statistically significantly more weight than those who wore the devices.

The researchers did not provide a clear explanation for the results, but theorized that the activity tracking group focused more on technological support than actual exercise behaviors.

Fronczek’s research could shed light on why some users lose motivation over time. Her team found that devices described as a “personal fitness trainer” or “fitness buddy” can reduce the user’s sense of autonomy. Because of this, consumers feel that the technology, not the user, gets credit for behavior and goal achievement. As a result, people lose their desire to engage in health-related behaviors, leading to a reduction in daily steps and exercise.

To combat this phenomenon, Fronczek recommends users adjust the settings on their devices and set their own exercise goals instead of simply doing what the tracker tells them to do. Increasing the impact on activities and achievements can help users maintain their enthusiasm and prevent a decline in the excitement they have found.

Fronczek also reiterated that users should use wearable activity trackers as a support tool and avoid depending on them to manage or monitor every aspect of their lives.

Understanding how consumers use this technology is critical as devices continue to evolve and play an increasingly important role in our daily lives. Economists estimate the market for wearable activity trackers at $138 billion in 2022 and expect it to surpass $491 billion by 2032.

“There is a way for companies to get the best of both worlds,” Fronczek said. “Initially, they can advertise the devices as trainers, then encourage users via push notifications or emails to adjust settings to increase autonomy and feel in charge of their own actions.”