Why Do We Avoid Information Right When We Need It Most?

TL;DR

Wearable fitness trackers and social networks can help us achieve our goals by providing valuable social information.

Transcript

[MUSIC] The wearable fitness tracking market is booming. We are all buying, but are we benefiting from them? When it comes to sustaining motivation and achieving our goals, are they actually helping? We want to know, we want to know if tapping into the power of social network is actually helping us achieve goal success. Our research actually shows ... Read More

Key Insights

• 👤 The wearable fitness tracking market is booming, but many users give up on their gadgets at the moment they could benefit the most.
• 💗 Fitbit users check their social pulse over 648 million times in just five months, indicating enthusiasm for social information.
• 💁 Social information avoidance is when people choose to avoid information about others' progress on their goals, even when it is readily available.
• 💁 People are most likely to avoid social information when they are halfway through their goals.
• 💁 Leveraging social information at the critical moment can provide motivation and improve chances of success.
• 🖤 Checking social information on wearables or talking to others can help overcome demotivation and lack of momentum.
• 💦 Social information can serve as an anchor to motivate users to work harder on their goals.

Questions & Answers

Q: How do wearable fitness trackers like Fitbit provide access to social information?

Wearable fitness trackers like Fitbit allow users to check their social pulse and see how well their friends are doing with their fitness goals. This provides motivation and can help users stay on track.

Q: Why do many users give up on their wearables?

Research shows that one-third of customers abandon their wearables within six months of purchase. This may be due to a lack of sustained motivation or the feeling that the gadgets are not helping them achieve their goals.

Q: When are people most likely to avoid social information about their goals?

People are most likely to avoid social information when they are halfway through their goal. This could be because they feel discouraged compared to others or because they are focused on their own progress.

Q: How can social information help us achieve our goals?

Social information can provide us with an anchor to motivate us to work harder on our goals. Whether we find out that others are doing better or worse than us, it can serve as a reminder or inspiration to keep going.

Summary & Key Takeaways

• Wearable fitness trackers and websites like stickK.com provide abundant access to social information, but many users give up on these gadgets when they can help the most.

• One-third of customers abandon their wearables within six months of purchase, which we call social information avoidance.

• Research shows that people are most likely to avoid social information when they are halfway through their goal, but this is also the moment when it can be most helpful.