WHILE THE MAJORITY ( 57 %) OF THOSE SURVEYED SAID THEY WERE WILLING TO SHARE THEIR PERSONAL FITNESS AND HEALTH DATA WITH BRANDS , SCEPTICISM REMAINS AND THERE ’ S A TRUST GAP TO OVERCOME – PARTICULARLY AROUND MORE MEDICAL-GRADE PRODUCTS .
S C R U B B I N G U P
WHILE THE MAJORITY ( 57 %) OF THOSE SURVEYED SAID THEY WERE WILLING TO SHARE THEIR PERSONAL FITNESS AND HEALTH DATA WITH BRANDS , SCEPTICISM REMAINS AND THERE ’ S A TRUST GAP TO OVERCOME – PARTICULARLY AROUND MORE MEDICAL-GRADE PRODUCTS .
products and services : offerings that are hyper-personal to their own bodies and DNA , able to merge data across services and integrate seamlessly with their real-world , daily routines .
Companies like 23andMe , InsideTracker , Whoop , Zoe , NIX Biosensors , Apple Fitness and Habit are already leading the charge in this area by offering hyper-personalised HealthTech solutions . They are leveraging consumer data to create affordable , trusted platforms . But the big hurdle in gaining consumer trust is in the handling of personal biomedical data . While the majority ( 57 %) of those surveyed said they were willing to share their personal fitness and health data with brands , scepticism remains and there ’ s a trust gap to overcome – particularly around more medical-grade products .
Users of wearable tech / fitness trackers and health tracking apps had the highest trust levels in the use of their data . However , only half of consumers said they trusted at-home fertility tests and wellness patches or biosensors – and there have been well-documented concerns around data trust related to period tracking apps and health insurance companies accessing sensitive biodata .
It is vital for companies developing products in this area to invest in data privacy and
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