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IDC Examines Fitness Activity Trackers & Consumer Engagement Trends

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International Data Corporation (IDC) Health Insights on Friday announced the availability of a two new reports examining fitness activity trackers and consumer engagement. 

The first report, “Vendor Assessment: Consumer Engagement — Fitness Activity Trackers, Improving Health One Step at a Time,” examines the consumer market for wearable fitness and activity trackers and profiles four companies that are working with healthcare organizations to incorporate their products and services into the healthcare organizations’ health and wellness programs. Companies profiled in the report include BodyMedia, FitBit, FitLinxx, and Gruve.

 The second report, “Perspective: The Consumer Experience — Why Consumers Stop Using Fitness Trackers,” provides insights from IDC Health Insights’ Cross-Industry.

Some of the Insight results are on Consumer Experience Survey on why consumers stopped using their fitness and activity trackers.

Healthcare organizations looking to incorporate wearable devices into their wellness programs can use the findings of this survey to understand the common challenges associated with consumer adoption of wearable devices and develop strategies to overcome them.

Health and fitness activity trackers make up the majority of the wearable technology market today.  Healthcare organizations are evaluating how they can be incorporated into their health and wellness initiatives as a means of better engaging their members and patients in their quest toward reaching their health goals.  According to the new IDC Health Insights reports, education of the benefits of using fitness and activity trackers will play an important role in deploying health and wellness programs that incorporate wearable devices. This is true not only for consumers but for their care providers. Creating the proper incentives to use the device and providing actionable information that consumers can use to change their behavior will ensure consistent use by the consumers and ultimately help them achieve their health goals.

“To control escalating healthcare costs, especially for chronic conditions, healthcare organizations are evaluating a variety of options to engage consumers and encourage them to take a more active role in managing their health,” said Lynne A. Dunbrack, research vice president, IDC Health Insights.

“Sitting is the new smoking. Clinical research shows that a sedentary lifestyle contributes to poor health status. Consistent use of fitness and activity trackers with built-in sensors combined with mobile health applications enables consumers to improve their health.”

A significant challenge is that, after the initial infatuation with their device and its various data outputs, consumers of all ages and health statuses lose interest and stop using their activity tracker. 

According to the Cross-Industry Consumer Experience Survey, one out of three consumers who are using or have used a fitness and activity tracker reported that they stopped using it.

The primary reason given when asked why they stopped was that they lost interest in tracking their activity level.

A number of factors contribute to why consumers lose interest: wearability, mobile application challenges, device look and feel, informational challenges, and other motivational challenges.

Lynne continued, “If health and wellness programs that use fitness and activity trackers are to be successful, they must create sustained interest among consumers to continue using these devices and their accompanying health applications.  Furthermore, careful attention must be paid to program design to ensure ongoing consumer engagement and successful outcomes.  Advancements in wearable technologies that address current usability issues will help to enhance the consumer experience and encourage ongoing and consistent use. Until then, it will be one step at a time to get consumers to actively engage in using a fitness and activity tracker.”

IDC Health Insights assists health businesses and IT leaders, as well as the suppliers who serve them, in making more effective technology decisions by providing accurate, timely, and insightful fact-based research and consulting services.

Staffed by senior analysts with decades of industry experience, our global research analyzes and advises on business and technology issues facing the payer, provider and life sciences industries. International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology market.

 

 

 


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Galaxy Backbone Celebrates the Federal Government’s Paperless Civil Service Milestone

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Galaxy Backbone (GBB) aligns with and celebrates the successful announcement by the Office of the Head of the Civil Service of the Federation on the achievement of a Paperless Civil Service, a significant milestone in Nigeria’s public sector reform and digital transformation agenda.

The milestone was formally highlighted at a press briefing led by the Head of the Civil Service of the Federation, Mrs. Didi Esther Walson-Jack, who commended Galaxy Backbone for its sustained support and contribution throughout the implementation of the programme.

GBB has played a critical role in enabling this transition by providing secure, scalable, and shared digital infrastructure that supports the digitisation of government processes across Ministries, Departments and Agencies (MDAs). Through the 1Government Cloud, MDAs have been empowered to migrate from paper-based workflows to digital platforms, improving efficiency, collaboration, data security, and service delivery across the Federal Civil Service.

In addition, GovMail, GBB’s secure government email platform, has strengthened official communication, enhanced records management, and reinforced cybersecurity standards—key pillars in sustaining a paperless operating environment.

Galaxy Backbone acknowledges the collective efforts of the Office of the Head of the Civil Service of the Federation, Permanent Secretaries, Directors of ICT, consultants, partners, and dedicated public servants whose commitment and collaboration ensured the smooth delivery of this initiative.

The Managing Director/Chief Executive Officer of Galaxy Backbone, Prof. Ibrahim Adeyanju, was represented at the press briefing by Akintayo Bamisaye, Acting Group Head, Research, Digital Innovation and Skills Department (RDIS).

GBB describes the achievement as a strong close to 2025 and reaffirms its commitment to supporting the Federal Government in building a modern, efficient, and digitally enabled public service.


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Jumia CEO says Black Friday Signals Nigeria’s E-Commerce Maturity

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At the close of 2025, Temidayo Ojo, the CEO of Jumia Nigeria, reflected on a year-end shopping season that points to the growing maturity of the country’s e-commerce market. “Black Friday is no longer a single, short-lived spike in activity,” he said.

“It has become a familiar, anticipated moment in the retail calendar, where consumers shop deliberately and with confidence.”

Preliminary KPIs for the two months ended November 30, 2025, show strong year-on-year growth in both orders and Gross Merchandise Value (GMV), with GMV growth outpacing order growth. This indicates that customers are placing fuller, more considered baskets rather than shopping in fragmented transactions. Nigeria ranked among Jumia Group’s better-performing markets, with engagement remaining steady throughout the Black Friday period rather than spiking briefly and tapering off.

A key factor behind this performance is the growing familiarity of consumers with online shopping. Customers are increasingly leveraging platform features such as saved carts, brand stores, and price comparison tools to plan purchases in advance. This trend suggests that digital commerce is becoming embedded in everyday habits rather than being viewed as a one-off event.

Ojo also highlighted the role of Jumia’s JForce network in connecting digital commerce to local communities. “Our agents are critical to ensuring that customers across Nigeria, including secondary cities and smaller communities, have access to variety, consistent pricing, and reliable delivery,” he said. “During peak periods like Black Friday, JForce agents can respond faster, serve more customers efficiently, and build stronger local relationships. This isn’t just a distribution channel—it’s a pathway to sustainable income and inclusion.”

Reflecting on the overall performance, the CEO concluded: “What we’re seeing this year-end is steady engagement across categories, stronger consumer confidence, and partners like our JForce agents benefiting from increased activity.

“It confirms that Nigeria’s e-commerce ecosystem is maturing, growing in a more structured and resilient way. As the December Holiday Sale continues, we expect these patterns of familiarity, trust, and participation to sustain momentum and drive both commerce and community impact across the country.”


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Galaxy Backbone Tops FG’s Website Performance Ranking

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Galaxy Backbone Limited (GBB) has been ranked first overall in the 2025 Federal Government Website Performance Scorecard.

Galaxy Backbone Tops FG's Website Performance Ranking

This is a landmark achievement for Nigeria’s digital economy.

The ranking, conducted by the Bureau of Public Service Reforms (BPSR), is the definitive benchmark for digital excellence and transparency across all Ministries, Departments, and Agencies (MDAs).

Professor Ibrahim Adepoju Adeyanju, managing director and CEO of Galaxy Backbone, received the award during a ceremony in Abuja.

He described the feat as a validation of the agency’s“Nigeria First”data sovereignty strategy and its relentless pursuit of service excellence.

This recognition comes as the Federal Government intensifies its push to achieve a fully paperless civil service by December 31, 2025.

GBB has been the primary architect of this transition through its 1Gov Enterprise Content Management (ECM) platform, which now hosts the operations of almost all federal MDAs.

The award adds to a growing list of accolades for Galaxy Backbone in 2025, following its recent win of the “International Standard Excellence Award for Best IT Service Provider.”

As the central hub for government shared services, GBB’s performance serves as a blueprint for other agencies currently undergoing digital transformation.

With its expanded fiber-optic backbone now covering over 13 states and its secure cloud solutions, Galaxy Backbone remains the cornerstone of Nigeria’s vision to become a leading digital nation by the end of the decade.

 


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