iPhone users are typically more interested in general health, while the average Android user consumes more fitness content, according to a study from mobile intelligence firm Opera Mediaworks.

The first half of a two-part study examined the 500 million monthly advert impressions served across more than 400 mobile sites and apps within the Health & Fitness category on the Opera Mediaworks platform. Opera defines health sites and applications as the sub-category focusing on medical and healthy lifestyle issues, while fitness sites are those catering to exercise interests or weight control.

Analysis of the data found that in general, health and fitness users are more likely to have an iPhone. However, iPhone users are more interested in health (with 62 per cent consuming such content) than fitness (58 per cent), while Android users consume more fitness content than health (39 vs 30 per cent).

Coincidentally, given the Games currently taking place in Glasgow, Commonwealth powers (Canada, Australia and the UK) took the top three spots for being the most inclined toward health and fitness content, as measured by the ratio of impressions to that category. Meanwhile, midweek (Tuesday and Wednesday) was found to be the peak period for health and fitness content consumption, with activity levels dying down on the weekend (Friday through Sunday).

The study also found that despite the content becoming more and more popular, currently only one in four health and fitness users are ‘regulars.’ More than 50 per cent of all smartphone owners use their device to learn about diet, exercise or other health and wellness topics, but only 22.5 per cent of that group does so more than once per week.

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