Behaviour Change Study on Physical Activity

Created 6 months ago, updated 6 months ago

This study outlines findings of the largest behavioural change study on physical activity - based on verified data. Conducted by RAND Europe, this study is the largest yet to measure the effectiveness of financial rewards coupled with wearable technology to make people more active over time.

Research focused on Vitality Active Rewards with Apple Watch and how it works to make people more active. Vitality Active Rewards is grounded in the principles of behavioural economics – goal setting, loss aversion and immediate rewards. Linked to the sophisticated technology capabilities of Apple Watch, it personalises physical activity goals and rewards activity recorded with Apple Watch.

The results showed people with Vitality Active Rewards, through goal structure and loss aversion with Apple Watch became more active and stayed active over time. They were 34% more active, which is the equivalent of an extra 4.8 days' physical activity per month. They were also 34% more active than members engaging with Vitality Active Rewards alone.