Google buys Fitbit for $2.1 billion

Search engine giant stepping back into wearables with Fitbit’s 28 million active users

In this Aug. 16, 2018, file photo, the Fitbit Charge 3 fitness trackers are displayed in New York. (AP Photo/Richard Drew, File)

Google is buying Fitbit for about $2.1 billion, enabling the internet company to step back into the hotly contested market for smartwatches and health trackers.

Fitbit is a pioneer in wearable fitness technology, but it’s been shredded by that competition. Google, meanwhile, has been developing Wear OS software for other manufacturers to build wearable devices, but they haven’t gained much traction in the face of competition from Fitbit, Apple, Samsung and others.

The deal to buy Fitbit could give Google a needed boost.

“Google doesn’t want to be left out of the party,” said analyst Daniel Ives of Wedbush Securities. “If you look at what Apple has done with wearables, it’s a missing piece of the puzzle for Google.”

Matt Stoller of the Open Markets Institute, a research group that focuses on competition and consolidation, said health care is one of the few industries big enough to help a company as large as Google keep growing.

The deal, expected to close next year, will likely face scrutiny from federal and state antitrust investigators that have launched probes this year. “It’s obviously embarrassing to enforcers if they allow it without any sort of scrutiny,” Stoller said.

Fitbit makes a range of devices, from basic trackers that mostly count steps to smartwatches that can display messages and notifications from phones.

They can track a range of fitness activities, such as running, cycling and swimming, along with heart rates and nightly sleep patterns. Fitbit typically asks for date of birth, gender, height and weight to help with calorie and other calculations. Some users also use Fitbit devices and its app to track food and water intake. Women can also track their periods.

Google said it won’t sell ads using the sensitive health data that Fitbit devices collect, continuing promises made by Fitbit.

But that likely won’t stop Google from sucking up other personal data from Fitbit devices. Fitbit also has GPS models that could track users’ locations. That could help Google know that a runner stopped at a coffee shop on the way back, allowing Google to then display ads for rival coffee shops.

ALSO READ: Social media giants ignore law, don’t take Canada seriously, MPs say

More importantly, having a Google device on the wrist could drive its wearers to use Google services even more — giving Google more ways to collect data and sell ads.

Google’s announcement suggests that Fitbit will be absorbed into Google’s main business, rather than staying as an independent subsidiary of parent company Alphabet. That follows the trend of smart home device maker Nest, which was folded back into Google in 2018 after being a stand-alone company under Alphabet.

Fitbit has 28 million active users worldwide and has sold more than 100 million devices.

The Associated Press

Like us on Facebook and follow us on Twitter

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

COVID-19. (Image courtesy CDC)
Discovery Harbour outbreak declared over

Island Health says no new cases developed at Campbell River long-term care home

Mike Aldersey, the Port McNeill base manager for West Coast Helicopters has been awarded the prestigious Agar/Stringer Award by the Helicopter Association of Canada. (Submitted photo)
Vancouver Island pilot receives coveted helicopter industry award

Port McNeill based Mike Aldersey is the recipient of the 2o2o Agar/Stringer Award given out to select few Canadians

Although the Campbell River Shoebox Project is not actually collecting shoeboxes this year, instead they are providing gift cards, coordinator Alison Skrepnick (pictured from last year) hopes Campbell River and North Island residents will still participate. this year’s Dec. 9 deadline is looking. Photo contributed
Time running out to help brighten the holiday for local vulnerable women

The Campbell River and North Island Shoebox Project deadline is Dec. 9

Franca Warkentin, President, and Annie Holmes, Trustee, of the Eagles Ladies Auxiliary present a cheque for $500 to Hamper Chairman Ken Niesen. Photo contributed
Final week to apply for Christmas Hampers is upon us

Applications are coming in slowly but the Dec. 5 deadline is Saturday.

Left to right: A screenshot of NTC nurse navigator Lesley Cerney, FNHA regional mental health manager Georjeana Paterson and Island Health’s medical health officer Dr. Charmaine Enns addressing Ehattesaht community members from Ehatis reserve in a Facebook live update. (Ehattesaht First Nation/Facebook)
Medical team sent to Ehatis reserve near Zeballos to guide community through COVID outbreak

17 cases, eight recoveries and no hospitalizations as Island Health praises First Nation’s response

12-year-old Ella Smiley captured some video of orcas on a sea lion hunt on Nov. 28 at Kitty Coleman Park, just north of Courtenay. Photo by Ella Smiley
VIDEO: Orcas hunt sea lion near Vancouver Island shoreline

Twelve-year-old Ella Smiley, of Comox Valley Wildlife Sightings, caught up with a… Continue reading

Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

A logo for Netflix on a remote control is seen in Portland, Ore.,Aug. 13, 2020. Experts in taxation and media say a plan announced Monday by the government will ultimately add to the cost of digital services and goods sold by foreign companies. THE CANADIAN PRESS/AP-Jenny Kane
‘Netflix tax’ for digital media likely to raise prices for consumers, experts say

The government says Canadian companies already collect those taxes when they make digital sales

BIG SALMON ranch in Washington State. (Center for Whale Research handout)
Non-profit buys Chinook ranch in hopes of increasing feed for southern resident killer whales

The ranch, which borders both sides of Washington State’s Elwha River, is a hotspot for chinook salmon

Gaming content was big on YouTube in 2020. (Black Press Media files)
What did Canadians watch on Youtube during isolation? Workouts, bird feeders

Whether it was getting fit or ‘speaking moistly,’ Canadians had time to spare this year

(Needpix.com)
Fraudsters projected to use pet scams to gouge over $3M from customers: BBB

The pandemic heavily contributed to the number of puppy scams

A teacher places the finishing touches on the welcome sign at Hunter’s Glen Junior Public School which is part of the Toronto District School Board (TDSB) during the COVID-19 pandemic in Scarborough, Ont., on Sept. 14, 2020. THE CANADIAN PRESS/Nathan Denette
Hindsight 2020: How do you preserve a year many Canadians would rather forget?

Figuring out how to preserve the story of the pandemic poses a series of challenges

Haley Callison. (Facebook photo)
Former B.C. pro hockey player frustrated with COVID-deniers after horrific bout with virus

Haleigh Callison hopes people will follow precautions and tone down the rhetoric

An air ambulance leaves West Coast General Hospital for a trauma centre at 9:50 p.m. on Wednesday, June 12 after a Port Alberni youth was injured in an accident on the Somass River. SUSAN QUINN PHOTO
COVID-19 outbreaks at pair of Vancouver Island Hospitals

Saanich Peninsula Hospital in Saanichton and West Coast General Hospital in Port Alberni affected

Most Read