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

A truck crosses the rail line on Vye Road at the site of a promised overpass that is now set to be built. File photo
Budget for Abbotsford highway and overpass project now $20 million higher than first announced

Budget for Highway 11 widening and Vye Road overpass to be set at $47 million

The Abbotsford Arts Council’s Anonymous Art Show is normally held in person, but this year the exhibit will be held online, starting at 7 p.m. on Nov. 1. (Abbotsford News file photo)
Abbotsford Arts Council presents online Anonymous Art Show

Half the proceeds go to artists, and other half goes to arts council

A COVID-19 exposure has been reported at Abbotsford School of the Integrated Arts (Sumas). (Abbotsford School District)
COVID-19 exposure reported at Abbotsford high school

Abbotsford School of Integrated Arts’ exposure on Oct. 19, 20 and 21

Thomas Dawson Peacock
Surrey man, 32, charged with sexual interference

Incidents alleged to have happened in Surrey and Abbotsford

Highstreet shopping centre is holding its Land of Boo from now until Halloween. Visitors are invited to dress in costume and take their picture in front of one of the Halloween-inspired backdrops. (Highstreet photo)
Abbotsford celebrates Halloween with pandemic in mind

Socially distanced events replace usual spooky activities

Over the years, Janice Blackie-Goodine’s home in Summerland has featured elaborate Halloween displays and decorations each October. (File photo)
QUIZ: How much do you really know about Halloween?

Oct. 31 is a night of frights. How much do you know about Halloween customs and traditions?

FILE - In this Jan. 23, 1987 file photo, actor Sean Connery holds a rose in his hand as he talks about his new movie “The Name of the Rose” at a news conference in London. Scottish actor Sean Connery, considered by many to have been the best James Bond, has died aged 90, according to an announcement from his family. (AP Photo/Gerald Penny, File)
Actor Sean Connery, the ‘original’ James Bond, dies at 90

Oscar-winner was knighted by Queen Elizabeth II in 2000

A Mercedes SUV is covered at a gas station in the Clayton area following a deadly shooting there on Sept. 28, 2019. (File photo)
Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

This house at 414 Royal Ave. became notorious for its residents’ and visitors’ penchant for attracting police. It was also the site of a gruesome torture in August 2018. It was demolished in 2019. KTW
6-year sentence for Kamloops man who helped carve ‘rat’ into flesh of fellow gang member

Ricky Dennis was one of three men involved in the August 2018 attack

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

An online fundraising campaign in support of the six-year-old boy, Edgar Colby, who was hit by a car on Range Road Oct. 25 has raised more than $62,000 in a day. (Submitted)
$62K raised in 1 day for boy in coma at BC Children’s after being hit by vehicle in Yukon

The boy’s aunt says the family is “very grateful” for the support they’ve received from the community

Health care employees take extensive precautions when working with people infected or suspected of having COVID-19. THE CANADIAN PRESS/Chris Young
WorkSafeBC disallows majority of COVID-19 job injury claims

Health care, social services employees filing the most claims

Vancouver Symphony Orchestra Maestro Otto Tausk. (Photo: vancouversymphony.ca)
50/50 lotto players buck up for Metro Vancouver musicians hit hard by COVID

‘Rapidly growing jackpot’ for VSO’s 50/50 draw as they go online with TheConcertHall.ca

Most Read