But (http://www.tandfonline.com/doi/full/10.1080/0267257X.2016.1234505) research I've done into fitness wearables shows that, while manufacturers may face some challenges in this increasingly mature market, Jawbone faced a particular set of issues that really hampered its success.
These factors help us understand why Jawbone struggled to survive in this market and how others might avoid its fate.
Jawbone launched one of the first activity trackers on the market, the UP, which consisted of a flexible wristband covered in colourful rubber.
Another problem for Jawbone, in terms of driving purchase, was the difficulty in visualising data, because UP devices have no built-in screens.
This was a problem for Jawbone because, according to our research, being able to see the product being used by other consumers is key for people deciding what wearable to buy.
For instance, in 2014, a clinical sleep test comparing data provided by sleep tracking devices revealed that Jawbone provided very inaccurate information.
There were also limitations in terms of manipulating data and integrating data with other devices or apps, not least because Jawbone was slow to innovate and bring new products to the market.