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Behaviour change study on physical activity – Incentives do play a role

A recent study showed unique insights into how incentives drive sustained behaviour change.

According to the results of a ground-breaking new health behaviour study by RAND Europe, a leading independent research institute, financial incentives in Vitality’s Shared-Value Insurance model combined with Apple Watch led to a sustained 34% increase in people’s physical activity levels.

The study of more than 400 000 people found an average 34% increase in activity levels with Apple Watch compared to those without – 4.8 extra days of activity per month, which Vitality estimates translates into two extra years of life.

“This landmark study contributes to a deeper understanding of how people can be incentivized to live fitter and healthier lives,” said Discovery Chief Executive and Vitality Founder, Adrian Gore. “The significance for individuals, the insurance industry and wider society is profound.”

Click here to read more about the link between incentives and physical activity.

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