Smartwatches and fitness trackers like Jawbone Up and Fitbit are getting lots of media exposure but are people really buying them? New report finds that not many people own one, but the future is promising. Read our commentary: http://ondeviceresearch.com/blog/wearable-technology-tipping-point
Text of Report: Wearable Technology - Ready for Prime Time?
Wearable Technology Ready for Prime Time? September2013
With the launch of Samsung Gear and Qualcomms Toq, the smartwatch market is starting to see real action emerge. A survey of over 1,568 smartphone owners in the US and UK carried out by telecom analyst firm CSS Insight and mobile survey company On Device Research reveals the potential and threats of this new product category.
Awareness of smartwatches is relatively high in both markets Q: Have you heard of smartwatches? 35% 38% 23% 4% 37% 39% 22% 2% No Yes, but I've never seen one Yes, I've seen them but never owned one Yes, I own or used to own one US UK Source: On Device Research, September 2013 n=1568, US, UK smartphone users
40% 23% 32% 5% 54% 26% 18% 2% No Yes, but I've never seen one Yes, I've seen them but never owned one Yes, I own or used to own one US UK UK lags behind the US in terms of awareness and ownership of fitness trackers Q: Have you heard of fitness trackers? Source: On Device Research, September 2013 n=1568, US, UK smartphone users
Over 40% are following news about the upcoming smartwatches Q: Have you heard about the upcoming smartwatches from Samsung, Google, Apple and others? 45% 14% 24% 17% 41% 17% 27% 15% No Yes, but I'm not interested in them Yes, I'm following the news coverage Yes, and I'm really excited about them US UK Source: On Device Research, September 2013 n=1568, US, UK smartphone users
Men of all ages are driving the interest in wearable technology Q: Have you heard about the upcoming smartwatches from Samsung, Google, Apple and others? 27% 21%22% 16% Following the news Really excited Men Women Source: On Device Research, September 2013 n=1568, US, UK smartphone users
Low sustained interest: 45% of smartwatch owners have stopped using them* 55% use regularly 45% stopped using Source: On Device Research, September 2013 n=1568, US, UK smartphone users Although the numbers are small there is clear indication that smartwatches and fitness trackers are not sticky. The main reasons people whove stopped using their smartwatches - forgot to wear it and got bored with it hint that the benefits are not clear and strong enough. * Low sample size, directional use only
Steve from Sheffield Former Pebble smartwatch owner Source: PC Pro magazine, September 2013
Smartwatch is for sports (and for everything else too) 62% of the US consumers mentioned sports and activity tracking as the key functionality they expect in a smartwatch. UK consumers dont seem to associate smartwatches strongly with any one feature or benefit. Combined with lower awareness compared to the US its clear that manufacturers have to find ways to break past the early adopter, tech savvy crowd. More of a "look what I have that you don't" item Source: On Device Research, September 2013 n=1500, US, UK smartphone users
62% 50% 46% 39% 34% 29% 40% 45% 36% 46% 43% 25% Sports, activity tracking Checking the time Notifications Calls and text messages Going on the internet A fashion item US UK Smartphone owners in the US associate smartwatches most strongly with sports and activity tracking Q: What would you say a smartwatch is mainly for? Source: On Device Research, September 2013 n=1568, US, UK smartphone users
Alistair Hill CEO, On Device Research
Fitness trackers, unlike smartwatches, are very clearly associated with health and activity Q: What would you say a fitness tracker is mainly for? Source: On Device Research, September 2013 n=1568, US, UK smartphone users Health monitoring 82% A fashion item 9% Sharing data with friends 18% Activity and sleep tracking 61%
Come Christmas 21% of those who have heard of smartwatches plan to get one That compares to 17% who plan to buy a fitness tracker
12% 4% 6% 45% 34% 9% 8% 5% 42% 38% Yes, buy one for myself Yes, buy one as a gift Yes, receive one as a gift I don't know yet No US UK 1 in 5 plan to buy or get it as a gift Smartwatches face stiff competition from other gadgets tablets, fitness trackers as a Christmas gift Q: Do you plan to get a smartwatch by Christmas this year? Source: On Device Research, September 2013 n=1568, US, UK smartphone users
Did you know The most expensive smartwatch is the Swiss- made Hyetis at $1,200. The watch features a 41 megapixel camera, two times more than what Canons pro-sumer level model offers.
83% 52% 37% 18% 15% 65% 48% 22% 22% 9% I'm interested in technology For the benefits Want to replace traditional watch Buy as a gift Recommended by someone US UK Interest in technology and gadgets is the main driver of interest in smartwatches Q: Why do you plan to get a smartwatch? Source: On Device Research, September 2013 n=1568, US, UK smartphone users
Price is key CCS Insight estimates new watches this autumn to cost between $200- 300. Thats a hefty sum given many consumers are used to getting their smartphones free with a contract.
Not everyone wants a smartwatch. 36% say they dont see a point.
35% 35% 27% 21% 20% 18% 12% 10% 40% 34% 15% 14% 13% 13% 15% 18% I don't see the point Too expensive Wouldn't wear a watch Another gadget higher on to-buy list Doesn't suit style or age Already have enough gadgets Haven't yet seen a smartwatch I'd like Don't want to replace traditional watch US UK Source: On Device Research, September 2013 n=1568, US, UK smartphone users There are many reasons not to buy a smartwatch, indifference being the biggest challenge for manufacturers Q: Why do you not plan to buy a smartwatch?
Google Glass has surprisingly high awareness for a product not yet commercially available Q: Have you heard of Google Glass? Source: On Device Research, September 2013 n=1568, US, UK smartphone users 66% NO 34% YES 12% 7% 16% 11% 14% 19% Yes, but not interested Yes, really excited about it Yes, following the news US UK
Ben Wood Chief of Research CCS Insight
On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country.
x We have undertaken projects in 57 countries And Over 10 million people have taken one of our mobile surveys www.ondeviceresearch.com
About CCS Insight Founded in 1993, CCS Insight is a leading provider of research and advisory services to global mobile and Internet companies, helping them make sense of the connected world. www.ccsinsight.com