Health tracking and users are leading the way into smartwatch adoption and wearables popularity. In just one year, (Q2 2020 to Q2 2021), smartwatch ownership increased 13 points from 16 to 29% of US households. Fitness trackers, which once predominated, increased five points to 23%, while GPS sport watches grew four points to 11% in US households.
- Smartwatches are dominated by the Apple Watch (1st left), with Samsung’s devices a distant second.
- Smartwatch owners are particularly likely to own and use other connected health products, with these consumers reporting owning an average of 6.8 devices (including their smartwatch)
- Most people buy their smartwatches through ecommerce channels–42%–but 30% still use traditional retail. (15% are gifts!)
- Intent to purchase in the next six months has rocketed from 18% to 45%
- Apple and Samsung lead all wearable brands under consideration. Curiously, pioneers Fitbit and Garmin are ranked below LG and Sony, which no longer offer wearables. (Fitbit–2nd left–and Garmin need to do some marketing)
- Fitness trackers/bands hold their own, but GPS sport watches are the weakest of the three categories. Current owners are most likely to seek a new model, with 88% of owners reporting intention to purchase.
- Most of the intenders are “very likely” to purchase add-on subscriptions for their watch, such as cellular plans (69%) and at-home fitness programs (47%), as long as they are at $10/month. This overlaps into cellular phone providers who need to keep these subscriptions inexpensive.
Parks Associates surveys every quarter 10,000 U.S broadband households, with additional surveys throughout the year. The results represent the national demographics for US broadband households, which are 88% of all US households. To read the full survey results, go to Parks Associates’ survey page.
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