A new survey by Juniper Research has found that smartphone users, regardless of their mobile preference, consider Apple the ‘coolest brand’ for wearable technology. Apple was followed by other technology brands – Samsung, Google, LG and Sony.
Despite the prevailing opinion that wearable devices need to be more fashion-oriented, it was apparent that non-technology brands were not popular – with no fashion or sports brand supported by more than 3% of respondents.
The Juniper Research Consumer Wearables Market Survey asked more than 2,000 smartphone users (1,003 in the UK, 1,028 in the US) aged 14 and over about their use of and attitudes towards wearable technology.
Coolest wearable brand ranking – Q3 2015
|1. Apple||8. UnderArmour||15. Adidas|
|2. Samsung||9. TAG Heuer||16. Omega|
|3. Google||10. Ralph Lauren||17. Breitling|
|4. LG||11. G-Shock||18. Huawei|
|5. Sony||12. Chanel||19. Garmin|
|6. Nike||13. Microsoft||20. Pebble|
|7. Rolex||14. Motorola||21. Xiaomi|
Key findings of the research
- Only 1 in 5 consumers would be willing to pay more than US$175 for a wearable of any sort.
- Tech brands are still considered the best for wearables, fashion and sports brands lag behind.
- Smartwatch market moving towards a duopoly of Apple-Samsung – with over 75% of respondents preferring either Apple or Samsung.
Wearables: Mysterious, expensive tech toys?
The survey also revealed that, even with tech savvy buyers, the value proposition for wearable devices still remains unclear for many. Juniper cites the lack of a convincing use-case as being one of the main barriers. Conversely fitness wearables have a very clear use-case, and have consequently become the most popular wearables category e.g. Activity trackers have a definite purpose and use-case.
‘As well as a more definite use, fitness devices also win on value. They are the least costly wearables in the market, and the only category consistently under $175, which our survey identifies as the price ceiling for most consumers.’ added James Moar, analyst, Juniper Research.
Other key findings
- Battery life was relatively unimportant, only deterring 4% of respondents from buying a wearable.
- While iOS users were more likely to buy a wearable in the near future than Android users, there was little difference in the type of device they were likely to buy.
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