According to a new survey by Juniper Research 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.
Key findings
- Only 1 in 5 consumers would be willing to pay more than $175 for a wearable of any sort.
- Tech are brands still considered the best for wearables, while fashion and sports brands lag behind.
- The smartwatch market moving towards a duopoly of Apple-Samsung – with over 75% of respondents preferring either Apple or Samsung.
Tech Brands Dominate
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 over 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.
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.
Apple Watches
‘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 Juniper Research Analyst James Moar.
Coolest Wearable Brand Ranking
| 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 |
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.
The survey forms part of Juniper’s ongoing analysis of wearable technology and is now available to download from the Juniper Research website.
Source: Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.
Source: Juniper Research