Commentary

Mobile Tech Expands with Wearable Devices

According to a recent study conducted among American adults by Ipsos, the market for wearable technology is heating up, and Apple is the presumptive king among wearable devices.

When asked which brands Americans would consider purchasing in the wearable category, the top three most mentioned brands that dominate the mobile platform market, are: (% of Respondents)

  • Apple 62%
  • Google (44%)
  • Samsung (43%)

Fitness brands were also highly mentioned, with:

  • Fitbit (31%) ranking fourth in consideration
  • Nike in sixth (27%)

Julia Roland, Vice President with Ipsos MediaCT, says “… there are two key characteristics influencing buyers… in the wearable space… consumers are looking for a product that seamlessly integrates across devices… easy connection and integration with smartphones, laptops and tablets is essential… (then) seven in ten intenders indicate that they will only choose a brand they trust…

For the nearly one fifth of American adults who are ready to buy such devices, style and functionality weigh equally in importance. 70% say having a wearable device that seamlessly connects with other devices is important, and 69% agree that color, shape and size are very important considerations when shopping for a wearable device.

Many consumers will purchase despite concerns about privacy and potential health risks, says the report: 45% of likely purchasers believe that wearable technology is a significant threat to personal privacy, and 42% of likely purchasers say they are concerned about the health risks of wearing technology on their body.

68% of current wearable technology device owners agree they see the benefits to their lives. But 21% of non-owners understand how wearable devices will benefit their lives. Men and young adults are more likely to recognize the value that wearable devices can bring, says the report.

Roland adds “… the research shows that the opportunities are there… to convince consumers that these devices are worth the price tag, the benefits and use cases need to be clearly highlighted in product marketing and communications…”

Wearable Tech Gear Nearing Tipping Point

 

Own/Very Familiar

Somewhat Familiar/Heard of

Wearable Computer

46%

32%

Wearable Fitness monitor

41

39

Source: Ipsos Poll, December 2014

 

Category Purchase Intent Next 12 Months

Category

Purchase Intent

Smart phone

39%

Laptop

28

Tablet

27

Smart TV

20

Videogame console

19

Laptop/Tablet combo

19

Wearables

18

Streaming media device

16

eReader

15

4K TV

10

Adults Ready To Buy (Base: Aware of Device)

Product

% Adults

Fitness monitor

   Total

19%

     Men

19

     Women

18

   Age

     18-34

31

     35-44

14

     55+

11

Glasses

   Total

13%

     Men

19

     Women

8

   Age

     18-34

26

     35-44

10

     55+

6

Source: Ipsos Poll, December 2014

 

These are findings are from an Ipsos poll conducted in October 2014 of a sample of 2,011 Americans ages 18+ interviewed online., the poll has credibility intervals of plus or minus 2.5 percentage points for all respondents. The data were weighted to the U.S. current population data by gender, age, region and household income.

To learn more from Ipsos, please visit here.

 

 

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