A new survey by Juniper Research has found that smartphone users in the US and UK, 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, says the report.
Top Ten Coolest Wearable Brand Ranking, Q3 2015
Source: Juniper Research, October 2015
The survey also revealed that, even with tech savvy buyers, the value proposition for wearable devices still remains unclear for many. The report cites the lack of a convincing use as being one of the main barriers. Conversely fitness wearables have a very clear use, 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 the survey identifies as the price ceiling for most consumers.
Additional findings include:
The Juniper 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.
For additional information from Juniper Research, and access to the whitepaper, please visit here.