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.
Key findings
- Only 1 in 5 consumers would be willing to pay more than $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
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 |
Rank | Brand |
1. | Apple |
2. | Samsung |
3. | Google |
4. | LG |
5. | Sony |
6. | Nike |
7. | Rolex |
8. | UnderArmour |
9. | TAG Heuer |
10. | Ralph Lauren |
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:
- 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 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.