New York, NY – The market for wearable technology is heating up, so which brands are attracting the most consumers? According to a recent study conducted among American adults by Ipsos MediaCT, Apple is the presumptive king among wearable devices. When asked which brands Americans would consider purchasing in the wearable category, Apple (62%), Google (44%) and Samsung (43%) were the top three most mentioned brands, not at all surprising given they dominate the mobile platform market. Fitness brands were also highly mentioned, with Fitbit (31%) ranking fourth in consideration and Nike in sixth (27%).
“In our study we’re seeing that there are two key characteristics influencing buyers when shopping in the wearable space,” explains Julia Roland, Vice President with Ipsos MediaCT. “First, consumers are looking for a product that seamlessly integrates across devices. Easy connection and integration with smartphones, laptops and tablets is essential. With this, comes the issue of brand confidence and reliability. Seven in ten intenders indicate that they will only choose a brand they trust. In consumers’ minds, these top companies can deliver in both regards.”
The study goes on to reveal that among the nearly one fifth (18%) of American adults who are ready to buy such devices, style and functionality weigh equally in importance. Seven in ten (70%) say having a wearable device that seamlessly connects with other devices is important, and seven in ten (69%) agree that color, shape and size are very important considerations when shopping for a wearable device.
Also significant is the finding that many consumers will purchase despite concerns about privacy and potential health risks: 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.
Almost seven in ten (68%) current wearable technology device owners agree they see the benefits to their lives. But surprisingly, only two in ten (21%) 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.
“Brands in the wearable market would benefit from educating consumers about product capabilities and personal relevance,” adds Roland. “Our research shows that the opportunities are there. But 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.”
These are findings from an Ipsos poll conducted in October 2014. For the survey, a sample of 2,011 Americans ages 18+ was interviewed online. The precision of the Ipsos online poll is measured using a credibility interval. In this case, the poll have 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. Statistical margins of error are not applicable to online polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Figures marked by an asterisk (*) indicate a percentage value of greater than zero but less than one half of one per cent. Where figures do not sum to 100, this is due to the effects of rounding.
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Director, Marketing Services
Ipsos in North America
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