Wearable technology is becoming more common among consumers. And a report from eMarketer estimates that they’re likely to continue gaining popularity in the market for years to come. So how many consumers already own smart wearables? And how many are interested in buying different types of wearable devices in the near future? We asked 1,000 respondents about their thoughts on this growing sector of the tech and accessories industries.
In Ask Your Target Market’s latest online survey, just 8% of respondents said that they currently own multiple different smart clothing or wearable devices. And 18% said that they own at least one such item. Fitbit was the most popular brand among wearables consumers. But others also mentioned brands like Apple, Samsung, Nike, Garmin and LG.
More specifically, 84% of wearable device consumers said that they own products that track health or fitness activities, making that the most popular sub-category. 53% said that they own wearables that connect with their smartphones. And 22% have wearables that offer location based services.
Looking forward, 46% of respondents said that they would be at least somewhat likely to purchase smart clothing or wearable devices within the next five years. Of those who currently own wearables, 78% said that they are likely to purchase more in the next five years. In addition, Personality Radar indicates that those interested in wearables are likely to be modern, social consumers interested in growing trends and leisure activities they can take part in with friends.
Wearables are already reasonably popular among consumers, especially those who are concerned about health issues. But going forward, targeting consumers who are more concerned about things like social activities could be a beneficial route for companies that make wearable devices. And since those who already own smart wearables are likely to buy more devices in the future, targeting those consumers through product integrations or special offers for returning customers could also be a beneficial strategy. For example, a company that makes health tracking devices could offer a feature that lets them meet up with others for running or biking activities that are more social in nature. Or they could simply take the opportunity to advertise in publications related to things like travel and dining rather than focusing specifically on health related media.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on February 8 via AYTM’s online survey panel.