Consumer Analytics

Smart watches are poised for a breakout

by Chris O’Dell | Sep. 4, 2018

Smart watch technology and user experience has been improving year-over-year, bringing these products on the cusp of a major breakout.

Apple’s promotion of its Apple Watch, which owns 50% of the U.S. smart watch market, has already increased consumer familiarity with these products and adoption will continue to grow with the tech giant’s upcoming announcement of the Apple Watch Series 4.

Top brands in this space have already built consumer loyalty by their product quality, strong UX, and winning features, but may face challenges led by lower-cost alternatives. While brand is a strong consideration factor for purchase decisions about smart watches, price ranks even higher. Nearly 75% of smart watch owners rank price as a top five purchase consideration, while 65% rank brand in the top five consideration.

Adoption of smart watches has so far seen rapid growth, with one in six U.S. broadband households now owning one of these devices. This is up from one in 10 who owned a device in 2016. While adoption has steadily increased in recent years, so has Net Promoter Scores (NPS) for these devices. This high satisfaction will ultimately accelerate adoption over the next few years.

For more information on this topic, see Parks Associates’ 360 View: CE Adoption & Trends.

 Top Considerations When Purchasing Smart Watch (Q1/18) 

Chris O’Dell

Chris O’Dell

Research Associate

INDUSTRY EXPERTISE: Connected home, cybersecurity, blockchain, smart home products, insurtech

Chris O’Dell is a member of the connected home team, authoring reports on the privacy and security needs in the home and tracking various smart home product markets. Chris also contributes to Parks Associates custom research work across all connected home markets.

Chris joined Parks Associates following a six-year career in journalism. Chris graduated from Harding University in Searcy, AR, in 2010 with a BA in broadcast journalism and a concentration on print journalism, where he served as the sports editor for The Bison, an award-winning student publication.

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