TelecomTV TelecomTV
  • News
  • Videos
  • Channels
  • Events
  • Network Partners
  • Industry Insights
  • Directory
  • Newsletters
  • Digital Platforms and Services
  • Open RAN
  • Cloud Native Telco
  • Telcos and Public Cloud
  • The Green Network
  • Private Networks
  • Open Telco Infra
  • 5G Evolution
  • Access Evolution
  • Edgenomics
  • Network Automation
  • 6G Research and Innovation
  • Security
  • More Topics
  • Network Partners
  • Industry Insights
  • Directory
  • Newsletters
  • |
  • About
  • Contact
  • |
  • Connect with us
  • Digital Platforms and Services
  • Open RAN
  • Cloud Native Telco
  • Telcos and Public Cloud
  • The Green Network
  • Private Networks
  • Open Telco Infra
  • 5G Evolution
  • Access Evolution
  • Edgenomics
  • Network Automation
  • 6G Research & Innovation
  • Security
  • Connect with TelecomTV
  • About
  • Privacy
  • Help
  • Contact
  • Sign In Register Subscribe
    • Subscribe
    • Sign In
    • Register
  • Search

Devices

Devices

New Zealand consumers are over the hype of wearables

Via IDC

Sep 29, 2016

AUCKLAND, 29 SEPTEMBER 2016: IDC's recently published New Zealand Device Landscape study, was based on data contained in IDC's 2016 ConsumerScape 360º survey, which included 1,502 New Zealand respondents. Despite smart watches and fitness wearables adoption growing year on year, the findings suggest New Zealand consumers may already be over the initial hype of these devices.

The study revealed that in New Zealand although wearable fitness device adoption at 11% is now higher than the worldwide average, smart watch adoption is less than half the average rate in 2016.

“New Zealand's wearable adoption rates could be interpreted as suggesting there is room for significant growth, particularly in the smart watch market,” says Chayse Gorton, Client Device Market Analyst at IDC New Zealand. “However, on further analysis this hypothesis is not as clear as it first appears. If there is to be significant growth in the market it will be driven by adoption of devices that are able to solve a problem. This is because New Zealand is full of price conscious consumers who need to see real value in purchasing a device.”

“Fitness wearables are resonating well with New Zealand consumers in part because New Zealand is a sporting nation at heart, and these devices are able to improve the users tracking capabilities. As a result, New Zealand fitness wearable adoption lifted from 9%, in 2015, to 11% adoption in 2016.

“In contrast, when you look at the adoption of more "one size fits all" style smartwatches, adoption rates are lagging. New Zealand smartwatch acceptance was flat year on year, only achieving 3% adoption in the New Zealand market in 2016. For the same countries displayed in the graph below, average smartwatch adoption is 8%,” says Gorton.

In the longer term only 13% of New Zealand consumers expect to purchase a wearable in the future, and this is already impacting shipment numbers. Across Australia and New Zealand wearable shipments declined 15% in the first 6 months of 2016, compared to the same period in 2015. This suggests that unlike other countries, New Zealand consumers are quite pragmatic about the technology and not at all caught up in the hype of wearables.

Although consumers value the ability to monitor health aspects in real time, use map/GPS functions, and send SOS messages etc, a greater ROI will be achieved by purchasing devices specific to their individual needs. For this reason, until the price of smartwatches falls significantly it will be specific purpose wearables that drive adoption rates.

Figure 1

About IDC ConsumerScape 360°

IDC ConsumerScape 360° is an annual survey of 26 countries and over 50,000 respondents. The survey was conducted in April/May this year and surveyed 1,500 New Zealand consumers. The survey focus is on consumer electronics adoption and digital services. In order to qualify for the survey respondents must be aged 18 or older, not employed in market research advertising, electronics, high tech or IT and must own at least one of a TV, PC, mobile phone or tablet device. Utilising this survey data IDC releases a number of reports focusing on the transformation of the New Zealand consumer over the last number of years and how it compares to other countries surveyed.

Related Topics
  • 6G Research and Innovation,
  • Asia-Pacific,
  • Device Software & Apps,
  • Devices,
  • Digital Platforms and Services,
  • IDC,
  • News,
  • Research and Trials,
  • Tracker

More Like This

6G Research and Innovation

True digital inclusion is key to 6G – NGMN

Feb 15, 2023

Access Evolution

News brief: Global smartphone sector slumped in Q4

Jan 19, 2023

5G Evolution

GlobalData reveals its six telco consumer services, platforms and devices category predictions for 2023

Jan 13, 2023

Digital Platforms and Services

Spatial tap: Turning sound quality up to 11

Jan 4, 2023

Sustainability

TIM joins Eco Rating for a more informed choice of smartphone

Dec 22, 2022

This content extract was originally sourced from an external website (IDC) and is the copyright of the external website owner. TelecomTV is not responsible for the content of external websites. Legal Notices

Email Newsletters

Stay up to date with the latest industry developments: sign up to receive TelecomTV's top news and videos plus exclusive subscriber-only content direct to your inbox – including our daily news briefing and weekly wrap.

Subscribe

Top Picks

Highlights of our content from across TelecomTV today

10:43

MWC23 interview: Mari-Noëlle Jégo-Laveissière, deputy CEO of Orange

12:45

MWC23 interview: Abdu Mudesir, Group CTO, Deutsche Telekom

9:26

MWC23 interview: Greg McCall, Chief Networks Officer, BT

TelecomTV
Company
  • About Us
  • Media Kit
  • Contact Us
Our Brands
  • DSP Leaders World Forum
  • Great Telco Debate
  • TelecomTV Events
Get In Touch
[email protected]
+44 (0) 207 448 1070
Connect With Us

  • Privacy
  • Cookies
  • Terms of Use
  • Legal Notices
  • Help

TelecomTV is produced by the team at Decisive Media.

© Decisive Media Limited 2023. All rights reserved. All brands and products are the trademarks of their respective holder(s).