Wearables intenders' preferences on smartwatch brands


Aug 4, 2016

Ramon T. Llamas Photo

Wearables Intenders' Preferences on Smartwatch Brands

Aug 2016 - Doc # US41650016 - IDC Survey

Printed Page Length: (20 slides)

By: Ramon T. Llamas Research Manager, Wearable and Mobile Phones

Team: IDC Predictions Team

Team: Mobile and Wireless

Team: Directions 2016 Boston/MA

Team: Directions 2016 San Jose/CA


This IDC Survey examines "wearables intenders" (consumers who plan on purchasing a wearable device during 2016) in the United States and their preferences around smartwatches. Specifically, we look at how smartwatches measure up against other wearable devices, which type of company (tech company or watch company) wearables intenders prefer to purchase a smartwatch from, and which specific brand they prefer. Finally, all things being equal between tech companies and watch companies, we asked respondents which one brand they prefer.

"Tech companies have played a significant role in popularizing smartwatches, and that is exactly whom wearables intenders plan to purchase their next device from," says Ramon T. Llamas, research manager with IDC's Wearables team. "Apple and Samsung led all vendors in this space, attesting to the popularity of their devices and the effectiveness of their respective marketing campaigns compared with the competition. Also, the lower scores relative to Android Wear vendors should give its OEM partners reason to reassess their strategy to gain mindshare and market share."

"Watch companies are not associated with offering smartwatches, a reason why wearables intenders do not prefer them," continues Llamas. "Timex was the clear leader here, as it is a brand that most associate with health and fitness. For the remaining brands, the lower scores indicate that smartwatches may not necessarily be a logical fit, but those that could leverage their expertise in design and partner with tech brands could be rewarded."



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