Smartwatches have quickly gained popularity, gracing the wrists of millions. These devices offer more than just timekeeping and fitness monitoring; they’ve evolved into personal assistants. Users value their multi-functionality, utilizing them for calendars, health metrics, reminders, and more. In addition, they’ve become a symbol of modern luxury. However, the latest wave of TUP confirms that the smartwatch market penetration seems to have reached a peak or plateau. Now, it’s largely about replacing older models rather than attracting first-time users. Therefore, manufacturers need to adapt their strategies, focusing less on expanding their user base and more on meeting the needs of existing customers.
These TUP tables report on the number and percentage of online adults regularly using a smartwatch such as an Apple Watch. They also include the number who are planning to purchase one within the coming 12 months.
Younger adults around the world are showing stronger forward interest in smartwatches than older adults. In the US, Apple Watch leads most strongly among younger than older adults. This MetaFAQs reports on the purchase plans within the coming year for smartwatches, as well as intentions detailed by Apple Watch, Android smartwatches, other smartwatches, and fitness trackers among online adults in the US, Germany, UK, and Japan.
Entertainment, communication, and smart homes have all evolved beyond requiring typing on a keyboard or sitting near PC speakers. Wearable and hearables have extended a broad range of audible activities further towards a more personal convenience. However, active usage of any wearables or hearables has varied considerably across market segments. While Bluetooth headphones are widespread, VR headsets persist as niche products among a younger, more affluent, and tech-savvy segment. Smart speakers, in contrast, are showing signs of having peaked after rising in use among a middle market.
This TUP Highlights report includes the following sections: wearables penetration, hearables penetration, wearable devices used, trends in wearables and hearables, purchase plans for wearables, listening activities, penetration of voice assistant usage, the profile of voice assistant users, the profile of hearables users, and the profile of wearables users.
Hearables are having a tumultuous time during the pandemic, and users adapt to shifting situations. Webcams are a significant force, as are wireless Bluetooth headsets, both pivotal for users working or schooling from home. Meanwhile, voice-enabled speakers have reached a plateau, reaching their largest share among neither the youngest nor oldest adults. Smartwatches have made inroads across nearly all age groups, especially younger employed adults.
This TUP Highlights report includes the following sections: purchase plans for wearables, hearables penetration, wearables penetration, trends in consumer electronics, the profile of hearables users, the profile of wearables users, the profile of key consumer electronics users, and device activities compared to consumer electronics.
Who’s tracking their fitness? Are online Americans still using fitness trackers to count their steps—and more? 17% of all online American adults report using a wearable electronic activity tracker (like FitBit) at least once per month.
This MetaFAQs reports on Americans in 2021 who wear a fitness tracker by age group, age within gender, employment status, household size, life stage, educational attainment, home PCs, technology ecosystem involvement, and technology ecosystem entrenchment.
Smartwatches are about more than telling the time. Apple Watch has made its most substantial inroads among employed Americans, with children and neither the youngest nor the oldest adults. This MetaFAQs profiles the 32.7 million (17%) online Americans actively using an Apple Watch, detailing the critical demographic and behavioral factors that distinguish them from the average American online adult: age, age within gender, employment status, household size, life stage, number of home PCs, and technology ecosystems.
Is wristwear the next biggest trend in device use? Where do Android/WearOS smartwatches rank in this trend? 9% of all online American adults report actively using an Android/WearOS smartwatch.
This MetaFAQs reports on Americans in 2021 who wear an Android/Wear OS smartwatch by age group, age and gender, employment status, household size, life stage, number of home PCs, technology ecosystem involvement, and technology ecosystem entrenchment.
Dan Ness, Principal Analyst, MetaFacts, November 19, 2020
The Smartphone-smartwatch connection
Smartwatches offer the promise to extend the user’s experiences. Most are tightly coupled with a smartphone and its ecosystem. We looked into whether smartwatch user’s behaviors are different between iPhones and Android smartphones. Drilling into the MetaFacts TUP/Technology User Profile 2020 results, showed there is not only a gap between OS but also between countries.