Who's buying smart watches?

Older millennials and younger Gen Xers are most interested in keeping track of notifications and their health using a device strapped to their wrist.

November 05, 2015

Share: Facebook Twitter Google Linkedin | Print E-mail

Older millennials and younger Gen Xers are most interested in keeping track of notifications and their health using a device strapped to their wrist.

Smart watch buyers skew mostly male while women prefer smart bands. Most purchases
have happened this year, showing more products and awareness are helping the industry grow.
(Graphic from Kantar Worldpanel)

About 68 percent of smart watch owners are between 25 and 49 years old, with notifications and health tracking as the primary usage drivers, according to data compiled by Kantar Worldpanel. The company surveyed nearly 11,000 people aged 16 and older, asking whether they owned smart watches and how they used them. While the survey found that only 3 percent of the US population owns a smart watch or a smart band, it also revealed some interesting demographic information about who is purchasing such technology.

About 34 percent of smart watch buyers are 25 to 34 years old and another 34 percent are 35 to 49. Smart band owners skew a little younger, with 33 percent in the 25 to 34 range and 29 percent in the 34 to 49 range. It also turns out that women prefer smart bands while men choose smart watches. Among those surveyed, 67 percent of smart watch owners were male while 58 percent of smart band owners were female. This also means women are spending less money on these kinds of wearable devices, as 70 percent of smart band owners spent no more than $150 on their wearable.

Graphic from Kantar Worldpanel

Notifications and health tracking were the most popular uses of smart watches and smart bands. Men prefer using the devices for notifications much more, with 65 percent employing the feature daily compared with 48 percent of women. The latter segment is more likely to use health tracking, however, with 46 percent using the feature daily versus 34 percent of men. Men were a little more likely to use fitness tracking specifically, with a ratio of 40 percent of men versus 37 percent of women using it daily. It is also notable that 57 percent of owners used their devices for mobile payments, but the feature was not utilized as frequently as others.

While the market segment currently remains small, understanding who is buying the technology today could be a key to helping the market grow. Of the 4 percent who said they planned on buying a smart watch or smart band in the next 12 months, 55 percent were using an Android smartphone and 39 percent were using an iPhone. Only 16 percent were willing to change phones to use a specific smart watch, so the platform agnostic approach, as used by Pebble and many smart band manufacturers, looks increasingly wise.

Share: Facebook Twitter Google Linkedin | Print E-mail

Additional Information

Send me the latest Product Alerts for Activity & tracking watches

Sign up for Product Alert e-mail updates - FREE

  • Activity & tracking watches
  • Silicone digital watches
  • Talking watches
  • Pocket watches
  • Silicone analog watches
  • Children's watches

Subscribe (No SPAM - We will not sell or share your e-mail address.)

Learn more | See sample

Meet Exhibitors At Our Global Sources Exhibitions

Global Sources
Fashion Show
October 27-30, 2017

See list of all Global Sources Exhibitions

Philippines: Fashion Jewelry & Accessories

Get in-depth market information & more on these verified suppliers:

Payte Enterprise
Katherine Beaded Necklace with Green Jade Material
Model Number:Katherine
Brand Name:Payte Enterprise
MOQ:12 Pieces
FOB Price: US$ 178 - US$ 180
FOB Port:Manila
Lead Time: 60 - 90 days
Payment Terms:50% Downpayment Upon Order and 50% Prior to Shipment.
  • Beaded Necklace with Green Jade
  • MOQ:12 Pieces
Inquire Now
Avatar Accessories Incorporated
Mesh necklace
Model Number:0220-X39
Brand Name:Avatar Accessories
MOQ:24 Pieces
FOB Price: US$ 11.05 - US$ 12.05
FOB Port:Cebu
Lead Time: 30 - 45 days
Payment Terms:50% Down Payment, 50% Upon Shipment
Country of Origin:Philippines
  • Mesh Necklace
  • FOB Price: US$11.05 - US$12.05
Inquire Now

View other Developing Country Sourcing titles

Download Fashion Accessories & Footwear e-Magazine

Login or register for immediate download

  • Discover new Activity & tracking watches and other Fashion Accessories & Footwear...
  • Detailed information of verified Activity & tracking watches suppliers
  • You may also be interested:
  • Discover even more related products and suppliers in Fashion Apparel & Fabrics e-magazine.

Note: Magazines are available in English only.

Featured Hot Products

Submit your Buying Request with TradeMatch

Fast and easy to use

Receive tailored offers

Compare quotations

Learn more

Click here to receive FREE e-mail updates