Neil Hughes
With a glut of fitness trackers and smartwatches being introduced this week at CES ahead of the launch of the Apple Watch, a new survey finds that current wearable devices attract very different types of users based on their primary functionality.
New data from the NPD Connected Intelligence Consumers and Wearables Report reveals that one in ten U.S. adults now owns a fitness tracker. In contrast, smartwatches are not yet as mainstream, with just two percent market penetration.
Fitness trackers from companies like Fitbit and Jawbone are not only more popular, but they attract a very different segment of the population: Owners of fitness-focused wearables tend to be older and more affluent than those who wear smartwatches.
NPD found that 36 percent of fitness tracker owners in the U.S. are between the ages of 35 and 54, while more than half — Â 54 percent — Â are women.
In contrast, 69 percent of those who own smartwatches — Â devices like Pebble or watches running Android Wear — are between the ages of 18 and 34. Smartwatch users are also overwhelmingly male, representing 71 percent of owners in the U.S.
As for average income, 41 percent of those owning a fitness tracker brought in more than $100,000 per year. But 48 percent of smartwatch owners earn less than $45,000 per year.
"There is no 'average' consumer for the wearables market; the fitness tracker and smartwatch target consumer are fundamentally different," said Wes Henderek, director NPD Connected Intelligence. "While we expect smartwatch ownership to grow more rapidly over the next year, there will remain a clear place for the fitness tracker due to its size, battery life, and focus on one specific use case - as opposed to the smartwatch which is trying to be a little bit of everything for everyone."
The data comes as Apple is poised to present its own entrance into the wearables market with a wrist-worn device that aims to be both a smartwatch and a fitness tracker. The NPD research was also published during CES, the annual electronics trade show, where this year a wide range of wearable devices have been introduced.
For the survey, NPD polled 5,000 U.S. consumers age 18 and older in December 2014.
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38 Comments
I am still looking at the Charge HR, which is now shipping as of today, but I told myself I would wait to see what Apple offers in the way of features with the next ?Watch demo. I also like the Wirthings scale and use their app to compete with family and friends for steps in a week, which means their Activité watch might be a better fit. Regardless, I'll hold off for now.
[quote name="SolipsismY" url="/t/184179/fitness-tracker-users-are-older-richer-early-smartwatch-adopters-mostly-young-men-survey-finds#post_2658058"]Regardless, I'll hold off for now.[/quote] Me too, but for the Apple Watch, as it isn't waterproof. I'm hoping for a future version to be waterproof, so I can use it while swimming. Still, for the more serious sporty types I still think a dedicated sorts watch is the best option. With dedicated buttons for certain (triathlete) functions those server their purpose, at around the same price (well, some go up to $599)
[quote name="PhilBoogie" url="/t/184179/fitness-tracker-users-are-older-richer-early-smartwatch-adopters-mostly-young-men-survey-finds#post_2658062"] Me too, but for the Apple Watch, as it isn't waterproof. I'm hoping for a future version to be waterproof, so I can use it while swimming. Still, for the more serious sporty types I still think a dedicated sorts watch is the best option. With dedicated buttons for certain (triathlete) functions those server their purpose, at around the same price (well, some go up to $599)[/quote] Getting an IP67 rating or better is one of the features I want to see as of their next demo.
I don't care about any surveys or categories. I don't care about any other company's crap gadgets. I'm getting an Apple Watch for its integration with Apple's ecosystem, its aesthetics, and its inevitably great functionality.
I bought the original Jawbone UP when Meh had it for $40. So far I've liked it, it has a lot of nice functions and it's waterproof, so I wear it in the shower.
Guess what feature I wish it had the most?
The ability to display the time.
In short, I need ?Watch. Though I'm assuming that won't go in the shower, so the UP might have a purpose still.