NPD Group Survey: Activity Tracker, Smartwatch Ownership Expected to Jump 4 Percent
New research from the NPD Group found that, as consumers become more aware of the benefits and capabilities of wearable devices like smartwatches and fitness trackers this holiday season, ownership of those products are expected to jump at least 4 percent during Q4 2015 in the U.S. In its latest Consumers and Wearables report, the NPD Group said entrants of major player like Apple into the market, combined with an overall increased awareness of the products will contribute to the growth.
“The wearables industry has come to a crossroads in the past six months, as the quality, depth and price points of activity trackers and smartwatches have expanded at a rapid rate,” Weston Henderek, Director, Wearables, Connected Intelligence, The NPD Group, said in a statement. “The two sectors are much more segmented now, with the activity tracker category in particular having a wide variety of price ranges, depending on features, quality, and design.”
According to NPD Group, awareness of activity trackers in November 2013 was around 30 percent of the U.S. market, with young consumers being the most knowledgeable. Now, almost two years later, that figure has nearly tripled with 82 percent of the U.S. market saying that they are aware of these devices. That surge has been led by the Fitbit brand, which has seen a 13 percent ownership increase since February 2015. It’s the only activity tracker brand that consumers request by name on a regular basis, NPD said in its report.