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Wearable Technology - Canada - November 2017

"The wearable technology category has seen advancements in recent years, increasing the repertoire of features and utility. While there are some consumers who make use of their wearable devices daily, others are not convinced that they can find use in such devices and thus avoid ownership. Operators in the category face cost barriers with consumers likely to respond well to budget conscious devices. While some of these consumer preferences are generational, attracting all groups will take initiative from wearable tech brands."

- Andrew Zmijak, Research Analyst, Consumer Behaviour

This report looks at the following areas:

  • Attracting older consumers
  • Most non-owners find no use for wearable tech
  • Many feel most smartwatches are overpriced

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Attracting older consumers
            • Figure 1: Wearable device: ownership and intent to purchase, 18-44s vs over-45s, August 2017
          • Most non-owners find no use for wearable tech
            • Figure 2: Reasons for non-ownership of wearable technology, August 2017
          • Many feel most smartwatches are overpriced
            • Figure 3: Attitudes towards wearable technology, August 2017
          • The opportunities
            • Owner behaviours can differ by gender
              • Figure 4: Fitness tracker owner behaviours, men vs women, August 2017
            • Smartwatch owners employ their device
              • Figure 5: Smartwatch owner behaviours – Usage, August 2017
            • Women see wearables as health awareness tools
              • Figure 6: Attitudes towards wearable technology, men vs women, August 2017
            • What it means
            • The Market – What You Need to Know

              • Time constraints can affect ownership
                • Younger groups will boost growth
                  • Financial concerns can lead to cautious spending
                  • Market Factors

                    • Time constraints can impact ownership
                      • Younger cohorts will aid growth
                        • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                      • Monetary concerns can lead to cautious spending habits
                      • Key Players – What You Need to Know

                        • Promoting the latest and greatest wearables
                          • Variety in wearable tech bands
                            • Interest in wearable tech is unmistakeable
                              • Some brands experiencing difficulties
                                • Tech embedded in jewellery
                                • Marketing and Advertising

                                  • Advertising the latest and greatest wearables
                                    • Figure 8: Apple watch series 3, acquisition e-mail, September 2017
                                    • Figure 9: Samsung gear s3 frontier, online-advertisement, December 2016
                                  • Black Friday promotions
                                    • Figure 10: Fido, print advertisement, October 2016
                                  • Variety in wearable tech bands
                                    • Figure 11: Apple watch series 2, acquisition e-mail, April 2017
                                    • Figure 12: Kate Spade Saturday, acquisition e-mail, November 2016
                                    • Figure 13: Horween leather for Fitbit ionic, August 2017
                                • What’s Working?

                                  • Interest in wearable tech is palpable
                                  • What’s Struggling?

                                    • Some brands are lagging behind
                                      • Major barriers include cost and usefulness
                                      • What’s Next?

                                        • The number of “connected devices” will likely increase
                                          • Tech embedded in jewellery
                                          • The Consumer – What You Need to Know

                                            • A third of consumers own wearable tech
                                              • Most don’t own wearable tech as they find no use for it
                                                • Fitness tracker and smartwatch owners make use of their devices
                                                  • Many consumers believe that most smartwatches are overpriced
                                                    • Men more critical of wearables
                                                    • Wearable Device Ownership and Intent to Purchase

                                                      • A third of Canadians own wearable technology
                                                        • Figure 14: Wearable device ownership and intent to purchase, August 2017
                                                        • Figure 15: Wearable devices: ownership and intent to purchase, 18-44s vs over-45s, August 2017
                                                        • Figure 16: Wearable device - Any ownership and any intent to purchase, men vs women, August 2017
                                                      • Walking is the most common physical activity
                                                        • Figure 17: Participation in activities, August 2017
                                                        • Figure 18: Participation in activities, men vs women, August 2017
                                                        • Figure 19: Gabby Reece & Fitbit Behind the Scenes, March 2017
                                                        • Figure 20: Julianne Hough & Fitbit Behind the Scenes, March 2017
                                                        • Figure 21: Garmin Presents: The Connected Cyclist, August 2017
                                                        • Figure 22: Garmin: Jeremy Martin represents, June 2017
                                                    • Reasons for Non-Ownership

                                                      • Lack of need cited as main reason for not using wearable tech
                                                          • Figure 23: Reasons for non-ownership of wearable technology, August 2017
                                                        • Expensive for younger consumers whereas older groups find no use for wearables
                                                            • Figure 24: Reasons for non-ownership of wearable technology, 18-44s vs over-45s, August 2017
                                                        • Smartwatch and Fitness Tracker Owner Behaviours

                                                          • Smartwatch owners utilize their device
                                                            • Figure 25: Smartwatch owner behaviours – Usage, August 2017
                                                            • Figure 26: Smartwatch owner behaviours, August 2017
                                                          • Most fitness tracker owners utilize their device daily
                                                            • Figure 27: Fitness tracker owner behaviours – usage related, August 2017
                                                            • Figure 28: Fitness tracker owner purchase behaviours, August 2017
                                                          • Owner behaviours contrast by gender
                                                            • Figure 29: Fitness tracker owner behaviours, men vs women, August 2017
                                                            • Figure 30: Introducing Fitbit Ionic, August 2017
                                                        • Attitudes towards Wearable Technology

                                                          • Almost half of consumers feel smartwatches are overpriced
                                                              • Figure 31: Attitudes towards wearable technology, August 2017
                                                            • Men more critical of wearables where women see them as health awareness tools
                                                              • Figure 32: Attitudes towards wearable technology, men vs women, August 2017
                                                            • Younger consumers have stronger feelings towards wearables
                                                              • Figure 33: Attitudes towards wearable technology, 18-44s vs over-45s, August 2017
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Consumer qualitative research
                                                                  • Abbreviations and terms
                                                                    • Abbreviations

                                                                    Wearable Technology - Canada - November 2017

                                                                    US $3,995.00 (Excl.Tax)