Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Wearable Technology - US - December 2015

"In September 2014, Apple announced the launch of its Apple Watch, while Intel announced its partnership to produce smartwatches with Fossil. While the consumer wearable tech market had launched a decade prior with GoPro’s Hero line of cameras, these announcements pushed wearable tech into the limelight."

- Billy Hulkower, Senior Technology Analyst

This report looks at the following areas:

  • Crowded field, limited recognition
  • Smartphones a challenge to overcome
  • Minority of adults typically wear a watch or jewelry

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Crowded field, limited recognition
            • Figure 1: Brand ownership and perception, September 2015
          • Smartphones a challenge to overcome
            • Figure 2: Use of smartphone when exercising, September 2015
          • Minority of adults typically wear a watch or jewelry
            • Figure 3: Attitudes toward watches and jewelry, September 2015
          • The opportunities
            • Everybody runs
              • Figure 4: Participation in sports, September 2015
            • Total addressable market composes majority of online adults
              • Figure 5: Attitudes toward fitness and fitness products, September 2015
            • Gift market opportunities nearly as large as sales for personal ownership
              • Figure 6: Intent to purchase wearables, September 2015
            • What it means
            • The Market – What You Need to Know

              • Atypical growth rates show acceleration 2013-15
                • Smartwatches propelling sales
                  • Fitness trackers largest segment
                    • Majority of adults physically active
                    • Market Size and Potential

                      • Sales pass $7 billion
                        • Growth potential for wearable cameras
                          • Growth potential for smartwatches
                            • Growth potential for fitness trackers
                                • Figure 7: Estimated US manufacturer sales of wearable technology, at current prices, 2012-15
                            • Market Breakdown

                              • Smartwatch closing in on $2 billion in 2015
                                • Fitness trackers approach $4 billion
                                  • Most rapid growth for wearable cameras in rear view mirror
                                    • Figure 8: Estimated US manufacturer sales of wearable technology, by segment, 2014 versus 2015
                                • Market Perspective

                                  • Dedicated hardware competes with smartphone apps
                                      • Figure 9: Use of smartphone when exercising, September 2015
                                  • Market Factors

                                    • Universal smartphone penetration a perk and a problem
                                      • Figure 10: Ownership of phones, tablets, and computers, August 2015
                                    • Americans like to be active
                                      • Figure 11: Participation in sports, September 2015
                                    • Multiple sport athletes buy in
                                      • Figure 12: Ownership of wearables, by number of sports played multiple times per month, September 2015
                                    • Elevated participation among younger adults
                                      • Figure 13: Participation in sports at least multiple times per month, by age, September 2015
                                    • Elevated participation among higher-income groups
                                      • Figure 14: Participation in sports at least multiple times per month, by household income, September 2015
                                    • Whites, Asians more likely to be active
                                      • Figure 15: Participation in sports at least multiple times per month, by race/Hispanic origin, September 2015
                                    • Gifting
                                      • Figure 16: Total US retail sales in November and December, at current prices, 2008-15
                                  • Key Players – What You Need to Know

                                    • Sales blossom at GoPro, Fitbit
                                      • Foreign powerhouses need to invest in US awareness
                                        • Fashion at the fore
                                        • What’s Working?

                                          • Early-to-market leaders retain rapid growth
                                            • Figure 17: Global sales of wearable technology, by brand, 2012-15
                                          • Smartphone titans take on smartwatch
                                            • Figure 18: Smartwatch ownership and intent to purchase, by brand, September 2015
                                        • What’s Struggling?

                                          • Ad buys pay off
                                            • Figure 19: Brand ownership and familiarity, September 2015
                                        • What’s Next?

                                          • Lines blur between segments
                                            • Fitness tech gets fashionable
                                              • Advances in tracking sleep
                                                • Working with “Little Data”
                                                  • Corporate and health insurance subsidies
                                                  • The Consumer – What You Need to Know

                                                    • Ownership revving up among young and high-income
                                                      • Intent to purchase nearly as high as ownership
                                                        • Expected spend shows understanding of market
                                                          • One in three adults exhibit an interest in synch with fitness tracking
                                                          • Participation in Sports

                                                            • Running and walking most popular fitness activities
                                                                • Figure 20: Participation in sports multiple times per month, September 2015
                                                              • Niche markets add up
                                                                • Figure 21: Participation in outdoor sports multiple times per month, September 2015
                                                              • Fitness classes most popular with women 18-54
                                                                • Figure 22: Participation in sports multiple times per month, by gender and age, September 2015
                                                              • Young men head outdoors
                                                                • Figure 23: Participation in outdoor sports multiple times per month, by gender and age, September 2015
                                                              • Hispanics lead in sports participation
                                                                • Figure 24: Participation in sports multiple times per month, by race/Hispanic origin, September 2015
                                                                • Figure 25: Participation in outdoor sports multiple times per month, by race/Hispanic origin, September 2015
                                                            • The Fashion Challenge

                                                              • Styling a blight to most
                                                                  • Figure 26: Attitudes toward watches and jewelry, September 2015
                                                                • Use of watches less common among young adults
                                                                  • Figure 27: Use of watches, by age, September 2015
                                                                • Younger adults more sold on current designs
                                                                  • Figure 28: Appeal of fitness band styling, by age, September 2015
                                                              • Ownership of Wearable Tech

                                                                • Adoption unlikely to reach majority of adults
                                                                    • Figure 29: Ownership of wearable tech, September 2015
                                                                  • Young adults from $75K+ households adopted early
                                                                    • Figure 30: Ownership of wearable tech, by age and income, September 2015
                                                                  • Urbanites step into watches, focus on Apple
                                                                    • Figure 31: Ownership of smartwatches/GPS watches, by area, September 2015
                                                                • Intent to Purchase Wearable Tech

                                                                  • Equal intent to buy smartwatches and fitness trackers
                                                                    • Figure 32: Intent to purchase wearable tech as gifts and for personal usage, September 2015
                                                                  • Intent to purchase pinned on age
                                                                    • Figure 33: Intent to purchase wearable tech, by age and income, September 2015
                                                                  • Urbanites more inclined to buy
                                                                    • Figure 34: Intent to purchase wearable tech, by area, September 2015
                                                                  • Uptick in interest in smartwatches among Hispanics
                                                                    • Figure 35: Intent to purchase wearable tech, by Hispanic origin, September 2015
                                                                • Interest in Fitness Tech Hardware

                                                                    • Appearance not superficial
                                                                      • Figure 36: Wearable tech product ownership and intent to purchase – CHAID – Tree output, September 2015
                                                                    • Access to gyms critical
                                                                      • Culture more important than demographics
                                                                        • Figure 37: Product ownership and intent to purchase – CHAID – Tree output, September 2015
                                                                    • Historic Gifting and Intent to Gift

                                                                      • Low historical levels of gifting for fitness trackers and smartwatches
                                                                        • Figure 38: Gifting of wearable tech, September 2015
                                                                      • Gifting trends upward with household income
                                                                        • Figure 39: Gifting of wearables, by household income, September 2015
                                                                      • Parents more likely to gift
                                                                        • Figure 40: Gifting of wearables, by parental status, September 2015
                                                                      • Intent to gift higher
                                                                        • Figure 41: Intent to purchase wearables, September 2015
                                                                      • Appropriate gift recipients easy to think of
                                                                      • Expected Spend on Purchases

                                                                        • Products priced right
                                                                          • Apple likely priced out of gift purchases
                                                                            • Opposing trend for fitness trackers
                                                                              • Placing bets in the middle
                                                                                • Figure 42: Average expected spend on wearables, September 2015
                                                                            • Interest in Tracking Physical Activity

                                                                              • Interest in losing weight top potential driver for sales
                                                                                • Sharing a nonstarter
                                                                                  • Figure 43: Attitudes toward fitness and fitness products, September 2015
                                                                                • Based on interests, women to pull further ahead
                                                                                  • Figure 44: Attitudes toward fitness and fitness products, by gender, September 2015
                                                                                • Seniors need to know
                                                                                  • Figure 45: Attitudes toward health tracking, by age, September 2015
                                                                                • Getting on the ground with Hispanics and Blacks
                                                                                  • Figure 46: Attitudes toward fitness and fitness products, by race/Hispanic origin, September 2015
                                                                                • Focusing marketing on pedometer functions to be avoided
                                                                                    • Figure 47: Attitudes toward tracking walking, by generation, September 2015
                                                                                • Interest in Smartwatch Features

                                                                                  • Smartwatch features enticing to 19%
                                                                                    • Figure 48: Interest in smartwatch features, September 2015
                                                                                  • Young men top target for smartwatch marketing
                                                                                    • Figure 49: Interest in smartwatch features, by gender and age, September 2015
                                                                                  • Asians most enthusiastic about smartwatch features
                                                                                    • Figure 50: Interest in smartwatch features, by race/Hispanic origin, September 2015
                                                                                  • Opposition to adopting smartwatches more prevalent than interest in them
                                                                                      • Figure 51: Attitudes to smartwatches and new technology, September 2015
                                                                                    • Attitudes trend with age
                                                                                      • Figure 52: Attitudes to smartwatches and new technology, by age, September 2015
                                                                                  • Interest in Monitoring Sleep

                                                                                    • Sleep issues trouble 60% of adults
                                                                                      • Figure 53: Sleep issues, by gender, November 2014
                                                                                    • Youngest adults most likely to report difficulties
                                                                                      • Figure 54: Sleep issues, by age, November 2014
                                                                                    • One in three worry about sleep quality
                                                                                      • Figure 55: Concern over quality of sleep, and interest in monitoring sleep, September 2015
                                                                                    • Youngest adults most likely to be willing to wear a device to bed
                                                                                      • Figure 56: Interest in monitoring sleep, by age, September 2015
                                                                                    • Women more interested in monitoring sleep
                                                                                      • Figure 57: Interest in monitoring sleep, by gender, September 2015
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Consumer survey data
                                                                                        • Consumer qualitative research
                                                                                          • CHAID analysis methodology
                                                                                            • Abbreviations and terms
                                                                                              • Abbreviations
                                                                                                • Terms
                                                                                                • Appendix – Consumer Tables

                                                                                                    • Figure 58: Attitudes toward fitness and fitness products, September 2015

                                                                                                Companies Covered

                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                Wearable Technology - US - December 2015

                                                                                                £3,199.84 (Excl.Tax)