2022
9
Germany Wearable Technology Market Report 2022
2022-04-19T15:01:55+01:00
REP288590D2_59D6_456B_9974_6F4D6DD7C30B
2195
150564
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Report
en_GB
The market for wearables in Germany is driven by higher-income households, and inflation will further limit purchases by less-affluent consumers. Underpinning lasting value to drive demand is key, for example…

Germany Wearable Technology Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Wearable Technology Market Report 2022 identifies consumers’ attitudes towards wearable technology, sustainable wearable technologies, and the impact of inflation on purchase behavior. This report covers the Germany Wearable Technology market size, market forecast, market segmentation and industry trends for the German Wearable Technology market.

Click here to view the German version of our Germany Wearable Technology Market Report 2022.

Current Market Landscape

Higher-income households have sustained the growth of the wearable market during the pandemic, especially for smartwatches, and they will continue to do so in times of inflation. However, with Germans delaying major purchases to account for the squeeze on household budgets, growth of the wearable technology market in Germany could be slowed down in 2022. Accounting for the spending capacity of lower-income households can add to the market’s growth.

German Gen Zs find wearable technology devices stylish, making the way they look a valued feature of smartwatches and wireless earbuds.

German Wearable Technology Market Share and Key Industry Trends

The market will continue to grow, with smartwatches in particular reaching a wider audience as their health monitoring capabilities continue to improve. The increasing digitalisation of healthcare in Germany can catalyse this development by significantly increasing the utility of the devices – if brands manage to seize this opportunity.

Since higher-income households have been the key drivers of the German wearable technology market, inflationary pressures on budgets may further discourage consumers with less financial leeway from turning their interest in wearables into action. Brands need to underpin the value-for-money proposition of their devices to capitalise on this demand. Highlighting use of sturdy materials, offering extended warranties and emphasising health benefits are great tools to convey that devices offer excellent and lasting value for money.

  • 65% of German Gen Zs find wearable technology devices stylish.
  • 39% of Germans would be interested in sharing health data tracked by a wearable device with their doctor.
  • 50% would use prescribed digital health apps as a form of treatment.
  • 35% of Millennials not being interested in buying a smartwatch.

Future Trends in the Wearable Technology Market in Germany

Development of smart glasses is benefitting from advances in Al and establishment of 5G and will bring a new wearable with unique utility to the market. With a growing number of Germans owning multiple wearables and more brands having entered the market over the years, ecosystem benefits will become increasingly vital for brands to bind consumers.

As sustainable fashion booms among Gen Zs, embracing recycled materials and collaborating with sustainable fashion brands are great tools to strike a chord with this key target group for wearables in Germany.

Wearable brands have significant opportunities to close the gap between personal and professional healthcare by aligning their devices with apps available on prescription in Germany.

Read on to discover more details or take a look at all of our German Technology and Telecoms Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of inflation on wearable technology.
  • The growing popularity of smart earbuds, which features are most important to consumers and which innovations can enable companies to earn market share.
  • Ownership of smartwatches, which brands are most popular and how consumers’ usage of these devices has changed since last year.
  • Consumers’ interest in niche wearable technology products and potential barriers to purchase.

Covered in this Report

Products: Wireless over-ear headphones, wireless earbuds, smartwatches, fitness bands/sports watches, smart jewellery, smart glasses, smart clothing, fitness bands/sport watches (fitness trackers).

Brands: Apple, JAN ‘N JUNE, Nix, Samsung, Huawei, FitBit, Garmin, Fossil, Xiaomi, Tag Heuer, and more.

Expert Analysis from a Specialist in the Field

This report, written by Jan Urbanek, a leading analyst in the Consumer Technology sector, delivers in-depth commentary and analysis to highlight current trends in the wearable electronic devices market in Germany and adds expert context to the numbers.

The market for wearables in Germany is driven by higher-income households, and inflation will further limit purchases by less-affluent consumers. Underpinning lasting value to drive demand is key, for example by highlighting use of robust materials and offering extended warranties.
Jan Urbanek
Jan Urbanek
Senior Consumer Technology Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Opportunities
    • The competitive landscape
    • Graph 1: owned smartwatch brands, 2021
    • Graph 2: fitness band/sport watch brands owned, 2021
    • Graph 3: wireless earbud brands owned, 2021
  2. MARKET DRIVERS

    • COVID-19 and the German economy
    • Graph 4: key economic data, in real terms, 2019-23
    • Graph 5: changes in financial situation since the start of the outbreak, by net monthly household income, 7-17 February 2022
    • Graph 6: smartwatch ownership, by net monthly household income, 2020-21
    • Physical and mental health
    • Graph 7: consumer perception of their general health, NET, by generation, 2021
    • 5G
    • Ethical orientation
  3. WHAT CONSUMERS WANT AND WHY

    • Ownership of wearable devices
    • Graph 8: wearable technology ownership, 2021
    • Graph 9: wearable technology ownership, by generation, 2021
    • Graph 10: ownership of smartwatches, by generation, 2020-21
    • Interest in buying wearable devices
    • Graph 11: respondents interested in buying wearable devices, 2021
    • Graph 12: interest in buying wearable devices, by generation, 2021
    • Graph 13: ownership of and interest in buying a smartwatch, by generation, 2021
    • Brands of smartwatches owned & most important features
    • Graph 14: smartwatch brands owned, 2021
    • Graph 15: important features when buying a smartwatch, 2021
    • Barriers to purchase
    • Graph 16: barriers to purchase a smartwatch, 2021
    • Brands of wireless earbuds owned & most important features
    • Graph 17: wireless earbud brands owned, 2021
    • Graph 18: wireless earbud brands owned – NET, by generation, December 2021
    • Barriers to purchasing wireless earbuds
    • Graph 19: barriers to purchasing wireless earbuds, 2021
    • Graph 20: barriers to purchasing wireless earbuds, by age group, 2021
    • Behaviours regarding wearable technology
    • Graph 21: behaviours regarding wearable technology, 2021
  4. LAUNCH ACTIVITY AND INNOVATION

  5. MARKET SHARE

    • Graph 22: fitness band/sports watch brands owned, 2021
    • Graph 23: smartwatch brands owned, 2021
    • Graph 24: wireless earbud brands owned, 2021
  6. MARKET SIZE and SEgmentation

  7. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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