Smartwatch Purchase Intent, Preferred Brands and Features: Australia, Brazil, Germany, USA, and UK

Report Summary:

Smartwatch sales continue to post strong growth and represent one of the hottest CE  product categories of this decade so far. Strategy Analytics latest survey confirms strong purchase intention across the holiday season and into 2022. 

While Apple currently dominates, there is very healthy competition behind second placed Samsung. A large and growing chasing pack will drive penetration higher and ensure technology diffusion across multiple geographies, price tiers and consumer segments.

Fitbit, Garmin, Xiaomi, Fossil, Huawei, Amazfit, Oppo, vivo, Zepp, BBK  and a longtail of many other vendors are vying for share of consumer mind and wallets.

This report focuses on the smartwatch and fitness band market and provides consumer insights into:

  • Brands own, intend to buy, prefer to buy
  • Purchase channels
  • Interest in features and functionalities

The research was conducted in five markets – Australia, Brazil, Germany, UK and US in November 2021.  Additional countries and deep dives into key issues and specific value propositions and positioning can be undertaken on a project basis.

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