Wearables, or wearable devices, are still struggling for their space in the technology market.In the United States, for example, just over one in ten consumers in the United States had smart bracelets or watches (12.2%), almost double the penetration of the four major European markets (6.6%), which include Great Britain, Germany, France and Italy.
According to Kantar Worldpanel’s ComTech’s Wearable report, smart bracelets dominate the North American market, with three of the four wrist devices included in this category.But watches are well positioned to threaten their traditional competitors, with 31.9% of smart versions and 43% of Apple models taking the place of the usual accessories.
“For both watch buyers and smart wristbands, brand, ease of use and functionality are the major drivers of buying, surpassing design and cost,” says Shannon Conway, wearable technology analyst at Kantar Worldpanel ComTech.
In the four major European markets, the battle with traditional watches intensifies, with 39% of the smart models bought to replace the old ones, being 49.6% for Apple and 41.5% for Samsung. Among countries, Britain more closely reflects the US market, with a slight majority of fitness trackers (54.3%) on smart watches (45.7%).
“Although market penetration in Britain, Germany, France and Italy is comparatively low (6.6%), the composition differs a lot from the United States, with smart clocks comprising 55.2% of the devices compared to a share Of 22.9% in the US, “says Lauren Guenveur, mobile analyst at Kantar Worldpanel ComTech.