Wearables Users in Spain Focus on Fitness - eMarketer

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Wearables Users in Spain Focus on Fitness

Smart bands are the most popular devices

September 2, 2015

Fitness is a frequent reason for consumers to be interested in wearables. In Spain, the situation appears no different, with wearable device users selecting smart bands over other alternatives—and emphasizing health monitoring as a reason to buy.

Ways in Which Wearable Device Owners in Spain Use Wearable Devices, June 2015 (% of respondents)

According to polling by Tuenti and Ipsos, wearables enjoy good awareness in Spain among mobile internet users ages 16 to 35, at 61.7%. But just 29.5% of the survey population actually owned such a device.

Among those who did, smart bands, like Fitbit, were the clear winners. Sixty percent of wearables owners had such a device, compared to 48.0% who had a smart watch, such as a Pebble. Only a handful of respondents had smart glasses.

Smart bands are in because fitness monitoring is the No. 1 reason this population has entered the wearables market, echoing consumer sentiment elsewhere. In the US, Germany, the UK and elsewhere, fitness is where it’s at for wearables.

Earlier research, conducted by Kantar Worldpanel in November 2014, found that just 0.6% of consumers in Spain had a wearable fitness band, vs. 1.1% in France, 1.6% in Germany, 1.6% in Italy and 2.8% in the US.

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