Why Consumers Aren't Purchasing a Smart Watch - eMarketer

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Why Consumers Aren't Purchasing a Smart Watch

Still, health and fitness is driving adoption of wearables

February 11, 2016

Usage of wearables, like smart watches, will grow by nearly two-thirds this year, per an eMarketer forecast. Still, cost is holding many consumers back from purchasing a device, according to December 2015 research.

Reasons for Not Purchasing a Smart Watch According to Internet Users Worldwide, Dec 2015 (% of respondents)

Kentico surveyed 1,000 internet users, ages 18 and older. More than two-thirds of internet users worldwide said that cost was one of the top reasons for not purchasing a smart watch.

Additionally, 38% of respondents said that another reason for not purchasing a smart watch was because there was not enough reasons to use it. This is likely because many smart watch capabilities, like sending and receiving emails or texts, as well as placing and receiving phone and video calls, can be done via a smartphone. In fact, 14% of internet users said they were dependent on their smartphone, and that was a reason for not purchasing a smart watch.

The style of smart watches, as well as their size and thickness, was another reason that respondents had for not purchasing one.

US Internet Users Who Plan to Purchase Health/Fitness Devices/Technologies, by Type, 2015 (% of respondents)

Regardless, wearable devices are not going away. In fact, 2015 research from the Consumer Technology Association (CTA), formerly the Consumer Electronics Association (CEA), found that many consumers plan to purchase a health or fitness device in the next 12 months. And smart watches and fitness trackers are among the wearables the plan to buy.

Health and fitness is spurring wearables adoption. An August 2015 survey by Rock Health revealed that consumer intention to be more active and lose weight is driving adoption.

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