Wednesday, December 11, 2019

Fitbit favored among older US consumers for fitness trackers, smart watches, and GPS sports watches

Research firm examines the state of the wearables market and consumer adoption of major brands including Fitbit, Apple, Samsung, and Garmin  

Connected wearables research fromParks Associates finds that Fitbit leads the market for wrist wearables due in large part to the brand’s dominance among older consumers. 360 Deep Dive: Consumer Demand for Connected Wearables reports that while Fitbit and Apple share the lead among consumers ages 18-24, Fitbit has a wide lead among older consumers, commanding 68% of wearables owners 55-64 and 60% of wearables owners 65 and older.

360 Deep Dive: Consumer Demand for Connected Wearables examines the state of the wearables market including smart watches, fitness trackers, and GPS sports watches. The research provides insight into consumer device adoption and purchase trends, the changing nature of the wearables categories, major barriers to adoption, in-demand product features, and how the customers of the big four players – Fitbit, Apple, Samsung, and Garmin – differ in terms of their priorities and use of devices.

“Fitbit leads among fitness trackers, and its entry in the smart watch market has been successful, but Apple generates substantially more revenue per device,” said Kristen Hanich, Senior Analyst, Parks Associates. “Companies in the wearables space are working to differentiate through new styles and capabilities and to create new revenues through companion services, like Fitbit’s strategy with its new Fitbit Premium fitness coaching service, designed to increase brand stickiness and add new value propositions.”

Parks Associates’ research finds Apple and Samsung watches are used for a wider variety of purposes than are Fitbit watches. Just 43% of Fitbit smart watch owners regularly receive texts and email notifications on their device as compared to 75% of Apple owners or 79% of Samsung owners. Likewise, Apple and Samsung smart watch owners are more likely to engage in a variety of news/entertainment activities, including weather and music applications.

“On November 1st, Google (aka Alphabet) announced that it had made an offer to acquire Fitbit,” Hanich said. “If successful, this acquisition would significantly shake up the wearables space.”

For more information about Consumer Demand for Connected Wearables, contact To schedule an interview with an analyst or to request specific research data, please contact Sherrelle Lewis at sherrelle.lewis@parksassociates.com214-996-0214.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video.

Next: Traditional and mobile PERS revenue to be approximately $1.1 billion in US by 2024
Previous: 27% of seniors consider home security devices and services as must-have features for their ideal independent living system


    Be the first to leave a comment.

Post a Comment

Have a comment? Login or create an account to start a discussion.

© 1998-2023 Parks Associates. All Rights Reserved.