Monday, December 07, 2015

10% of U.S. broadband households intend to purchase a wearable camera or camcorder by midyear 2016

New consumer research shows GoPro and wearable camera purchase patterns and trends for 2016

New connected wearables research from Parks Associates finds 9% of U.S. broadband households own a wearable camera (including cameras and camcorders) and 10% intend to purchase one by midyear 2016.

“Nearly one-fourth of the wearable cameras and camcorders bought in the last year were given as gifts,” said Barbara Kraus, Director of Research, Parks Associates. “This product will continue to be a hot high-tech gift through the holidays and into 2016. Consumers are using wearable cameras to record daily life (36% of owners) just as much as they use them during notable events like vacations, holidays, and birthday parties (36% of owners), so as adoption increases, privacy concerns will arise, as anyone in the camera’s line of sight might assume they are being recorded. Google Glass created similar concerns.”

360 View Update: Connected Wearables shows that roughly 25% of all current owners of wearable cameras (2% of U.S. broadband households) bought the device over the past 12 months, and nearly three-fourths did not consider multiple brands when making a purchase. Among U.S. broadband households, 16% with a head of household ages 25-34 and 14% with an annual household income of $75,000-$99,999 plan to buy a wearable camera in the next 12 months.

GoPro is the clear leader of the wearable camera category, with 62% of consumers who purchased a wearable camera in the past 12 months purchasing a GoPro model. Panasonic had the second-highest percentage of purchases at 10%. 

“GoPro’s stock has declined recently, in part, because of price reductions amid a strategy to broaden the market,” Kraus said. “Because of the increasing quality of cameras and video functionality on smartphones, GoPro may find that it best serves the market by focusing on hobbyists and those who want the higher quality and are willing to pay for it. Price reductions run counter to that.”

For more information on 360 View Update: Connected Wearables, visit www.parksassociates.com. Barbara Kraus is available to comment on consumer attitudes and trends for wearable cameras this holiday season and at CES 2016. To schedule an interview with her or to request specific data, contact Holly Sprague at hsprague@gmail.com, 720.987.6614.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media. http://www.parksassociates.com

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