Almost 1 in 5 Adults to Buy A Wearable Device in the Next Year. Where Does That Fit in the CE Spectrum?

December 18, 2014

Ipsos-CE-Purchase-Intent-US-Adults-Dec20148 in 10 American adults have at least heard of wearables, and more than 4 in 10 are very familiar with them, details Ipsos in a new study. The report indicates that some 18% of US adults intend to purchase a wearable device within the next 12 months. That puts wearables ahead of streaming media devices (16%) and e-readers (15%) in purchase intent, per the survey.

The top consumer electronics device in terms of purchase intent is the smartphone (39%), which has seen its penetration growth slow in recent months. Laptops (28%) and tablets (27%) are next, followed by smart TVs (20%).

Looking further at wearables purchase intent, the study notes that:

  • Among those aware of wearable fitness monitors, 19% intend to purchase one, with men (19%) and women (18%) on par in intent and 18-34-year-olds (31%) the most likely by age; and
  • Among those aware of wearable computers, 13% intend to purchase one, with intent again highest among 18-34-year-olds (26%) but this time higher among men (19%) than women (8%).

The report also finds that among likely buyers, 7 in 10 agree that brand trust is key and also that a seamless connection across devices will influence their brand choice. Currently, the top 5 considered brands are:

  • Apple (62%);
  • Google (44%);
  • Samsung (43%);
  • Fitbit (31%); and
  • Sony (28%).

Interestingly, many likely purchasers are likely to bypass existing concerns: 45% believe that wearable technology poses a significant threat to personal privacy; and 42% are concerned about the health risks involved.

About the Data: The Ipsos poll was conducted in October 2014. For the survey, a sample of 2,011 Americans ages 18+ was interviewed online. The precision of the Ipsos online poll is measured using a credibility interval. In this case, the poll have credibility intervals of plus or minus 2.5 percentage points for all respondents. The data were weighted to the U.S. current population data by gender, age, region and household income.

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