Consumer demand in the wearables market continues to fall, but the dynamics of consumer perception are continuously shifting. In terms of mindshare, Fitbit is dominating. After experiencing a drop in attention during November 2014, after the announcement of the Apple Watch, Fitbit has recovered to see a continually growing share of consumer attention. Aside from Fitibt, consumers are showing steady interest in Garmin and Jawbone and Samsung devices.
The top three most popular wearables brands, Fitbit, Garmin, and Samsung, hover below Motorola and LG in terms of delight. The Moto 360 continues to impress consumers, securing Motorola as the most delightful wearables brand of June. LG saw a boost in happy LG Watch Urbane customers to rank second to Motorola in terms of delight. While customers highly praise Garmin’s Forerunner 220 and 310XT as some of their favorite wearable devices, negative feedback for the manufacturer’s other devices drives down the brand’s overall delight. Despite being released for several months now, Apple has yet to really disrupt the market. Since Apple does not allow customers to review their products on their site, consumer feedback for the Apple Watch remains sparse. Most feedback is obtained through second hand sales on Amazon, and while it is not a comprehensive view of the Apple Watch consumer, these users are growing more and more impressed.
US consumers are displaying the most interest in wearable devices, as Amazon and Best Buy saw the highest volume of reviews this month. Best Buy’s high delight score was driven primarily by happy Fitbit and Pebble customers, while Amazon saw lackluster reactions to Fitbit devices and the most positive feedback from Moto 360 consumers. European wearables consumers are also extremely happy with the Moto 360, while negative perception of the Xioami MiBand is driving down the overall delight for Amazon UK.
Wearables consumers are using their devices to help on their journey to a healthier lifestyle, as fitness continues to be top of mind for both smartwatch and fitness band users. While Fitness band discussion is full of praise for tracking steps, runs, bike rides, and weight loss, the looming threat of the sock drawer remains. Some fitness band users express that after a while, they lose interest in their device and simply stop using it as they reach a plateau or lose motivation. While fitness is also a primary interest for smartwatch users, they tend to focus more heavily on using their devices for messaging, notifications, and social media, reporting dissatisfaction with messaging on these tiny screens.
Argus Insights tracks consumer perception across the entire wearables market to gain insight and coach our clients to develop better products and surpass their competition. Schedule a time to talk with us about how we can help your company thrive in the fact of shifting consumer perception.
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