Consumer Insight: Smartwatch


Smartwatches for the masses

We continue our popular Consumer Insight with a fresh look at purchasing behaviour for smartwatches. With smartwatches being a pretty recent tech to emerge, features and capabilities has been changing rapidly over the years. For example, heart-rate monitors are not common in not only the most expensive smartwatches but also in pretty much every smartwatch being sold right now. So with that, there is a changing expectation from consumers on what capabilities the item should have.

As always, data provided in this article is collected from our smartwatch finder quiz. All data is collected anonymously.

Some basic stats to start off with

Let’s take a look at some basic stats for which this article is based upon.

Gender of the participants:

  • 73% Male
  • 27% Female

As we can see, there is a large overweight in males. This could mean that females are generally not looking for advice on finding a smartwatch on platforms like Zenrima. But choose other avenues for advice.

Smartphone operating system:

  • 78.9% Android
  • 21.1% iOS

This aligns pretty well with the global average of 85% Android users. Of course, cheaper Android devices sold in developing countries are pulling that statistic up in favour of Android. So you would assume, since iPhones are generally more expensive, there would be a higher user base for iPhone in the US which our study is based on.

How would the participants describe themselves as?

  • 39% Casual
  • 23.6% Sporty
  • 20% Geeky
  • 17.4% Fashionable

I guess most people are plain-and-simply “casual”. While the second highest chosen answer was “sporty” which is to expected when you look further down to see how many people want to use their smartwatch as a fitness tracker.

How important is a built-in GPS feature in a smartwatch?

GPS features wasn’t as common in smartwatches until very recently. There are still a segment for running watches with built-in GPS which caters more to runners and athletes.

smartwatch built-in gps

As we can see, most consumers want a built-in GPS on their new smartwatch. I’m sure this feature will be implemented more and more on smartwatches in the future.

How many people will use their smartwatch as a fitness tracker?

smartwatch heart rate monitor

Fitness trackers and smartwatches has been merging more and more over the years. Many features are the same on both devices. It seems that now, the only thing separating those two is the design. When people choose a purchase a smartwatch over a fitness tracker, they choose mostly based on that watch-like design. However, they still want those features a fitness tracker brings. That’s why we can see here that most of consumers want to use it to track their steps, calories, distance, and other things a fitness trackers does. We even see that most people also want a heart-rate monitor on their watch.

What will happen with smartwatches VS fitness trackers in the future, we will just have to wait and see. It certainly seems that they are becoming more interchangeable as we move forward.

Later, we will do a Consumer Insight on fitness trackers and see how they compare.

We hope you liked this little insight into a mind of the consumer when choosing a smartwatch. We’ll be giving out more insights like this in the future.

Any questions or inquiries can be directed to [email protected].