The lowest penetration for smartwatches was in France, where 70% of those who bought a wearable opted for a fitness band. In the EU4, smartwatches fared better, taking 38% of wearables sales in the fourth quarter of 2016, led by Great Britain, where nearly 45% of wearables purchased were smartwatches. The FitBit Charge 2, released in mid-September 2016, was the top fitness band at 27%." Black Friday and Cyber Monday deals were a big driver for Fitbit, with nearly all models discounted by $20 to $30, depending on the retailer.
"Garmin, its nearest competitor, captured a 12.5% share. "In the fitness band category, Fitbit continued to dominate sales at 75%, up from 43% in the third quarter of 2016, Guenveur added. The Series 2 was Apple's top-selling smartwatch for the period at 33%, although there were no holiday discounts on that device. Series 2 offers a waterproof design and GPS, while the lower cost of the Series 1 lowered the barrier to entry to attract some additional buyers. The Apple Watch Series 2, released in September 2016, boosted Apple's share of smartwatch sales. The next nearest competitor was Samsung at 17.4%, while the remainder of the market was fragmented among smaller suppliers." Apple was the top smartwatch brand in the US, capturing a 50% share vs.
"In the fourth quarter of 2016, just 35% of wearables purchased in the US were smartwatches, a decline from 40% in the third quarter of 2016. "Fitness bands continue to outsell more advanced smartwatches," reported Lauren Guenveur, Consumer Insight Director for Kantar Worldpanel ComTech. In EU4, wearables penetration continued to lag that of the US at 9.2%, with the smartwatch portion of the category at 3.8%.Įurope's big four markets include Great Britain, Germany, France, and Italy. Within the smartwatch category, adoption in the US remained low, at 4.2%. NEW YORK, NY-(Marketwired - Jan 25, 2017) - The latest wearable device sales data from Kantar Worldpanel ComTech shows that as of December 2016, 15.6% of US consumers owned a smartwatch or fitness band - a modest increase from September 2016 at 14.8%.
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