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Main consumer groups for smart watches

  • Author:Abby
  • Release on:2015-11-06

Smart watch buyers skew mostly male while women prefer smart bands. Most purchases 
have happened this year, showing more products and awareness are helping the industry grow.

About 68 percent of smart watch owners are between 25 and 49 years old, with notifications and health tracking as the primary usage drivers, according to data compiled by Kantar Worldpanel. The company surveyed nearly 11,000 people aged 16 and older, asking whether they owned smart watches and how they used them. While the survey found that only 3 percent of the US population owns a smart watch or a smart band, it also revealed some interesting demographic information about who is purchasing such technology.

About 34 percent of smart watch buyers are 25 to 34 years old and another 34 percent are 35 to 49. Smart band owners skew a little younger, with 33 percent in the 25 to 34 range and 29 percent in the 34 to 49 range. It also turns out that women prefer smart bands while men choose smart watches. Among those surveyed, 67 percent of smart watch owners were male while 58 percent of smart band owners were female. This also means women are spending less money on these kinds of wearable devices, as 70 percent of smart band owners spent no more than $150 on their wearable.