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Apple still smartwatch sales, but sales growth is slow,says Kantar Worldpanel

As of July 2016, 15.2% of US consumers owned either a smartwatch or fitness band compared to 8.1% for the four major markets in Europe - the UK, Germany, France and Italy, according to the latest release of wearable device data from Kantar Worldpanel ComTech.

Within the smartwatch category only, excluding fitness bands, adoption remained low with 4.7% ownership in the US and 3.2% in the four European countries.

In the three months ended July 2016, 47% of wearable sales in the US occurred in the smartwatch category, versus the more basic fitness bands, and Apple continued to dominate the smartwatch segment with a 33.5% share during the period. The four European countries showed a similar trend, with 38.6% of all sales coming in the smartwatch category, with Apple leading at 31.8%.

In the May-July period of 2016, 20% of recent smartwatch buyers in the US made a purchase to replace a classic timepiece, rising to 30% in the four European countries, Kantar Worldpanel noted.