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Watching the watches – smartwatches and fitness bands [TUPdate]

Smartwatch and fitness band penetration tapers to 2016 levels

The race for the wrist has settled into a larger-than-niche and less-than-majority position. Over the last three years, the share of online Americans using at least one smartwatch has grown from one in six to one in five, only to settle back to the one in six level. This is based on TUP/Technology User Profile 2019 survey of 8,060 online adults in the US, and from the prior three annual waves.

Worse yet for both fitness bands and smartwatches – it’s not as if each are cannibalizing the other. Use of either type of device is also down, dropping from a high of 33% in 2016 to 27% in 2019.
The market has tapered even while smartwatch makers continue to add capabilities well beyond timekeeping and step-counting. Also, it’s happening even as watch-wearers begin to actively use the new capabilities – broadening their use of smartwatches to more activities. Some of the top smartwatch activities include seeing who’s calling before taking a call through or on their smartwatch, recording their heart rates, checking current weather, or using their smartwatch in a store to check products or prices. Convenience is at hand.

Younger adults embrace wearables more than older Americans

Younger Americans have adopted Smart watches and other wearables more strongly than older Americans. Just over half of online Americans age 18 to 34 use at least one Bluetooth headset, smartwatch, or fitness band. In stark contrast, just less than one in five (19%) online Americans age 65 or higher use any of these wearables. Among this set, fitness bands have the highest penetration, on the wrists of one in nine (11%).
Hearables are an important category to track. In addition to sales by watchmakers, beneficiaries include digital media services (specifically music), cellular carriers, and the full ecosystem of e-wallet payments and retailers. Continue reading

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Filed under Fitness Trackers, Market Research, Personal and Productivity, Smartwatches, TUP 2019, TUPdate, Voice Assistant

Which Activities Span Many Devices? (TUPdate)

So many of us have done it – started doing with our smartphone or tablet what we only formerly did with our PC. Are some activities so addictive or prevalent that people do them across their many devices? Based on our latest research, the answer is yes, and especially so for certain activities.

Nearly one-fourth (24%) of online adults around the world tap into their social networks on 4 connected devices, from among the many PCs, smartphones, and tablets they use.

This is based on the TUP/Technology User Profile 2018-Global survey, spanning 14,273 online adults across the US, UK, Germany, China, and India.

By contrast, certain activities are limited – being used more often on only one device. Making voice/video/web calls is mostly done on a single device, at 44% of online adults. Around one in three online adults also primarily use one device for the following types of activities: managing finances, photos, create/share videos, purchases, and reading.

What encourages or limits users to focus certain activities on fewer devices? Convenience and capability are key factors. Although desktop PCs can and do have webcams for video calls, they are less mobile and therefore less convenient than smartphones or tablets for unplanned calls or conferences. The same can be said for taking spontaneous photos or videos using cameras in ever-handy smartphones and tablets. Screen size and setting also have an impact. Comparison shopping benefits from the larger screens of PCs and tablets. Reading a book can be more enjoyable while sitting back with a tablet than sitting upright at a desktop PC.

The capability and preference gap

There is a perennial gap between what’s possible with a device and what people choose to do. For example, we still find few who regularly take photos with their tablets. In this specific case, social pressure has some impact as larger devices may block other’s views or at the least be less discreet.

Platforms from Facebook to Amazon and Spotify do their best to be widely present and highly available. Native apps typically offer a more stable, richer, and device-appropriate experience, further encouraging users to use them across their multiple devices. Meanwhile, device-makers continue to expand the capabilities of their devices to better accommodate and anticipate user demand.

Looking ahead

Our research shows that as users gain experience with tech products, they broaden their activities and simultaneously expand their use across the devices they regularly use. I expect users to continue demanding to do whatever they want with whatever device they have.

About this TUPdate
The analysis in this TUPdate is based on results drawn from the most-recent wave of TUP (Technology User Profile), the 2018 edition which is TUP’s 36th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults. This specific wave spanned the US, UK, Germany, India, and China. In the TUP survey, we identified the connected devices being actively used, from desktop tower PCs, to all-in-one, notebook, and convertible PC form factors, to tablets, smartphones and basic feature phones. For the four devices used most often, we asked respondents to choose from among 71 activities that they do most regularly with each device.

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Behaviors and Activities, Communication, Consumer research, Desktops, Devices, Entertainment, Graphics and Image, Information and Search, Mobile Phones, Multiple Devices, Shopping, Smartphones, Social Networking, Tablets, TUP 2018, TUPdate, Usage Patterns, Video calling

Major Sites Visited in Last 30 Days Other Than Facebook

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Filed under Social Networking, TUP 2018

Major Sites Visited in Last 30 Days Other Than Facebook

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Filed under Consumer research, Social Networking, TUP 2018