Parks Associates’ research finds Apple and Samsung watches are used for a wider variety of purposes than are Fitbit watches.
Just 43% of Fitbit smart watch owners regularly receive texts and email notifications on their device as compared to 75% of Apple owners or 79% of Samsung owners, notes the research group. Likewise, Apple and Samsung smart watch owners are more likely to engage in a variety of news/entertainment activities, including weather and music applications.
However, while Apple and Fitbit share the lead among consumers ages 18-24, Fitbit has a wide lead among older consumers, commanding 68% of wearables owners 55-64 and 60% of wearables owners 65 and older, according to Parks Associates.
“Fitbit leads among fitness trackers, and its entry in the smart watch market has been successful, but Apple generates substantially more revenue per device,” says Senior Analyst Kristen Hanich. “Companies in the wearables space are working to differentiate through new styles and capabilities and to create new revenues through companion services, like Fitbit’s strategy with its new Fitbit Premium fitness coaching service, designed to increase brand stickiness and add new value propositions.”