FITBIT

Brand is the best-known name in wearables, even though Apple owns the Market

The Manifest has conducted a study to find out which name was most familiar in the wearables sphere. 77% of those polled were able to name Fitbit in this context, compared to 73% for the next most recognized name ("Apple Watch"). Ironically, the latter sold a million more units in the second quarter of 2019 (2Q2019) than the former.
The Manifest has published the results of a new study on the best-known wearables in the US. 581 consumers were surveyed in 2019 to find out which names were the most recognizable in this space. When these responses were analysed, it was found that Fitbit had scored the highest in this regard, with Apple Watch a close second. This, however, does not correspond completely to market share; in this respect, the latter maintains a clear lead whereas the former trails behind.
The study found that the 7 most prominent terms looked for turned out to be "Fitbit" (77%); "Apple Watch" (73%); "Samsung Gear/Galaxy Watch" (48%), "Google Glass" (27%), "Amazfit Bip" (16%); "Snapchat Spectacles" (12%) and "Garmin Forerunner" (12%). This suggests that being a well-known wearable may not equate to being a successful one.
Despite Fitbit's apparent levels of awareness in their space, the Apple Watch series remains the most successful. Recent market analysis has shown that the Cupertino giant commanded 37.9% of this market in 2Q2019, whereas Fitbit recorded 24.1% of the same. 2.9 million units of the former's smartwatch were sold in the same quarter, an impressive 32% more than in 2Q2018. By comparison, Fitbit sold 18% more units quarter-on-quarter, although its market share fell by 4.2% over the same time period.

by Deirdre O Donnell