Gartner Research

Drive Smartwatch Adoption by Better Understanding Your Target Demographic

Published: 17 August 2017

ID: G00334606

Analyst(s): Roberta Cozza , CK Lu


The smartwatch market is set to be one of the highest wearable categories unit-wise by 2021. Technology product management leaders must maximize the differences between regions and types of users to exploit further opportunities in the smartwatch market.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • High adoption rates of smartwatches among elite, high-income users in China and India will require technology product management leaders to take regional-specific actions that take into account local market dynamics
  • Replacement and first-time buyers value current smartwatch use cases and features differently, which creates a need for technology product managers to develop a diversified portfolio, feature set and product positioning that can address the needs of these buyer groups across countries
  • The top reasons why smartwatch users stop using their smartwatches are their lack of usefulness, they are uncomfortable to wear, or they were lost or broken, and product managers need to focus and add new value and address design and wearability issues to appeal to lost smartwatch users

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