Price, Unique Features Stumbling Blocks to Widespread Smartwatch Adoption, Says ABI
Just 35 percent of respondents in a recent ABI Research study are considering buying a smartwatch in the next 12 months, said ABI Monday. More than 80 percent of those not interested said their primary reason for not buying a…
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smartwatch is that they believe their smartphones can adequately address all the necessary functions a smartwatch can provide, said NPD. Most consumers have the impression a smartwatch “is a smartphone accessory rather than an independent device," said analyst David McQueen. But McQueen said consumers could warm to smartwatches if manufacturers strategically brand them separately from a smartphone. Pricing is critical, said McQueen. Only a quarter of respondents who expressed interest in buying a smartwatch said they would pay more than $300 for one, NPD said. The average selling price of a smartwatch last year was $316. Fashion is also a major consideration. Survey responses indicate “a fashionable appearance” ranks higher than voice or audio capabilities for consumers. "Although respondents perceive voice functionality as less important, voice interaction will help fit more features in a smaller, fashionable package," said analyst Sam Rosen. Also, popular consumer smartwatch features -- message and phone call alerts -- are trickling down to basic, lower cost fitness bands and traditional watches, “further reducing the value to undecided users," said Rosen.