Abandonment rate of smartwatches is 29%, and fitness trackers 30%, as people find little use with these fragile devices, a Gartner survey has found. “The abandonment rate of smartwatches is 29%, and 30% for fitness trackers, because people do not find them useful, they get bored of them or they break,” research firm Gartner’s survey said underlining the need for more compelling value proposition to drive greater adoption of such devices. Also Read - Apple led the growing wearable pack in Q4 2020, Xiaomi followedAlso Read - Garmin Venu SQ series of smartwatches launched in India: Price, availability, features
Terming the dropout from device usage as a “serious problem” for the industry, Angela McIntyre, research director at Gartner said that the abandonment rate is “quite high relative to the usage rate”. “To offer a compelling enough value proposition, the uses for the wearable devices need to be distinct from what smartphones typically provide. Wearables makers need to engage users with incentives and gamification,” McIntyre added.
The Gartner personal technologies study surveyed 9,592 online respondents from Australia, the US and the UK between June and August 2016 to track consumers’ attitudes towards wearables, particularly buying behavior for smartwatches, fitness trackers and virtual reality (VR) glasses. The survey found that smartwatch adoption is still in the early adopter stage (10%), while fitness trackers have reached early mainstream (19%). Only eight percent of consumers had used VR glasses/head-mounted displays (excluding cardboard versions).
The survey found that people typically purchase smartwatches and fitness trackers for their own use, with 34% of fitness trackers and 26 percent of smartwatches given as gifts. “Continued growth in the adoption of smartwatches and fitness trackers will now be from mainstream consumers instead of early technology adopters,” said McIntyre. The greatest hurdle for fitness tracker and smartwatch providers to overcome is the consumer perception that the devices do not offer a compelling enough value proposition, she added. ALSO READ: Wearables market increases by 3.1 percent in Q3 2016, Apple takes fourth position: IDC
Survey respondents indicated that wearable devices are priced too high, in relation to their perceived usefulness. This provides an opportunity to wearable providers who do not have a strong brand name to come out with good quality alternatives priced significantly lower than the top brands, it pointed out. ALSO READ: Indian-origin researchers develop wearable tracking device
According to the Gartner survey, the US is leading smartwatch usage at 12%, with the UK at 9% and Australia at 7%. US also led fitness tracker usage at 23%, with the UK at 15% and Australia at 19%.