Two thirds of Brits 'not aware of the smart watch concept'


Less than a third of people in the UK have any idea what a “smart watch” is, at a time when global technology brands such as Apple and Samsung are strongly rumoured to be developing these wearable devices, according to a new report.



The study, from online survey firm SurveyGoo, examined national awareness of this nascent sector.

It also wanted to find out more about people’s watch-wearing habits, which it believes are crucial factors in the success of failure of the “smart-watch” market.

The research found that only 31% are aware of the term “smart watch” and that younger people in the UK - 25-34 and 35-44 age groups - are most interested in these devices.

It also reports that almost a third of those polled do not wear a watch and fewer than 10% wear a digital watch, while medium-cost analogue watches are most popular.

However, around a third of respondents enjoyed buying watches and own several watches, particularly among the older age groups (35-44 and 55-64).

Interestingly, despite the strong focus on the sports sector for the smart watch concept, there is not much interest from health and sports conscious consumers, according to the survey.

Neil Cary, founder and managing director of SurveyGoo says: “We think the survey shows that there is more resistance to the smart watch concept than many brands may have realised and that the watch-wearing habits of consumers may have a significant impact on the growth of this nascent market.”

About the smart-watch survey

• A survey of 429 people undertaken on 9th April 2013
• National sample, using quality assured online research panels provided via
• Questionnaire and analysis provided by Surveygoo Add On Services
• Confidence interval of +/- 4.73 at 95% confidence level and +/- 3.97 at 90%


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