Quarter of Dutch consumers expect to buy smartwatch in next year

Thursday 10 October 2013 | 12:00 CET | Background

The Samsung Galaxy Gear smartwatch launched at the end of September in the Netherlands, and other companies such as Nissan and Qualcomm are preparing to launch their own wearable mobile devices. While smartwatches have been on the market already for some time - Sony claims to have launched the first in early 2012 - they are now starting to attract more attention. As a result Telecompaper asked 2,100 Dutch consumers in August whether they expect to buy a smartwatch in the next year. Around a quarter answered yes, with men more interested in the new product than women.

Just over a quarter (26%) of Dutch consumers said they expect to buy a smartphone within the next year (figure 1). Men are more enthusiastic, with a third saying they expect to buy a smartwatch, while just 19 percent of women plan to buy one of the new devices. 

Figure 1: Percentage positive responses, by gender (%). Source: TPCP August 2013 (n=2,097).

Smartwatch mainly interesting for gadget-lovers

Figure 2 shows the reasons why people are interested in smartwatches. Around 12 percent of Dutch consumers said they would like a smartwatch because they like gadgets; this is equal to almost half those who expect to buy such a device in the coming year. Trying new things and the convenience of the watch's features were both cited by 7 percent of all respondents as reasons for buying a smartwatch. Men cited all the reasons, apart from the convenience of the watch, more than women. 

Figure 2: Reasons to buy a smartwatch within the next year, by gender (%). TPCP August 2013 (n=2,097).

Four in ten see nothing useful in smartwatch

Almost three-quarters of Dutch consumers (74%) do not expect to buy a smartwatch in the enxt year (see figure 3). The most important reason is they see nothing useful in such a device (41%). This percentage is somewhat lower for men (39%). Furthermore, almost a fifth (18%) said a smartwatch is too expensive. Some 16% of women said the smartwatch was unattractive, while among men this was only 10 percent. Women were also less likely to know what their next smartphone will be, which is necessary for compatability with a smartwatch (10% of women vs. 7% of men). Finally, 6 percent of consumers said they don't like the look of a square watch, ruling out the current smartwatches for them. 

Figure 3: Reasons to not buy a smartwatch in the coming year, by gender (%). TPCP August 2013 (n=2,097)

BlackBerry, iPhone users more interested in smartwatch

While a quarter of Dutch consumers said they expect to buy a smartwatch, this percentage was much higher among BlackBerry (42%) and iPhone users (41%); see figure 4. However, neither BlackBerry nor Apple have announced plans for such a device, although rumours have circulated of Apple planning one. Nokia users are less enthusiastic about smartwatches, with only 16 percent saying they expect to acquire one in the coming year. Nokia users also more often say they are not as handy with IT (reason for not buying, not shown in graph). Nokia users are also usually older than the average mobile phone user, which could be another reason for not being interested in smartwatches. iPhone users said more often they are interested in trying new things and like gadgets. 

Figure 4: Percentage positive responses, by handset brand (%). Source: TPCP August 2013 (n=2,097).

This research is based on the Telecompaper Consumer panel. The survey was conducted in August 2013 (n=2,097). Panel participants are aged 12-80, and results are stratified according to age, sex and education. For more information about the research possibilities of our panel, please contact Tine Niezink (tine@telecompaper.com). 

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