Wearable Electronics in Australia

PROSPECTS

Activity bands’ popularity continues to fall in 2018

Activity bands experienced sharp declines in volume and value terms due to consumers opting to purchase alternative products such as smartwatches and activity watches. Activity bands are known to help consumers track fitness activities such as step counting, swimming, running and others.

Trend towards activity watches

Activity watches experienced another year of growth in volume and value terms. Australians embraced the trend for fitness tracking through smart wearables as well as utilising such products to perform daily tasks such as responding to messages, checking emails and making payments.

Activity watch (analogue) continues to capture important segment of consumers

A category that has also continued to perform well in 2018 is activity watch (analogue). It benefits from increased interest from an emerging consumer group that prefers traditional watch designs.

COMPETITIVE LANDSCAPE

Apple retains its lead of smart wearables

In 2018, Apple continued to experience healthy volume sales for its Apple Watch range, with the company releasing its new Series 3 in September 2017. The smart watch has several new features such as 4G cellular connection that will enable the user to receive calls and answer them directly from their watch.

Garmin Australasia Pty Ltd emerges as category leader in activity wearables

Garmin Australasia strengthened its position in activity wearables as it experienced a positive year in volume sales. Despite suffering declines within its activity tracker range, the company recorded growth in other activity wearables such as activity watches.

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