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Apple tops coolest wearables poll

Steve Rogerson
October 29, 2015
Apple has been voted the coolest brand for wearable technology, beating off competition from Samsung, Google, LG and Sony.
The survey by Juniper Research found that smartphone users, regardless of their mobile preference, consider Apple the coolest brand for wearable technology. But it found that only one in five consumers would be willing to pay more than $175 for a wearable of any sort.
Technology brands are still considered the best for wearables, with fashion and sports brands lagging behind. The smartwatch market is moving towards a duopoly of Apple and Samsung, with more than 75 per cent of respondents preferring either Apple or Samsung.
Despite the prevailing opinion that wearable devices need to be more fashion oriented, it was apparent that non-technology brands were not popular, with no fashion or sports brand supported by more than three per cent of respondents.
The survey asked more than 2000 smartphone users (1003 in the UK and 1028 in the USA) aged 14 and over about their use of and attitudes towards wearable technology. The resultant ranking was:

1. Apple
2. Samsung
3. Google
4. LG
5. Sony
6. Nike
7. Rolex
8. UnderArmour
9. Tag Heuer
10. Ralph Lauren
11. G-Shock
12. Chanel
13. Microsoft
14. Motorola
15. Adidas
16. Omega
17. Breitling
18. Huawei
19.  Garmin
20. Pebble
21. Xiaomi
The survey also revealed that, even with tech savvy buyers, the value proposition for wearable devices still remains unclear for many. Juniper cites the lack of a convincing use case as being one of the main barriers. Conversely, fitness wearables have a very clear use case, and have consequently become the most popular wearables category, for example activity trackers have a definite purpose and use case.
“As well as a more definite use, fitness devices also win on value,”said Juniper Research analyst James Moar.“They are the least costly wearables in the market, and the only category consistently under $175, which our survey identifies as the price ceiling for most consumers.”
Battery life was relatively unimportant, only deterring four per cent of respondents from buying a wearable. While iOS users were more likely to buy a wearable in the near future than Android users, there was little difference in the type of device they were likely to buy.