Approximately 10% of smartwatch owners have different goals for those in their 30s or younger and those in their 40s or older / "Smartwatch" Ranking: Apple Apple Watch SE tops the list of usage rates

In the survey conducted from July to August 2021, "Apple Apple Watch SE" was the highest usage rate, and "Apple" was also the highest usage rate by manufacturer. ▼ "Apple Apple Watch SE" https://www.apple.com/jp/apple-watch-se/ At Woman Research, we conducted a survey on "smart watches" for web members nationwide. Of the 665 respondents, 11.3% “have” a smartwatch, which is only about 10%. However, 44.1% of those who "do not have" answered "interested", indicating a high level of interest. Many of the reasons why they did not purchase even if they were interested were "the price is high", "I don't know which one is better", and "I'm not sure if I can master it". As for functions other than clocks that are frequently used on smartwatches, 78.7% of respondents said that they would like to manage the amount of activity such as steps and calories burned, followed by email and SNS notifications (45.3%) and heart rate monitor (29.3%). The use of "electronic money" remained at 5.3%. This time, we asked about smart watches in detail, such as the points that were emphasized when purchasing. "Apple Watch SE" user, who won the first place in the usage rate (Table 1), said, "Not only is it easy to know when an email arrives, but it's cool, so you can use it in any situation." (20s, Shizuoka Prefecture) A voice was sent. In terms of usage rate by manufacturer, "Apple" was ranked first (Table 2). The most common reason for purchasing a smartwatch was “for health management” (68.0%), followed by “measurement of daily activity (number of steps taken, calories burned, etc.)” (64.0%), and “recording and managing sleep” (64.0%). (multiple answers allowed). However, while "Recording and managing sleep" was the third highest among those in their 40s and over at 40.9%, among younger generations in their 30s and below, "I wanted to use notification functions such as e-mail" (32.3%) ranked third. "Because it has many functions" (25.8%) ranked 4th, indicating that the purpose differs depending on the generation (graphs 1 and 2).

24.0% of respondents gave the most emphasis on the "low price", followed by "brand/manufacturer name" (17.3%), "activity measurement function" (10.7%), and "easy to use". ”(9.3%) and ”size/weight of the main unit”(6.7%). Among those who purchased it within the past year, "I started walking, so I bought it to check how far I'm walking." I bought it because I was sick (to manage my physical condition)” (Hokkaido, 50s). Also, when asked about points that made them hesitate when purchasing, in addition to functionality and price, they always said, "There are various designs, so I was at a loss, but I chose a design that can be used both on and off" (30s, Osaka Prefecture). There were multiple comments on the design that fits in any situation because it is something you wear.

[Survey overview] Period: July 23-August 5, 2021 Conducted an online survey of "Anfan Web" and "Gyutte Web" members and Kodomo Ribingu questionnaire members / Survey target: Apple Apple Watch SE/Apple Apple Watch Series 6/OPPO OPPO Watch/Garmin vívomove 3/3S/Garmin Venu Sq/SAMSUNG Galaxy Watch/Xiaomi Mi Smart Band 6/Xiaomi Mi Watch/SKAGEN FALSTER 3/SUUNTO SUUNTO 7/Huawei Band 6 / Huawei WATCH FIT / Fitbit Sense / Fitbit Charge 4 / FOSSIL Generation 5E Smart Watch / FOSSIL Hybrid Smart Watch HR / POLAR IGNITE / Others (in alphabetical order) [Respondent Profile] Area: 665 women nationwide / Age: 20 3.6% in their teens, 28.4% in their 30s, 36.2% in their 40s, 31.8% in their 50s or older/single 21.7%, married 78.3%/with children 72.3%, without children 27.7%. Click here https://forms.gle/zy7gyo7mn8eTQQt48

Kodomo Ribing Co., Ltd. is an information magazine for kindergarteners and moms in the Shogakukan Group ”, “Gyutte”, women research, etc. It is a media company that develops “research business” for women, moms, dads, and nursery teachers. At Woman Research, we will continue to conduct and report surveys on various themes. For the company that won the first place, we also propose the use of the award logo and survey data. The award-winning logo and number one notation can be used in a wide range of applications such as advertisements, storefront tools, business negotiation materials, brand sites, and SEO measures. Please contact us for more information. [Woman Research Past Ranking] ・Set meal chain https://enfant.living.jp/mama/woman_research/871182/

Inquiries regarding this release Business Development Team, Media Business Department, Business Headquarters, Kodomo Ribingu Co., Ltd. E-mail: woman.research@kodomoliving.co.jp