Fun versus Function

Men Buy Wearables for Tech Appeal While Women Buy for the Benefits


15% of men and 12% of women plan to buy a fitness tracker in 2014. Men are primarily driven by the appeal of new technology, while women mostly intend to buy one to get fit

60% of men consider themselves early adopters of technology, admitting to being the first amongst their friends to buy the latest electronic devices. This is a stark contrast to 41% of women who refrain from purchasing the latest technology until it is established and proven. This is according to recent research from technology and tech analysts CCS Insight.

The research surveyed 4,000 people in the UK, the US, China and Brazil on their perceptions of wearable technology including usage patterns, awareness and current ownership, revealing some significant differences between men and women's attitudes to wearable devices.

For men interested in these gadgets, purchases are primarily driven by the thought of owning new technology; in contrast women interested in wearables say they’ll buy the device to get fit or help lose weight.

"When it comes to wearable tech, it’s clear that men will purchase devices because they are the newest shiny items on the shelf, while women are much more interested in the functionality of devices and the benefits they can bring to their lives" said George Jijiashvili, wearables analyst at CCS Insight. "Consumer electronics companies need to make sure they're marketing these devices in ways that fit with how and why people buy and use them."

Key findings of the survey are included below.

Men think they are more tech-savvy and are more likely to purchase a wearable device

  • More men see themselves as early adopters of technology than women. 60% of men considered themselves as early adopters, versus 51% of women.
  • Similarly, more men said they expect to buy a wearable device by the end of the year than women.
    • 16% of men and 10% of women said that they expect to buy a smartwatch this year.
    • 15% of men and 12% of women said they expect to buy a fitness tracker this year.

Awareness of wearables is high, but few have bought or used one

  • In the UK and the US, 75% of respondents are aware of smartwatches, compared with 63% in CCS Insight's 2013 survey. But only 3% of people own and use one, while 2% own one but no longer use it.
  • In the UK and the US, 75% of respondents are aware of fitness trackers, an increase on the 54% who said they were aware of them in CCS Insight’s 2013 survey. But only 6% are using them, while 7% own one but no longer use it.

Fitness trackers are under threat from smartwatches and smartphones

  • Of those fitness tracker users who said they don't plan to upgrade their existing wearable device, 22% said they'd use a smartphone to do perform the same function and 14% said they plan to use a smartwatch.

About CCS Insight

CCS Insight is a global analyst company focussing on the mobile, Internet and media industries. It provides comprehensive services that are tailored to meet the needs of individual clients, helping them make sense of the connected world. Follow CCS Insight on Twitter.

For further information contact:

Hugo Deacon
0207 861 2842
This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Hot News

Team Tweets

CCS Insight
RT @MarinaKoytcheva: Honoured and happy to be part of the Women in Tech feature of Intercity Tech Magazine: https://t.co/hBEiZ57LAf Such…
Follow CCS Insight
Shaun Collins
RT @geoffblaber: There's some superb insights in our Tech Enthusiast survey across Wearables, VR & Smart Home. Average respondent owned 1.5…
Follow Shaun
Ben Wood
Adidas out of wearables as it disbands it’s Digitals Sports biz. Interesting to see what happens to @Runtastic… https://t.co/8ZA4mdzKIj
Follow Ben
Martin Garner
RT @MarinaKoytcheva: Honoured and happy to be part of the Women in Tech feature of Intercity Tech Magazine: https://t.co/hBEiZ57LAf Such…
Follow Martin
Geoff Blaber
I've heard this before.. "consumer opinion will limit the impact of the #NetNeutralty reversal". I don't buy it. It… https://t.co/fXrLjShY96
Follow Geoff
Marina Koytcheva
RT @CCSInsight: Our survey of 2,100 tech enthusiasts shows many have plenty more smart gadgets on their shopping lists https://t.co/DaaVoF8…
Follow Marina
Nicholas McQuire
Goodbye San Jose. A big thanks to @CitrixAR for hosting a superb event with such great content. Look forward to nex… https://t.co/E9o6ZISYuO
Follow Nicholas
Paolo Pescatore
This evening’s Premier League match #MCITOT has a 360 degree livestream & video clips within enhanced player of BT… https://t.co/LroiLAuF0u
Follow Paolo
Kester Mann
Disappointed @O2 didn't stick this out for longer. Was always going to take time to articulate benefits and initial… https://t.co/I2vfrqUnUr
Follow Kester
George Jijiashvili
RT @MarinaKoytcheva: Honoured and happy to be part of the Women in Tech feature of Intercity Tech Magazine: https://t.co/hBEiZ57LAf Such…
Follow George
Laura Simeonova
RT @CCSInsight: Optimization for artificial intelligence defines competitiveness in mobile chipsets in 2019 and beyond #ccspredicts https:/…
Follow Laura
Katie Taylor
RT @guardianscience: Scientists make first ever attempt at gene editing inside the body https://t.co/e8u0BT9a09
Follow Katie

Recent Blog Posts

Blog Post
Will Car Ownership Soon Be a Thing of the Past? Singapore Launches an Electric Car-Sharing Scheme On Tues... Read more
Blog Post
Survey Signals Appetite for More Devices CCS Insight Research Reveals Huge Demand for Smart Gadgets a... Read more
Blog Post
Brute Force Verizon and NFL Ink Five-Year, $2 Billion Streaming Deal On... Read more
More blog

Latest Company News

Blog Post
CCS Insight Predicts 1 Billion Users of 5G by 2023, with More Than Half in China 5G to take off faster than any previous mobile technology ... Read more
More news

CCS Insight on

Watch the CCS Insight channel on YouTube. > Follow us now