Wearable brands

Wearables brand rankings in the U.S.

Apple leads the brand awareness, usage, and loyalty rankings in the U.S. wearables market, while its main competitors are other consumer electronics giants such as Samsung, Sony, or LG. Meanwhile, despite a lower brand recognition, wearables and tracker specialists like Fitbit and Amazfit enjoy almost as high usage shares among consumers who know the respective brands.

Insights

Apple beats Samsung in brand awareness
adidas and Fitbit share third place in usage share
With 84 %, Michael Kors enjoys exceptionally loyal customers

Brand awareness

Apple, Samsung, adidas, and Sony fly high

The wearables market in the United States is dominated by the usual suspects, including Sony, adidas, Samsung, and Apple, with each one of these brands enjoying stellar recognition among U.S. consumers. Also scoring high on our awareness ranking is LG, whereas Fitbit – that once single-handedly dominated the wearables market up until a few years back – seems to have a bit of catching up to do. Brands like Withings, Blackview, and realme, on the other hand, lie at the bottom of our list, having been recognized as wearables brands by around or less than one-fifth of consumers in the United States.

Brand usage

Apple outpaces competition in wearables usage share

Apple leads the wearable brand usage ranking in the U.S., boasting a usage rate of almost 40 percent among those familiar with the brand. Samsung, adidas, Fitbit, and Amazfit are neck and neck, each around 22 percent usage rate, followed closely by Blackview. Brands like Fossil and Garmin sit in the middle of the pack, while Xiaomi and Withings have less than 10 percent usage. This data suggests a competitive market with Apple at the forefront and several brands vying for second place.

Brand loyalty

Once an Apple, always an Apple

There is no shortage of wearable brands in the market. But when it comes to consumer loyalty, not all of them can count on their users in the long run. This, however, isn’t the case with Apple, Samsung, Miachael Kors and - surprise - Withings, all of whom can count the most loyal wearables customers in the U.S. The same cannot be said about Blackview, Fitpolo, and Asus, as they lie on the other end of our loyalty scale.

Published November 20, 2023

Brand KPI deep dive