Amazfit brand profile in the U.S.
Amazfit has considerable potential for growth. Over a third of the wearables audience is aware of the brand, with its highest recognition among Millennials and Gen Z. However, only a small percentage of respondents rates the brand positively and reports usage of Amazfit's wearables. Brand loyalty is also relatively low. Amazfit's strongest market lies within younger generations. In terms of values, Amazfit users prioritize success, honesty, and learning new things more than non-users of the brand.
(Not) an underdog in the wearables market
In the U.S. wearables market, Amazfit is a brand that still has substantial room for growth. Brand awareness for Amazfit is currently over 40 percent in the wearables audience. However, this has not translated into widespread popularity. When it comes to actual usage, Amazfit lags further behind. The buzz metric, which measures word-of-mouth promotion, is on par with the brand's usage share. In conclusion, while Amazfit has managed to gain a certain level of brand recognition among U.S. consumers, it has yet to convert this into significant popularity, and usage.
Vibing with Millennials
Amazfit shows varying degrees of recognition and usage across different generations. Among Millennials, the brand has the highest awareness, followed by Gen Z and Generation X. In terms of popularity, usage, loyalty, and buzz, the pattern follows a similar trend with Millennials leading, while Generations Z and X trail. This data suggests that Amazfit’s strongest market lies within the younger generations, especially Millennials, leaving potential for growth in the Gen Z and Generation X demographics.
Note: In this graph, the data for Baby Boomers has a comparatively low number of respondents, limiting its significance.
Amazfit users value their independence
Amazfit users prioritize making their own decisions, advancing their career, and social justice more than non-customers of the wearables brand. Meanwhile, U.S. consumers overall as well as non-users of Amazfit prioritize leading an honest and respectable life more, as well as having a happy relationship.
Published November 21, 2023
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