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Published
Mar 11, 2015
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New research reveals Brits' attitude to smart watches

Published
Mar 11, 2015

In the run-up to the launch of Apple's smartwatch on April 24, British marketing and experiential agency Fizz found that 73% of UK customers are open to buying wearable tech.

The Sony Smartwatch 2 - Sony


Nearly half of Brits, 45%, are willing to spend £111 on a newly launched piece of wearable technology. This equates to a potential £35m across the UK adult population. Most people (41%) learned about the products online, with 32% learned about them from friends and family, and 23% from social media reviews.

What Brits were most interested in was wearable technology that will help you get fit, with 53% saying they would like to invest in that. Second most popular was wearable technology to alter style and appearance (27%). Though 48% of consumers said they had heard of the Apple Watch, just 21% know how it will work and what it can be used for. Sony's Smartwatch was familiar to 33% of consumers, but just 16% of them know what it does.

Jill Pinner, chairman and founder of Fizz Experience, said. "There is huge growth predicted in the wearable technology sector in 2015 with some big launches planned. Considering how new the concept of wearable technology is to the general public it is extremely encouraging to see such a high percentage of Britons wanting to invest in a piece of wearable technology."

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