Report: Apple and Fitbit dominate the smartwatch and activity tracker segments

1010data is preparing to release the research results for the first half of 2015 that shows Apple has radically changed the smartwatch segment while Fitbit powers on as a force to be reckoned with.

Our wearable buying guide was posted last month with Fitbit ruling the activity tracker segment while the Apple Watch leads in the smartwatch category.

1010data assembled results from millions of online shoppers to evaluate three segments; activity trackers, smartwatches, and a combination of both as a complete wearables segment.

According to research from 1010data's Ecom Insights panel, Apple now has 42 percent of total dollars sold to date in 2015 with Fitbit in second place at 31 percent. In terms of units sold, Fitbit leads with 35 percent with Apple in second place at 11 percent.

In terms of retail store sales, leads with 42 percent of total dollars sold, followed by Amazon direct at 31 percent, Amazon Marketplace at 11 percent, Best Buy at 5 percent, and at 5 percent.


Data from the 1010data report indicates Motorola (33 percent), Pebble (23 percent), Samsung (16 percent), and LG (12 percent) led the smartwatch segment in the first quarter of 2015.

Apple released the Apple Watch in April and 1010data's panel results show that Apple has captured 88 percent of the smartwatch category. The Apple Watch is the best Apple product I've ever purchased and customer satisfaction remains very high.

The average selling price (ASP) of a smartwatch rose from $184 to a whopping $438 after the Apple Watch hit the market. The Apple Watch Sport 42mm space gray with black Sport band is the most popular model purchased.

Activity trackers

Apple leads the smartwatch market in dominating fashion, while Fitbit leads the activity tracker category. ZDNet's Larry Dignan recently reported on Fitbit's 2nd quarter 2015 financials, showing success as Fitbit now trades as a public company.

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Fitbit earned 62 percent of total dollars sold with Garmin (7 percent), Jawbone (5 percent), and Polar (4 percent) following far behind. Garmin and Polar both offer activity tracking functionality, but are primarily focused on the GPS running and focused exercise market.

The ASP of activity trackers is $84, far less than that of smartwatches. The best selling activity tracker so far in 2015 is the Fitbit Charge HR, which is exactly the one I recommend for those looking for activity tracking functionality without the GPS tracking capability.

This research comes from 1010data's Ecom Insights panel. The panel consists of millions of online shoppers in the U.S. who allow 1010data to anonymously track their online behavior for market research purposes, including e-commerce activity. All the details, including graphics and charts, will be published next week.