The value of North America's wearable band market in Q2 2020 remained flat year-on-year at US$2 billion, despite shipments growing 10% annually. The average selling price declined 11% to US$235 due to a boom in low-end activity trackers and 30% year-on-year growth for Apple Watch Series 3.
Notably, North America was only one of two regions to grow quarter-on-quarter. Budgeting, likely due to COVID-19, resulted in remarkable growth among lesser known brands of activity trackers.
Canalys Analyst Vincent Thielke commented, “Americans invested heavily in sub-US$50 trackers during the pandemic to stay accountable for the greater amount of time spent at home. Amazon’s Q3 introduction of the Halo tracker was timely, following two back-to-back quarters of strong activity tracker sales. Subscription-based companion apps helped Fitbit and less-familiar players like Whoop better differentiate themselves against the vast array of devices sold online. Turnkey service offerings proved a surprising pandemic winner as social distancing discouraged personal trainers and exercising in close proximity to others.”
Apple captured 37.6% of the market in Q2 2020, significantly more than Fitbit at 19.3%. More details can be found in the charts below!
You can purchase an Apple Watch Series 5 on sale starting at $384.99 and an Apple Watch Series 3 starting at just $169.