Samsung topples Xiaomi to lead the Smart Band space

The devastating impact of the pandemic forced everyone to rethink personal health. Amidst the restrictions on movement, and long work-from-home hours, people felt the urge to become fit and healthy and started investing in smart bands. Globally, the smart band market reached a volume of 46.5 million units in 2021 and is expected to reach 59.1 million units by 2027.

Smart Band – Brand Affinity Index

*All the graphs show the top 5 brands' scores only

Last year, we saw people’s good faith in Xiaomi, but this time it has been toppled by Samsung. In our affinity index, Samsung is the clear winner with a 95 percent score. Fastrack became the first runner-up with an 89 percent score, followed by Xiaomi (82 percent), boAt and OnePlus (81percent), and Noise (78 percent).

Smart Band – Spontaneous Brand Awareness

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Most of our respondents were able to recall Xiaomi spontaneously as the smart band brand with a 92 percent score. Though, Fastrack wasn’t far behind and scored 90 percent. Samsung came in the third spot with 89 percent, followed by Fitbit (82 percent), and OnePlus (81 percent).

Smart Band – Current Usage

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When we asked users which brand they are using currently, Samsung won the segment (13 percent), but with a thin margin. Last year, Samsung was nowhere in the top five list; Xiaomi was leading the charts followed by Fitbit and Fastrack. This year, Xiaomi came in second with a 12 percent score, followed by Fitbit (9 percent), Fastrack (8 percent), and Amazfit, Noise, and Realme (7 percent)

Smart Band – Future Purchase Consideration

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In our last year’s survey for future purchase consideration, most respondents were in favor of Xiaomi with a 48 percent score, and Samsung was in the fourth spot with a 25 percent score. This year, Fastrack won the segment with a 52 percent score replacing Xiaomi (40 percent). Xiaomi shared the second spot with Samsung. the boAt won the third spot with a 27 percent score followed by Fitbit (23 percent) and OnePlus (22 percent).

Smart Band – Overall Brand Satisfaction

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As our survey findings already pointed to the fact that the future can be with Samsung, the user satisfaction score also validated the same. Samsung users were highly satisfied with a 99 percent score, followed by OnePlus and boAt (98 percent), Amazfit (97 percent),  Noise and Realme (96 percent), and Fastrack (95 percent). Xiaomi wasn’t able to make it to the top five.

Smart Band – Brand Loyalty

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In loyalty as well, Samsung leads along with OnePlus with 99 percent scores. the boAt came next with a 98 percent score followed by Noise (97 percent), Fastrack (95 percent), and Lenovo (93 percent). Samsung was in the fifth spot last year.

Smart Band – Brand Advocacy

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When we asked users whether they would like to recommend their brands to others, interestingly, OnePlus scored the highest (100 percent) and Samsung was just one step behind with a 98 percent score. OnePlus was not even in the top five list last year. boAt and Noise shared the third spot with 95 percent scores followed by Fastrack (86 percent) and Amazfit (75 percent).

Smart Band – Reasons for using current Brands

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Samsung was the preferred choice of our respondents for its brand name and after-sales support/service, while Fastrack was considered for its quality and after-sales support/service. Xiaomi smart bands were considered for their price, boAt for quality, and OnePlus for the brand name.

Highlight - Xiaomi losing its grip, Samsung and OnePlus moving up ranks

By  Satya Sundar Mohanty, CyberMedia Research

Ashok Pandey & Soma Tah, PCQuest

  pcquest@cybermedia.co.in