• by Aaron Baar , July 2, 2015

Although still a relatively new product category, consumers are liking what they’re getting so far out of smartwatches and wearable fitness trackers. 

According to J.D. Power & Associates’ inaugural Fitness Brand Device Satisfaction report (which covers both fitness band trackers and smartwatches), consumers’ overall satisfaction is high, scoring an average 839 on a 1,000-point scale (with the more complex devices getting higher scores). 

“They’re meeting and exceeding expectations at this point,” Kirk Parsons, senior director and telecom, media and technology practice leader at J.D. Power, tells Marketing Daily. “As you go up the technology ladder — and as the devices become more complex — satisfaction rises. The more features and services you have the more [satisfaction] you’re going to get.”

Samsung ranked the highest in customer satisfaction, garnering a score of 860 and scoring well across all nine factors (reliability; price; ease of use; variety of features; comfort; battery life; durability styling and appearance, and availability of apps). Fitbit came in second, with a score of 839. The Apple Watch, which had only been available for a few weeks before survey data was collected, was not measured. The company’s presence in the category could alter the ratings in the next go around, Parsons says. 

“Apple’s first iPhone changed the category,” Parsons says. “I expect that will happen [with smartwatches].”

As smartwatches and fitness trackers reach deeper penetration, however, it will be interesting to see how satisfaction levels change. “As people get used to smartwatches, [and learn] what they can and can’t get out of them, you’ll see more complaints about the technology,” Parsons says. 

In the meantime, smartwatch makers should focus on ensuring the products work seamlessly with smartphones and other devices, as they will be largely dependent on them for full functionality, Parsons says. “They should concentrate on the ease of use and syncing,” he says. “The display isn’t going to change much.”