If you have followed the data on demand for smart watches lately, results of the new study from the marketing firm Strategy Analytics will not surprise you. Not at all indeed.

The total number of sold smartwatches for 2016 has reached 21.1 million, but the term “growth” is correct only technical, as this amount represents only 1.4% increase over those 20.8 million units sold a year earlier.

Global Smartwatch Vendor Shipments (Millions of Units) Q4 ‘15 2015 Q4 ‘16 2016
Apple 5.1 13.6 5.2 11.6
Samsung 1.3 2.7 0.8 2.4
Others 1.7 4.5 2.2 7.1
Total 8.1 20.8 8.2 21.1
Global Smartwatch Vendor Marketshare % Q4 ‘15 2015 Q4 ‘16 2016
Apple 63.0% 65.4% 63.4% 55.0%
Samsung 16.0% 13.0% 9.8% 11.4%
Others 21.0% 21.6% 26.8% 33.6%
Total 100.0% 100.0% 100.0% 100.0%
Total Growth: Year-over-Year (%) 315.6% 352.2% 1.2% 1.4%
Source: Strategy Analytics

If the whole picture of stagnation is good news, it is undoubtedly for Apple, whose Apple Watch is the best selling smartwatch for 2016. The company was responsible of 11.6 million units or whole 55% of total sales.

A distant second place is Samsung, whose watches have sold 2.4 million copies. However, the results of both companies are lower than those in 2015, the decline is between 10 and 15 percent.

Meanwhile Samsung has released Gear S3 at the end of last quarter, so thanks to him at the beginning of 2017 we can see better results. Or not.

Neil Mawston, Executive Director at Strategy Analytics, said, “Global smartwatch shipments grew 1 percent annually from 8.1 million units in Q4 2015 to 8.2 million in Q4 2016. The fourth quarter marked a return to growth for the smartwatch industry after two consecutive quarters of declining volumes. Smartwatch growth is recovering slightly due to new product launches from giant Apple and stronger seasonal demand in major developed markets like the US and UK. Global smartwatch shipments grew 1 percent annually from 20.8 million in full-year 2015 to a record 21.1 million in 2016.” Source: Strategy Analytics

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