Analysis of the Physical Activity Enhancement Attributes of Smartwatches Using the IPA Technique: A Comparative Analysis of Apple and Samsung Smartwatches

The purpose of this study is to examine the differences in the physical activity-related attributes of smartwatches between the two brands (Apple vs. Samsung) with the highest market share as well as to explore consumers’ perceptions of the importance and performance of these smartwatch attributes through importance-performance analysis (IPA). To achieve the objectives of this study, we conducted a random sampling of 400 adults nationwide who own smartwatches and have experience using them for physical activities, focusing on users of the two leading smartwatch brands. After excluding 10 respondents who provided incomplete answers, a total of 390 datasets were used for the final analysis. The results of a series of t-tests showed statistically significant differences in all attributes (4 attributes related to self-monitoring, 4 attributes related to reward, 3 attributes related to social facilitation, and 1 attribute of convenience) except for wearability, ease of use, and concurrency between Apple and Samsung. Additionally, the results of the IPA on the physical activity-related attributes of smartwatches indicate different distributions in the IPA matrix between the two brands. These results offer meaningful guidelines for managers and marketers to make efficient resource allocations and rational decisions, ultimately enabling the development of more effective marketing strategies.