| Category | |
|---|---|
| Awareness | 57.0% |
| Popularity | 17.0% |
| Usage | 11.0% |
| Loyalty | 8.0% |
| Buzz | 11.0% |
Wearable brands
Garmin brand profile in the U.S.
Garmin is recognized by a significant number of consumers in the wearables audience, but this awareness doesn't fully convert into usage or popularity. Baby Boomers have the highest awareness of the brand, followed by Millennials. However, the brand scores lowest with Gen Z across all our brand KPI metrics, indicating potential for growth. In terms of lifestyle priorities, Garmin users prioritize having a good time and career advancement more than non-users.
Brand KPI profile
Garmin grabs attention, yet grapples with goodwill
The data reflects that Garmin enjoys a substantial awareness rate in the wearables audience. However, this familiarity doesn't entirely translate into popularity or usage. This suggests that, while the brand's visibility is high, it has not been able to fully capitalize on it to secure a substantial market share or convert awareness into actual sales. Loyalty towards the brand stands at a modest 7 percent among wearables users, indicating room for improvement in customer retention strategies. Finally, the buzz around the brand is relatively low, suggesting a need for more engaging marketing efforts to stir consumer interest and chatter.
Generations
Struggling with Gen Z
Garmin enjoys the highest awareness among Baby Boomers, followed by Millennials. However, all other brand KPIs follow a different pattern. The brand resonates best with the older generations like Baby Boomers and Generation X, while the youngest generations in our survey leave room for improvement. Gen Z scores lowest in our popularity, usage, loyalty, and media buzz metrics.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 57.0% | 35.0% | 64.0% | 62.0% | 78.0% |
| Popularity | 17.0% | 11.0% | 16.0% | 19.0% | 32.0% |
| Usage | 11.0% | 7.0% | 10.0% | 13.0% | 18.0% |
| Loyalty | 8.0% | 5.0% | 6.0% | 11.0% | 15.0% |
| Buzz | 11.0% | 7.0% | 10.0% | 16.0% | 17.0% |
Life values
Garmin users are more about having a good time
Garmin users in the U.S. show a slightly stronger inclination towards the importance of having a good time, advancing their career, and making their own decisions compared to the general population and non-users of the brand. This suggests that Garmin users might be more career-oriented and value independence. On the other hand, traditional values like – tadaa – traditions or a happy relationship seem to be less important to Garmin users.
Published November 21, 2023
| Category | Total | Garmin user | Non-user |
|---|---|---|---|
| An honest and respectable life | 46.0% | 47.0% | 46.0% |
| A happy relationship | 45.0% | 36.0% | 46.0% |
| Safety and security | 38.0% | 38.0% | 38.0% |
| To be successful | 35.0% | 36.0% | 35.0% |
| Making my own decisions | 33.0% | 36.0% | 33.0% |
| Having a good time | 30.0% | 36.0% | 30.0% |
| Learning new things | 28.0% | 26.0% | 28.0% |
| Advancing my career | 17.0% | 22.0% | 16.0% |
| Traditions | 15.0% | 10.0% | 15.0% |
| Social justice | 13.0% | 14.0% | 13.0% |
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