Only 1 in 10 Smartphone Owners ‘Very Likely’ to Buy a Smartwatch

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By Fortune / Philip Elmer-DeWitt
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There are several surprises in the survey results issued Monday by UBS’ Steve Milunovich. Of an initial 4,000 smartphone owners drawn evenly from four countries (U.S., U.K., China, Italy):

  • Italians were most compliant responders (71%), Americans the least (33%).
  • 70% of respondents owned at least one watch, with Americans the most likely not to own (38%), Italians the least (18%).
  • 10% of smartphone owners said they were “very likely” to buy a smartwatch in the next 12 months. Another 17% were “somewhat likely.”
  • Samsung Gear was the most likely device to be purchased (37%), beating the Apple Watch in every region except China. (See below).

    • The Samsung Gear is currently the bestselling smartwatch on the market. The Apple Watch is not due out until early next year, and according to a UBS footnote the respondents in their survey weren’t told anything about the device’s features.

    Below: Brand preference among likely smartphone buyers:

    chart

    Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple coverage at fortune.com/ped or subscribe via his RSS feed.

    This article originally appeared on Fortune.com

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