Study: More young adults going without watches

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Study: More young adults going without watches

November 25, 2008

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Paso Robles, Calif.--A new study from MVI Marketing Ltd.'s Jewelry Consumer Opinion Council (JCOC) finds that while many young adults in the 18-24 age group do own a watch, many are instead using cell phones, iPods and other digital devices to tell time.

The study, focused on the prevalence of and expectations toward watches, was conducted between Oct. 8-28, 2008, and was completed by 2,987 JCOC panel members from the United States and Canada.

Of the 28.6 percent of 28-24-year-olds surveyed who do not own a watch, 67.6 percent said they tell time with digital devices, and 23.5 percent cited ownership of cell phones or iPods as negating the need for a watch.

A similar JCOC study on watches was conducted in August 2006, and comparison of the two studies shows that 4 percent fewer respondents own a watch in 2008 as compared with 2006, 5 percent fewer respondents wear a watch every day and 4 percent more respondents (42 percent compared with 38 percent) use digital devices to tell time when they are not wearing a watch.

Of those who do own watches in 2008, 7 percent fewer respondents (48 percent) own watches with precious metal as compared with 2006, while 3 percent more respondents own an analog watch.

In terms of features, a watch's ability to accurately tell the time is the most important factor (79 percent) for 18-24-year-olds when selecting a watch. The next most important factors are that it is scratch-resistant (60 percent), water-resistant (54 percent), water-proof (42 percent) and that it features a date indicator (32 percent).

According to the October 2008 survey, the most-owned watch brands among 18-24-year-old respondents are the following: Timex (27 percent), Fossil (13 percent), Citizen (12 percent), Seiko (12 percent) and Casio (11 percent).

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