Embed Size (px)
Citation preview
Tweet this!
WEARABLE TECHNOLOGY FROM FUN RUNNERS TO FASHION STUNNERS 2
About this report THE AGE OF WEARABLE TECHNOLOGY IS UPON US (Most Likely On Our Wrists)The research is clear: While the first mainstream wearable technology was intro-duced only a few years ago, recent survey results show that 75% of U.S. adults describe themselves as aware of “wearable technology,” and a notable portion (20%) already owns wearable technology devices. The most commonly possessed wearables among them are fitness monitors such as a Samsung Gear Fit, Fitbit, Nike Fuelband and Jawbone.
Wearables are arming the wrists of exercise buffs, getting “double taps” by users on Instagram, and strutting down the runway at Fashion Week thanks to luxury clothing designers such as Diane Von Furstenberg. Wearable technology is not just part of the cultural conversation, it’s emerging as part of the culture.
At the same time, while awareness is high, familiarity is relatively low (44%). Half (50%) of consumers say they have no need for wearable technology. There are also opportunities and complexities surrounding the perceived attractiveness of the devices that merits exploration. Only 8% of consumers say that when they see someone sporting a wearable that it makes the wearer look cool, while ironically, when asked what might prevent a wearable technology purchase, only 6% cited fashion as a barrier. Far more, 49%, cited cost, and 28% said they “don’t know enough” about the devices. Clearly significant challenges to adoption, understanding, and the general perception of wearables remain.
WHAT DO YOU WEARABLE?
Devices People Own
�+�+G58%Fitness Monitor
�+�+G40%Smart Watch
�+�+G26%
WearableCamera
�+�+G16%Smart
Clothing
8+�+G8%
OtherDevices
�+�+G26%Smart
Eyewear
BIG EASY VS. BIG APPLE? SOUTH OUTPACES NORTH FOR WEARABLE ADOPTION
�+�+GWest
36% �+�+GMid-West
21% �+�+GSouth
20% �+�+GNorth-East
14%
Wearable tech ownership by region
Tweet this!
WEARABLE TECHNOLOGY FROM FUN RUNNERS TO FASHION STUNNERS 3
PARENTS JUST DO UNDERSTAND?Research shows they’re the new early adopters
36% of parents* agree wearable technology would make it easier to be connected at all times.
54% of parents* agree it would be more convenient to wear their phone on their wrist than carry it around.
Style still reigns! 64% of parents* agree that it’s important for WT to match their personal style.
�+�+G�+�+G�+�+G
*Parents of children under 18
Given the high awareness and early strength of adoption of wearable devices, it should come as no surprise that this is a sector forecast to undergo massive growth. According to a study by Juniper Research, the wearable-tech market is projected to reach a staggering $19 billion by 2018 i—a tenfold increase from 2013. This presents a massive opportunity for various wearable categories. “Taking the Pulse of Wearables,” conducted online within the United States in May 2014 among 2,066 adults ages 18 and older (“consumers”) by Harris Poll on behalf of Waggener Edstrom Communications, uncovers surprising data on consumer adoption of and perspectives on aesthetics and fashion of wearables.
In addition to communicating the findings, “Taking the Pulse of Wearables” offers an interpretation of the data as well as recommendations by the authors about how the wearable-tech industry can drive the rate of adoption by showcasing not just the convenience, attractiveness, and usefulness of wearable tech, but by expanding the current understanding—and benefit —of wearable devices. The report also provides tips on working with the extremely persuasive tech influencers. This hard-to-reach group, which reaches millions of consumers, is often responsible for creating broadly adopted technology trends because its members are frequently the hit-makers of the technology industry.
THE KIM KARDASHIAN EFFECT: Style and Celebrity Impact Perceptions of Wearables Among Key Groups – Early Adopters, Students and Parents
No matter the purpose of the wearable device, almost two-thirds of consumers (64%) say it’s at least somewhat important that the technology they wear is attractive. This percentage is highest among students (83%), and parents of children under the age of 18 (79%)—two demographics with many similarities. For example, it’s notable that 21% of parents of children under the age of 18 said they like to be the first person they know to try out a new product, similar to 20% of students. The higher the reported household income (71% of those earning $100K or more) and the higher the education (70% with a college degree or higher), the more likely it was that consumers felt attractiveness was at least somewhat important in a wearable device.
Counterintuitively, what constitutes fashion and attractiveness is a matter of perception, and one that can change quickly. While awareness and understanding of a product’s benefits influence adoption, increased exposure to the look and feel of wearables, and seeing them in the right context, or on the right people, should alter opinions so consumers regard them as fashionable.
There is evidence this is already happening. Early adopters1, who tend to adopt trends first and are catalysts for broad product adoption, are more likely than laggards2 to view wearables in terms of style or to see them as desirable. Already, more than half (51%) of early adopters say they wear (or would wear) their devices everywhere, and 11% even wear (or would wear) their technology out with friends
1 Those who like to try new products first, or before others 2 Those who like to wait for reviews to try new products
Tweet this!
WEARABLE TECHNOLOGY FROM FUN RUNNERS TO FASHION STUNNERS 4
Early adopters are also more likely than laggards to say that it is important that their wearable technology matches their personal style (73% vs. 45%), and that it is at least somewhat important that the technology they wear is attractive (81% vs. 57%). Early adopters are also paying attention to how wearables look on others, with 23% saying that when they see others wearing wearable technology they like the way it looks.
Two strategies that may help speed the shift of wearables from functional to fashionable include: 1. integration between the product and admired celebrities, and 2. partnerships with fashion designers and established brands.
As evidence of how celebrity interaction with wearables can help influence main-stream acceptance, more than a quarter (27%) of early adopters say they would be more likely to buy a wearable device if they saw a celebrity they like wearing it. A notable portion of the adult population (12%)—including 22% of students and 20% of parents with a child under 18—agree they would be more likely to purchase wearable technology if they saw it being worn by a celebrity they like.
To address the 64% of consumers that say it’s somewhat important that the technology they wear is attractive, collaborations with fashion designers and brands could also speed the perception of wearables as desirable and attractive. Already, many wearables are implementing such strategies: New York’s Fashion Week Spring 2014 saw Diane Von Furstenberg’s models strutting wearable tech on the runway; designer Tory Burch recently released an accessories collection compatible with Fitbit Flex; Hewlett-Packard teamed up with Michael Bastian and Gilt to design a men’s watch; Opening Ceremony and Intel are partnering to create a fashion-for-ward smart bracelet; and tech startup Ringly secured VC funding for a Bluetooth- enabled cocktail ring. Microsoft even teamed with British fashion designer Adrien Sauvage to create the world’s first pair of cell-phone charging pants ii.
To overcome resistance to wearable technology, companies need to demonstrate that the devices are both attractive and mainstream — and fashion and celebrities have long been key to driving adoption of new trends.
PROFILE OF WEARABLE TECH OWNERS
19% 69% 60% 55% 87%22%
Income over $100k
Own their Home
No Children under 18
Early Adopters
Like to try out new products
Men* vs 14% Women
�+�+G �+�+G �+�+G�+�+G �+�+G �+�+GFitness Monitor Owners
*age 18-34
i http://www.juniperresearch.com/viewpressrelease.php?pr=405 ii http://www.businessinsider.com/fashion-designer-adrien-sauvage-and-microsoft-create-first-
wireless-phone-charging-pants-2014-6
Tweet this!
WEARABLE TECHNOLOGY FROM FUN RUNNERS TO FASHION STUNNERS 5
WE DON’T NEED NO EDUCATION? Lack of Understanding of Wearables Limits Adoption
When asked to list reasons that would prevent the purchase of a wearable device, consumers said this: They do not have a need for it (50%); they don’t know enough about it (28%); and they are satisfied with their current technology (28%). Conversely, of those consumers who currently own a wearable device, more than four in five (83%) said they are likely to purchase more within the next 12 months. This suggests that beyond simple awareness, a consumer who understands the uses and benefits of the device is likely to purchase and have a high propensity to become a repeat purchaser.
While owners of wearable devices first heard about wearable technology through almost all forms of mass media, online media, which includes social media, accounted for the plurality, 42%, of all awareness. Television (22%), was the second largest awareness driver for owners of wearable technology, followed by word of mouth (20%) and in store (19%).
To address this education gap, reaching a mainstream audience through online channels and news organizations, as well as traditional media such as television is important. Waggener Edstrom’s experience suggests that technology influencers – analysts, reviewers and reporters – who work for online and mainstream media outlets shape how the public learns about, discusses, and views technology products such as wearable devices. Reaching millions of consumers daily, they are often responsible for inspiring or embedding broadly adopted technology trends.
A deep knowledge of how these technology influencers work, understanding their priorities and preferences, and having a strong relationship with them, is crucial in shaping the way they perceive and interpret a technology product, and in turn translate that product to their audiences. It’s also important to understand the technology news cycle. There are specific periods of the year, as well as seasonal events, when technology influencers are inclined to explore stories about emerging technology devices.
It is also critical to understand the cascade of influence that happens within the community of technology influencers. Put simply, the cascade describes who influences the influencers. It starts with those technology influencers, often analysts or deep-tech reviewers, who are niche experts in their fields. Working with influencers
HOW THEY HEARD:Top 5 channels that in�uenced wearable tech owners to buy
�+�+I �+�+I �+�+I �+�+I �+�+I36%
Internet22%
Television20%
Word of Mouth19%
In Store15%
Social Media
Tweet this!
WEARABLE TECHNOLOGY FROM FUN RUNNERS TO FASHION STUNNERS 6
at this level establishes the product’s all-important credibility. Once a product has the stamp of credibility from these niche experts, it is likely to be positioned positively as it moves its way through the technology-influencer cascade. The more main-stream technology reviewers take their cues from these niche experts, resulting in a product that is well-positioned to a mass audience.
From the courts of the U.S. Open to the fashion runways, it’s evident that wearable tech has become part of the culture. The questions remain: Who is going to adopt it going forward and what devices will win the hearts and minds of the majority of consumers to dominate the burgeoning multi-billion dollar wearable technology industry? As this report has noted, there are many opportunities for growth in the wearable sector for those companies that address the needs of consumers, skillfully tell their story, and reach the important tech influencers to help them educate consumers.
FULL METHODOLOGY This survey was conducted online within the United States between May 21 and 23, 2014, among 2,066 adults ages 18 and older by Harris Poll on behalf of Waggener Edstrom, via its Quick Query omnibus product. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.
All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error, which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Poll avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.
Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris panel, no estimates of theoretical sampling error can be calculated.
The questions remain: Who is going to adopt it going forward and what devices will win the hearts and minds of the majority of consumers…
Tweet this!
WEARABLE TECHNOLOGY FROM FUN RUNNERS TO FASHION STUNNERS 7
Who We AreWAGGENER EDSTROM COMMUNICATIONSEvery innovation starts with a big idea, but it’s how you tell the story that creates impact. That’s where Waggener Edstrom Communications comes in. From planning through implementation, we use earned, paid and owned mediums to help our clients make a positive impact and achieve their business goals. As one of the world’s largest independent communications agencies, we serve clients, not shareholders. A partner to and champion of international market leaders since 1983, we are the stewards of bold ideas and the brave people that bring them to life.
Email: [email protected]
Phone: 212.551.4838
waggeneredstrom.com
