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Wearable Technology
Ready for Prime Time?
September2013
With the launch of Samsung
Gear and Qualcomm’s Toq, the
smartwatch market is starting to
see real action emerge.
A survey ...
Awareness of smartwatches is
relatively high in both markets
Q: Have you heard of smartwatches?
35%
38%
23%
4%
37%
39%
22%...
40%
23%
32%
5%
54%
26%
18%
2%
No Yes, but I've never seen one Yes, I've seen them but
never owned one
Yes, I own or used t...
Over 40% are following
news about the upcoming
smartwatches
Q: Have you heard about the upcoming smartwatches from
Samsung...
Men of all ages are driving the
interest in wearable technology
Q: Have you heard about the upcoming smartwatches from
Sam...
Low sustained interest: 45% of
smartwatch owners have stopped using
them*
55% use
regularly
45%
stopped
using
Source: On D...
Steve from Sheffield
Former Pebble smartwatch owner
Source: PC Pro magazine, September 2013
Smartwatch is for sports
(and for everything else too)
62% of the US consumers mentioned sports and
activity tracking as t...
62%
50%
46%
39%
34%
29%
40%
45%
36%
46%
43%
25%
Sports, activity
tracking
Checking the time Notifications Calls and text
m...
Alistair Hill
CEO, On Device Research
Fitness trackers, unlike smartwatches, are very clearly
associated with health and activity
Q: What would you say a fitnes...
Come Christmas…
21% of those who have heard of
smartwatches plan to get one
That compares to 17% who plan to buy a fitness...
12%
4%
6%
45%
34%
9% 8%
5%
42%
38%
Yes, buy one for myself Yes, buy one as a gift Yes, receive one as a
gift
I don't know ...
Did you know…
The most expensive
smartwatch is the Swiss-
made Hyetis at $1,200.
The watch features
a 41 megapixel camera,...
83%
52%
37%
18%
15%
65%
48%
22% 22%
9%
I'm interested in
technology
For the benefits Want to replace
traditional watch
Buy...
Price is key
CCS Insight estimates new watches
this autumn to cost between $200-
300.
That’s a hefty sum given many
consum...
Not everyone wants a
smartwatch. 36% say
they “don’t see a point”.
35% 35%
27%
21%
20%
18%
12%
10%
40%
34%
15% 14%
13% 13%
15%
18%
I don't see the
point
Too expensive Wouldn't wear a
watch
...
Google Glass has surprisingly high awareness for a product not
yet commercially available
Q: Have you heard of Google Glas...
Ben Wood
Chief of Research
CCS Insight
On Device Research
uses the mobile internet
to gain access to consumer
opinions at any time,
place or country.
x
We have undertaken projects in
57 countries
And
Over 10 million people have
taken one of our mobile
surveys
www.ondevice...
About CCS Insight
Founded in 1993, CCS Insight
is a leading provider of research
and advisory services to global
mobile an...
Report: Wearable Technology - Ready for Prime Time?
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Report: Wearable Technology - Ready for Prime Time?

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Smartwatches and fitness trackers like Jawbone Up and Fitbit are getting lots of media exposure but are people really buying them?

New report finds that not many people own one, but the future is promising. Read our commentary: http://ondeviceresearch.com/blog/wearable-technology-tipping-point

Transcript of "Report: Wearable Technology - Ready for Prime Time?"

  1. 1. Wearable Technology Ready for Prime Time? September2013
  2. 2. With the launch of Samsung Gear and Qualcomm’s Toq, the smartwatch market is starting to see real action emerge. A survey of over 1,568 smartphone owners in the US and UK carried out by telecom analyst firm CSS Insight and mobile survey company On Device Research reveals the potential and threats of this new product category.
  3. 3. Awareness of smartwatches is relatively high in both markets Q: Have you heard of smartwatches? 35% 38% 23% 4% 37% 39% 22% 2% No Yes, but I've never seen one Yes, I've seen them but never owned one Yes, I own or used to own one US UK Source: On Device Research, September 2013 n=1568, US, UK smartphone users
  4. 4. 40% 23% 32% 5% 54% 26% 18% 2% No Yes, but I've never seen one Yes, I've seen them but never owned one Yes, I own or used to own one US UK UK lags behind the US in terms of awareness and ownership of fitness trackers Q: Have you heard of fitness trackers? Source: On Device Research, September 2013 n=1568, US, UK smartphone users
  5. 5. Over 40% are following news about the upcoming smartwatches Q: Have you heard about the upcoming smartwatches from Samsung, Google, Apple and others? 45% 14% 24% 17% 41% 17% 27% 15% No Yes, but I'm not interested in them Yes, I'm following the news coverage Yes, and I'm really excited about them US UK Source: On Device Research, September 2013 n=1568, US, UK smartphone users
  6. 6. Men of all ages are driving the interest in wearable technology Q: Have you heard about the upcoming smartwatches from Samsung, Google, Apple and others? 27% 21%22% 16% Following the news Really excited Men Women Source: On Device Research, September 2013 n=1568, US, UK smartphone users
  7. 7. Low sustained interest: 45% of smartwatch owners have stopped using them* 55% use regularly 45% stopped using Source: On Device Research, September 2013 n=1568, US, UK smartphone users Although the numbers are small there is clear indication that smartwatches and fitness trackers are not “sticky”. The main reasons people who’ve stopped using their smartwatches - “forgot to wear it” and “got bored with it” – hint that the benefits are not clear and strong enough. * Low sample size, directional use only
  8. 8. Steve from Sheffield Former Pebble smartwatch owner Source: PC Pro magazine, September 2013
  9. 9. Smartwatch is for sports (and for everything else too) 62% of the US consumers mentioned sports and activity tracking as the key functionality they expect in a smartwatch. UK consumers don’t seem to associate smartwatches strongly with any one feature or benefit. Combined with lower awareness compared to the US it’s clear that manufacturers have to find ways to break past the early adopter, tech savvy crowd. More of a "look what I have that you don't" item Source: On Device Research, September 2013 n=1500, US, UK smartphone users
  10. 10. 62% 50% 46% 39% 34% 29% 40% 45% 36% 46% 43% 25% Sports, activity tracking Checking the time Notifications Calls and text messages Going on the internet A fashion item US UK Smartphone owners in the US associate smartwatches most strongly with sports and activity tracking Q: What would you say a smartwatch is mainly for? Source: On Device Research, September 2013 n=1568, US, UK smartphone users
  11. 11. Alistair Hill CEO, On Device Research
  12. 12. Fitness trackers, unlike smartwatches, are very clearly associated with health and activity Q: What would you say a fitness tracker is mainly for? Source: On Device Research, September 2013 n=1568, US, UK smartphone users Health monitoring 82% A fashion item 9% Sharing data with friends 18% Activity and sleep tracking 61%
  13. 13. Come Christmas… 21% of those who have heard of smartwatches plan to get one That compares to 17% who plan to buy a fitness tracker
  14. 14. 12% 4% 6% 45% 34% 9% 8% 5% 42% 38% Yes, buy one for myself Yes, buy one as a gift Yes, receive one as a gift I don't know yet No US UK 1 in 5 plan to buy or get it as a gift Smartwatches face stiff competition from other gadgets – tablets, fitness trackers – as a Christmas gift Q: Do you plan to get a smartwatch by Christmas this year? Source: On Device Research, September 2013 n=1568, US, UK smartphone users
  15. 15. Did you know… The most expensive smartwatch is the Swiss- made Hyetis at $1,200. The watch features a 41 megapixel camera, two times more than what Canon’s pro-sumer level model offers.
  16. 16. 83% 52% 37% 18% 15% 65% 48% 22% 22% 9% I'm interested in technology For the benefits Want to replace traditional watch Buy as a gift Recommended by someone US UK Interest in technology and gadgets is the main driver of interest in smartwatches Q: Why do you plan to get a smartwatch? Source: On Device Research, September 2013 n=1568, US, UK smartphone users
  17. 17. Price is key CCS Insight estimates new watches this autumn to cost between $200- 300. That’s a hefty sum given many consumers are used to getting their smartphones “free” with a contract.
  18. 18. Not everyone wants a smartwatch. 36% say they “don’t see a point”.
  19. 19. 35% 35% 27% 21% 20% 18% 12% 10% 40% 34% 15% 14% 13% 13% 15% 18% I don't see the point Too expensive Wouldn't wear a watch Another gadget higher on to-buy list Doesn't suit style or age Already have enough gadgets Haven't yet seen a smartwatch I'd like Don't want to replace traditional watch US UK Source: On Device Research, September 2013 n=1568, US, UK smartphone users There are many reasons not to buy a smartwatch, indifference being the biggest challenge for manufacturers Q: Why do you not plan to buy a smartwatch?
  20. 20. Google Glass has surprisingly high awareness for a product not yet commercially available Q: Have you heard of Google Glass? Source: On Device Research, September 2013 n=1568, US, UK smartphone users 66% NO 34% YES 12% 7% 16% 11% 14% 19% Yes, but not interested Yes, really excited about it Yes, following the news US UK
  21. 21. Ben Wood Chief of Research CCS Insight
  22. 22. On Device Research uses the mobile internet to gain access to consumer opinions at any time, place or country.
  23. 23. x We have undertaken projects in 57 countries And Over 10 million people have taken one of our mobile surveys www.ondeviceresearch.com
  24. 24. About CCS Insight Founded in 1993, CCS Insight is a leading provider of research and advisory services to global mobile and Internet companies, helping them make sense of the connected world. www.ccsinsight.com
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