Wearable Devices Influence Study
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Nike FuelBand or Fitbit? Pebble Smart Watch or Samsung Galaxy Gear? What are influencers saying about Google Glass seven months after its initial release? Which media outlets are the most influential ...

Nike FuelBand or Fitbit? Pebble Smart Watch or Samsung Galaxy Gear? What are influencers saying about Google Glass seven months after its initial release? Which media outlets are the most influential in the wearable device space? These are just a few of the themes Appinions explores in this Wearable Devices Influence Study.

This influence study contains an analysis of the most influential brands, products, media and executives that are driving conversations about wearable devices. This study also drills down into the key products associated with wearable devices: smart watches, smart glasses, and health & fitness products to unveil the key influencers and extract the most resonant opinions on these issues. The insights provided in this analysis – such as knowing that the majority share of influence on the topic of wearable devices sits with just three media outlets, or knowing where each brand ranks in influence compared to competitors and why – yield actionable insights from influencers that can inform and guide marketing strategies.

This influence study was developed in conjunction with Red Consultancy for the RedTechTalk taking place in London, England on October 30, 2013.

Please visit us at http://www.appinions.com/.

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Wearable Devices Influence Study Presentation Transcript

  • 1. Present Wearable Devices Influence Study October 2013 Copyright © 2013 Appinions. All rights reserved. 1
  • 2. In this Influence Study Nike FuelBand or Fitbit? Pebble Smart Watch or Samsung Galaxy Gear? What are influencers saying about Google Glass seven months after its initial release? Which media outlets are the most influential in the wearable device space? These are just a few of the themes Appinions explores in this Wearable Devices Influence Study. This influence study contains an analysis of the most influential brands, products, media and executives that are driving conversations about wearable devices. This study also drills down into the key products associated with wearable devices: smart watches, smart glasses, and health & fitness products to unveil the key influencers and extract the most resonant opinions on these issues. The insights provided in this analysis – such as knowing that the majority share of influence on the topic of wearable devices sits with just three media outlets, or knowing where each brand ranks in influence compared to competitors and why – yield actionable insights from influencers that can inform and guide marketing strategies. This influence study was developed in conjunction with Red Consultancy for the RedTechTalk taking place in London, England on October 30, 2013. Copyright © 2013 Appinions. All rights reserved. 2
  • 3. Methodology This influence study is based on 60 days of data taken between August 23 and October 21, 2013. To evaluate the most influential people, brands and entities, the Appinions data journalism team set up a topic based on Boolean logic on “wearable devices,” which yielded the key themes explored in this report – smart watches, smart glasses, health & fitness and personal data & security. Appinions then set up topics on each of these themes to perform a comprehensive influence analysis on these key industry issues. About Appinions Appinions is the only opinion-powered influence marketing platform designed to give companies the unmatched ability to identify, analyze, engage, monitor and measure influencers. Built on more than a decade of research conducted at Cornell University, Appinions extracts and aggregates the opinions that generate the most reaction from more than six million sources including blogs, social networks, forums, newspapers and magazine articles, thus providing a more complete picture of influence. Appinions helps today’s businesses insert trust into the purchase journey by converting faceless touchpoints into influential trust points™ to optimize marketing efforts. For more information on the science of influence marketing, visit http://www.appinions.com/. Copyright © 2013 Appinions. All rights reserved. 3
  • 4. How Appinions analyzes influence What is an Influencer? Appinions defines an influencer as a person, brand or company that expresses a contextually relevant opinion that is meaningful enough to elicit reactions from others. How is Influence calculated? Appinions calculates individual influence scores based on three reaction elements: •  Influencees: The people or entities who reacted to an influencer’s opinion, weighted by their respective influence on that topic; •  Publishing Sources: The credibility of the outlet where the reaction was published or consumed; and •  Frequency: The volume of opinions attributed to that influencer over the past 60 days. What is the Net Influence Score (NIS)? Appinions calculates influence at the topic level, for which a Net Influence Score in generated, to understand the relative influence of various marketplace issues. The Net Influence Score of a topic represents the sum of all influencer scores in the topic. What is the most “Actioned” opinion? The most “actioned” opinions are those that resonate the most, garner the most reaction and are published or referenced most frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 4
  • 5. Wearable Devices Overview Copyright © 2013 Appinions. All rights reserved. 5
  • 6. 64% of the influential conversation about wearable devices center around 3 products. Some of which haven’t even been announced yet! Others (which include): Intel Jawbone Adidas Broadcom Qualcomm Sony SmartWatch Samsung Galaxy Gear 24% 28% 3% 3% Pebble Watch Nike FuelBand 3% 3% Fitbit Apple iWatch Copyright © 2013 Appinions. All rights reserved. 22% 14% Google Glass 6
  • 7. The pack has clearly separated. Second tier players compete by focusing on niche markets (health & fitness) Net Influence Score 25,000 20,000 15,000 10,000 Leading 5,000 Lagging 8/23 9/2 9/12 Samsung Galaxy Gear Nike FuelBand 9/22 Google Glass Pebble Watch 10/2 10/12 Apple iWatch Fitbit Sony SmartWatch Will single-purpose products (health & fitness) be able to compete with existing and planned multi-purpose (smart watch) products? Copyright © 2013 Appinions. All rights reserved. 7
  • 8. In the wearable devices market, Samsung leads in influence while the market speculates about Apple. Rank 1 2 3 4 5 6 7 8 9 10 Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Top 10 Companies* on Wearable Devices Samsung Google Apple Sony Qualcomm Intel Fitbit Broadcom Verizon Microsoft Top 15 Industry Influencers on Wearable Devices Tim Cook – CEO, Apple Younghee Lee – EVP, Samsung Mobile Brian Krzanich – CEO, Intel Robert Scoble – Startup Liaison Officer, Rackspace Eric Migicovsky – Founder, Pebble Scott McGregor – CEO, Broadcom Evan Spiegel – CEO, Snapchat JK Shin – CEO, Samsung IT & Mobile Jonathan Peachey – CEO, Filip Pranav Mistry – Director, Research, Samsung America Yves Béhar – Chief Creative Officer, Jawbone Michael Bell – VP, New Devices Group, Intel Rob Chandhok – President, Qualcomm Internet Services Babak Parviz – Founder, Project Glass, Google Mark Johnson – CEO, Zite Key Themes Smart Watches, Smart Glasses, Health and Fitness, Personal Data, Cyber Security *Omits Publishers Copyright © 2013 Appinions. All rights reserved. Most “Actioned” Opinions Samsung has promised that more than 70 apps will be available for the Galaxy Gear at launch, including popular favorites such as Evernote, Glympse, eBay, Pocket, MyFitnessPal, TripIt, Snapchat and RunKeeper. Influencer: Samsung Source: Samsung Galaxy Gear launch event CEO Tim Cook has called the wrist "interesting" and Apple has registered the trademark iWatch in Japan. Influencer: Tim Cook, CEO, Apple Source: Reuters "We have always believed technology is highly personal, highly individual," said Yves Behar, the chief creative officer at Jawbone, who has designed a successful line of customizable gadgets including the Up wristband and Jambox wireless speakers. Influencer: Yves Behar, Chief Creative Officer, Jawbone Source: Reuters JK Shin, head of Samsung's mobile division, predicted the Galaxy Gear -effectively a mobile you wear on your wrist -- would become "a new fashion icon through the world" as he launched the device at the IFA consumer electronics fair in Berlin. Influencer: JK Shin, CEO, Samsung IT and Mobile Source: AFP By supporting Wi-Fi Direct, a specification that allows two devices to communicate with each other securely via Wi-Fi without an access point or computer, Broadcom is opening the doors to the development of new, innovative smart accessories, clothing and other wearable sensors. Influencer: Broadcom Source: MarketWatch 8
  • 9. Influence in the wearable devices market rests in the hands of very few. TechCrunch 8% Mashable 6% CNET 6% Samsung 30% 2,103 influencers Android Authority 2% 21 influencers represent 78% of the Net Influence Bloomberg 4% represent 22% of the Net Influence Wall Street Journal 2% Engadget 2% Apple 14% MobileSyrup 2% Qualcomm 2% Google 12% Sony 5% Intel 2% Rackspace 2% Pebble 2% The top 22% of the Net Influence Score is split among 8 media outlets and 8 companies (as shown on the right). Copyright © 2013 Appinions. All rights reserved. 9
  • 10. The top 50 influencers on wearable devices include 33 bloggers from 5 media outlets. Anthony Ha Chris Velazco Darrell Etherington Eliza Brooke Frederic Lardinois Jordan Crook Matt Burns Natasha Lomas Rip Empson Steve O’Hear Brad Molen Daniel Cooper David Fishman Jon Fingas Sharif Sakr Copyright © 2013 Appinions. All rights reserved. Brooke Crothers Chris Matyszczyk Dan Farber Dara Kerr Don Reisinger Lance Whitney Scott Stein Shara Tibken Stephen Shankland Zack Whittaker Jay Yarow Marcelo Ballve Steve Kovach Pete Pachal Samantha Murphy Kelly Todd Wasserman Vignesh Ramachandran 10
  • 11. Key Themes Analysis Copyright © 2013 Appinions. All rights reserved. 11
  • 12. What is the catalyst for mainstream adoption? Is it form, or function? Percent change over 60 Days Net Influence Score 30,000 Samsung Gear (released on 9/4) drives interest in smart watches. There is little renewed interest from Sony’s SmartWatch 2 (released on 10/14). 25,000 20,000 87% Are smart glasses slowly losing relevancy, and can they gain mainstream appeal? 15,000 10,000 -27% Interest in health and fitness steadily increases over time. 5,000 74% A growing portion of the conversation is about personal data and cyber security, though it still represents a niche space. 30% 173% - 8/23 9/2 Smart Watch 9/12 Smart Glasses Copyright © 2013 Appinions. All rights reserved. 9/22 Health and Fitness 10/2 Personal Data 10/12 Cyber Security 12
  • 13. In the smart watch market, Samsung and Apple, along with their top execs are leading in influence. Influence Rank 1 2 3 4 5 Influence Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Top 5 Companies* on Smart Watches Samsung Apple Sony Qualcomm Verizon Most “Actioned” Opinions Samsung is now hoping new products such as the Galaxy Gear smartwatch and a curved smartphone, which it plans to introduce this month, to help sustain growth momentum. Influencer: Samsung Source: Reuters Top 15 Influencers on Smart Watches Younghee Lee – EVP, Samsung Mobile Tim Cook – CEO, Apple Eric Migicovsky – Founder, Pebble JK Shin – CEO, Samsung IT and Mobile Angela McIntyre – Research Director, Gartner Pranav Mistry – Director, Research, Samsung America Gene Munster – Managing Director, Piper Jaffray Neil Mawston – Executive Director, Strategy Analytics Sarah Rotman Epps – Senior Analyst, Forrester Wanli Wang – Analyst, CIMB Securities Avi Greengart – Research Director, Current Analysis Carolina Milanesi – Research VP, Gartner Ming Chi Kuo – Analyst, Concord Securities Jason Jacobs – CEO, RunKeeper Evan Spiegel – CEO, Snapchat Key Themes Samsung, iWatch, Sony, IFA, AT&T, T-Mobile, Flexible Display, App Sony promises up to four days of battery life with normal usage, which is roughly four times that of the Galaxy Gear. Influencer: Sony Source: The Age Carolina Milanesi, an analyst with Gartner, called it "brilliance" on Apple's part, in that it gives them potential exposure to the wearable-devices market without having to actually design and rush out a gadget of their own like a smartwatch. Influencer: Carolina Milanesi, Analyst, Gartner Source: Reuters But the wearable space is still extremely young, and Apple has to worry about both delivering a polished solution and convincing the masses that these devices are as necessary as laptops or smartphones. Influencer: Apple Source: CNN Money Fitbit Force is the first and only in its category to be able to capture and display all of these stats on your wrist, as well as wirelessly and automatically sync them to leading Apple & Android smartphones and your computer, helping you push further to achieve your fitness goals. Influencer: Fitbit Source: Engadget *Omits Publishers Copyright © 2013 Appinions. All rights reserved. 13
  • 14. Google Glass is the leading product in the smart glasses category, but other execs are skeptical. Influence Rank 1 2 3 4 5 Influence Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Top 5 Companies* on Smart Glasses Google Apple Samsung Intel Motorola Most “Actioned” Opinions Smartphones, tablets and Google Glass will be able to co-exist, but ultimately the cutting-edge technology will take over. Influencer: Babak Parviz, Founder, Project Glass, Google Source: IDG Top 15 Influencers on Smart Glasses Thad Starner – Technical Manager, Project Glass, Google Tim Cook – CEO, Apple Evan Spiegel – CEO, Snapchat Babak Parviz – Founder, Project Glass, Google Mark Johnson – CEO, Zite Catalin Voss – Co-founder, Sension Sergey Brin – Co-founder, Google Nicholas Woodman – CEO, GoPro Brian Krzanich – CEO, Intel Vint Cerf – Chief Internet Evangelist, Google George Takei – Actor Jennifer Darmour – Design Director, Artefact Carol Rosenberg – Reporter, Miami Herald (Google Glass User) Amanda Rosenberg – Marketing Manager, Project Glass, Google Michael Bell – VP, New Devices Group, Intel Key Themes Google Glass, Recon, Siri, Headset, Guantanamo Key to this [more personal relationship with a wearable computing device] is the interface, says Thad Starner, Professor of Computing at Georgia Institute of Technology, whose pioneering work with wearable computers led to him be a technical lead for Google Glass. Influencer: Thad Starner, Technical Manager, Project Glass, Google Source: Reuters Google Glass, I'm not a huge fan of that. Influencer: Anand Chandrasekher, SVP & CMO, Qualcomm Source: ComputerWorld Spiegel said the company had no plans to develop for Google Glass and dismissed the technology as invasive, saying, "You kind of feel like you have a gun pointed at you." Influencer: Evan Spiegel, CEO, Snapchat Source: CNN As Tim Cook put it when discussing Google Glass at this year’s D Conference, it’s hard to get people to wear something they don’t have to. Influencer: Tim Cook, CEO, Apple Source: Business Insider *Omits Publishers Copyright © 2013 Appinions. All rights reserved. 14
  • 15. In the health & fitness devices category, “Go Niche and Social or Go Home.” Influence Rank 1 2 3 4 5 Influence Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Top 5 Companies* on Health & Fitness Apple Samsung Fitbit Broadcom Sony Most “Actioned” Opinions Fitbit Force is the first and only in its category to be able to capture and display all of these stats on your wrist, as well as wirelessly and automatically sync them to leading Apple & Android smartphones and your computer, helping you push further to achieve your fitness goals. Influencer: Fitbit Source: Engadget Top 15 Influencers on Health & Fitness Tim Cook – CEO, Apple Scott McGregor – CEO, Broadcom Vinod Khosla – Veteran venture capitalist Shyam Gollakota – CSE Professor, Uni. of Washington Yasuhiro Ueda – SVP, Sony Quinn Li – Managing Director, Qualcomm Ventures Sarah Rotman – Senior Analyst, Forrester Jason Jacobs – CEO, RunKeeper Mike Lee – Co-Founder, MyFitnessPal Brian Krzanich – CEO, Intel James Park – CEO, Fitbit Matt Miesnieks – CEO, Dekko Craig Elimeliah – VP, RAPP Amy McDonough – Director, Fitbit Monisha Perkash – Co-founder & CEO, LUMO BodyTech Key Themes FuelBand, Fitbit Force, iWatch, Adidas, Fitness By supporting Wi-Fi Direct, a specification that allows two devices to communicate with each other securely via Wi-Fi without an access point or computer, Broadcom is opening the doors to the development of new, innovative smart accessories, clothing and other wearable sensors. Influencer: Broadcom Source: MarketWatch There will be new connectivity technologies, more powerful devices, sensor integration and the integration for wearables. Influencer: Scott McGregor, CEO, Broadcom Source: Reuters The idea of wearable technology, having your active life recorded in one place, "didn't make sense to the people doing the work.” Influencer: Christopher Davis, Engineering Director, Nike Source: Computerworld Our customers come first, and we are consistently looking at new ways to enhance their experience and keep them motivated. Influencer: Amy McDonough, Director, Fitbit Wellness Source: Reuters *Omits Publishers Copyright © 2013 Appinions. All rights reserved. 15
  • 16. Privacy and security issues around data from wearable devices are real and potentially deadly. Influencers are emerging but haven’t yet gained momentum Influential Opinions International privacy regulators have asked Google for more information on privacy issues that may be raised by its Glass headset, and requests that Google engage in a “real dialogue” about the product. Influencer: Jennifer Stoddart, Privacy Commissioner, Canada Source: Washington Post Wearable computing enables a data-driven approach to managing healthcare and fitness. Influencer: Arvind Sodhani, President, Intel Capital Source: VentureBeat The chip was touted as Apple's answer to activity-tracking apps that want a more powerful data-collector without forcing users to go out and buy a Nike FuelBand or Fitbit. Influencer: Nick Statt, Writer, CNET Source: CNET Cheney and one of his doctor's revealed for the first time that the Vice President's pacemaker had its wireless feature disabled in 2007, “fearing a terrorist could assassinate the vice president by sending a signal to the device.” Influencer: Dick Chaney, Former Vice President, United States Source: 60 Minutes Future computing devices will be able to understand human behavior through data gathered by embedded sensors and other wearable technology. Influencer: Genevieve Bell, Director, Intel Labs Source: Keynote at the Intel Developer Forum Gérald Santucci argues that technology advances, including the advent of wearable technology and the combination of inexpensive, remote sensors and Big Data analytics threaten to undermine long-held notions like personal privacy and the rights of individuals. Influencer: Gérald Santucci, Head of European Commission’s Knowledge Sharing Unit Source: The Security Ledger Copyright © 2013 Appinions. All rights reserved. 16
  • 17. Contact Us! To learn more about Appinions and our modular approach to influence marketing, contact us at info@appinions.com or +1 646-532-3062. Web: www.appinions.com Twitter: @appinions LinkedIn: http://www.linkedin.com/company/appinions Copyright © 2013 Appinions. All rights reserved. 17