What Wearables Mean For Marketers
Sarah Rotman Epps, Senior Analyst
Forrester Research
October 22, 2013
@srepps
• What's hype and
what's reality when
it comes to
wearables?
• Where are
wearables going
next?
• What do wearables
mean fo...
MYTH #1:
“WEARABLES ARE MAINSTREAM NOW.”
Reality: Wearables are still niche
US online adults that currently wear a device to:
Track
performance
in a specific

spor...
Percentage of US online
adults willing to wear a
sensor device from a
brand they trust,
offering a service that
interests ...
MYTH #2:
“WEARABLES ARE GREAT FOR HEALTH
TRACKING, BUT NOT MUCH ELSE.”
Reality: Consumers are interested in varied
sensor scenarios
US online adults that are interested in using a sensor device...
MYTH #3:
“SMARTWATCHES WILL BE THE NEXT
BIG THING.”
Reality: Smartwatches are over-hyped
› Smartwatches have been around for more than a
decade
› Watches are a declining form...
Where wearables go wrong
Hierarchy of
needs for
wearables

Not a need-to-have

Aesthetic inflexibility

Chart fatigue
Limi...
As we solve these problems, wearable
adoption will grow—how much is disputed

© 2013 Forrester Research, Inc. Reproduction...
WHERE WILL WEARABLES GO NEXT?
More form factors

Jennifer Darmour (@electricfoxy)
© 2013 Forrester Research, Inc. Reproduction Prohibited

14
More use cases
•Identity validation
•Payments
•Personal safety
•Insurance

© 2013 Forrester Research, Inc. Reproduction Pr...
More integration

Jawbone UP app partners
© 2013 Forrester Research, Inc. Reproduction Prohibited

16
WHAT DOES IT MEAN FOR YOU?
For marketers, wearables mean:
• Data
• Intimacy
• Responsibility
Consumers want to interact with brands on (some)
wearables, but they want utility, not advertising

© 2013 Forrester Resea...
What marketers should do now
• Educate
• Experiment
• Partner
Sarah Rotman Epps
srotman@forrester.com
www.linkedin.com/in/srotman

THANK YOU
@srepps

www.forrester.com
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Insight Presentation: "What Wearables Mean For Marketers"

  1. 1. What Wearables Mean For Marketers Sarah Rotman Epps, Senior Analyst Forrester Research October 22, 2013 @srepps
  2. 2. • What's hype and what's reality when it comes to wearables? • Where are wearables going next? • What do wearables mean for marketers?
  3. 3. MYTH #1: “WEARABLES ARE MAINSTREAM NOW.”
  4. 4. Reality: Wearables are still niche US online adults that currently wear a device to: Track performance in a specific sport: Track sleep quality: 5% 6% Track daily activity: 5% Get feedback on posture: 3% Base: 4,657 US online adults. Source: Forrester’s North American Technographics Consumer Technology Survey, Q1 2013
  5. 5. Percentage of US online adults willing to wear a sensor device from a brand they trust, offering a service that interests them: Base: 4,673 US online adults 18+ Source: Forrester’s North American Technographics Consumer Technology Survey, 2013
  6. 6. MYTH #2: “WEARABLES ARE GREAT FOR HEALTH TRACKING, BUT NOT MUCH ELSE.”
  7. 7. Reality: Consumers are interested in varied sensor scenarios US online adults that are interested in using a sensor device to: Get media recommendations based on your mood: 30% Track your child’s Unlock your car or house so you don’t have to carry keys: 44% activity: 29%
  8. 8. MYTH #3: “SMARTWATCHES WILL BE THE NEXT BIG THING.”
  9. 9. Reality: Smartwatches are over-hyped › Smartwatches have been around for more than a decade › Watches are a declining form factor, and smart ones do too much and too little at the same time › Pebble shows the flaws of associating Kickstarter success with broader appeal › Samsung’s Galaxy Gear will have few takers › But…a solid product from Apple could sell tens of millions © 2013 Forrester Research, Inc. Reproduction Prohibited 10
  10. 10. Where wearables go wrong Hierarchy of needs for wearables Not a need-to-have Aesthetic inflexibility Chart fatigue Limited battery; faulty hardware © 2013 Forrester Research, Inc. Reproduction Prohibited 11
  11. 11. As we solve these problems, wearable adoption will grow—how much is disputed © 2013 Forrester Research, Inc. Reproduction Prohibited 12
  12. 12. WHERE WILL WEARABLES GO NEXT?
  13. 13. More form factors Jennifer Darmour (@electricfoxy) © 2013 Forrester Research, Inc. Reproduction Prohibited 14
  14. 14. More use cases •Identity validation •Payments •Personal safety •Insurance © 2013 Forrester Research, Inc. Reproduction Prohibited •Productivity •Media interaction •Social networking •Navigation 15
  15. 15. More integration Jawbone UP app partners © 2013 Forrester Research, Inc. Reproduction Prohibited 16
  16. 16. WHAT DOES IT MEAN FOR YOU?
  17. 17. For marketers, wearables mean: • Data • Intimacy • Responsibility
  18. 18. Consumers want to interact with brands on (some) wearables, but they want utility, not advertising © 2013 Forrester Research, Inc. Reproduction Prohibited 19
  19. 19. What marketers should do now • Educate • Experiment • Partner
  20. 20. Sarah Rotman Epps srotman@forrester.com www.linkedin.com/in/srotman THANK YOU @srepps www.forrester.com

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