As the field of wearable technology advances rapidly, Americans are trying to come to terms with the role of these devices in their personal lives. A recent MindSwarms study suggests that consumers are firmly divided into two camps: enthusiasts and rejectors. MindSwarms Senior Project Manager, Ryan Brill, notes that "Although both groups demonstrate interest in staying connected with their bodies (particularly in regard to fitness), we found that opinions differ dramatically on the specific role that wearables should play." Developers will need to consider how to design wearable technology to be aligned to the values of a wider spectrum of consumers. Five Implications: Wearable fans and rejectors share the common goal of wanting to be more connected to their bodies and the moment, yet have polar opposite opinions about the role of computing in that journey. The wearables audience segmentation appears binary at the moment: people are clearly in one camp or the other, with no shades of grey in between. Wearables have the ability to be welcomed into consumers’ personal space. And, surprisingly, there doesn’t appear to be any fear about the misuse or abuse of that information amongst fans. The fact that wearables are beginning to be described in very human terms may mean people are emotionally ready to accept computers as a genuine relationship partner versus just a pure tech tool. There may be tension building between those who embrace wearables as an extension of the themselves, and those who continue to see wearables as an enemy of human instinct.

1. The wearable tech divide:
the fans and the rejectors
A top line report on wearable fitness technology.
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Q2 2014

2. Americans are united in their desire to connect with
their bodies more, but are deeply divided about the
role of wearable computing in that quest.
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Objective: Capture the relationship people have with
their wearable fitness devices—including both fans
and rejectors of this technology— and compare their
attitudes.
Research Objective

3. • National US sample
• 13 states
• 23 cities
• Ages 18 - 66
• Even male/female ratio
• Mix of ethnicities and socio-
economic backgrounds
Target Audience

4. One camp looks to wearables like FitBit or
FuelBand as means to motivate themselves,
to track their progress, and to heighten
their awareness of the present moment.

5. “What I really like about my FitBit is
that it makes me more aware of what
I'm doing during the day, and it keeps
me motivated to maybe take the steps
over the escalator, or walk instead of
take the subway…It makes me think
about things a little bit more.”
-Elizabeth, 26, Massachusetts
Wearables motivate, track, and heighten
awareness of the present moment.
For fans-

6. (Uses Packed app & Moves app)
“I never noticed how much I’d walk a
day and it was good to see that and to
keep aware of, oh -maybe I should
walk more. The Packed app helps me
to stay focused on my fitness goals.”
-Caroline, 23, New Jersey
Wearables motivate, track, and heighten
awareness of the present moment.
For fans-

7. (Uses FitBit) “The more you know,
the better you can be about
changing things.”
-Trey J.
Wearables motivate, track, and heighten
awareness of the present moment.
For fans-

8. The other camp sees wearables as an unproven
distraction, putting a barrier between them
and their bodies, and limiting their quest to
be more in-tune with themselves.

9. “I'm not sure if it has real benefits for
me. When I am being physically active
or exercising (whether I'm by myself or
with friends), I want to feel fully
present. I want to feel fully engaged,
and I want to feel connected to my
body… I think if I was wearing a
gadget, I would be distracted.”
-Phoenix, 50, California
Wearables are an unproven distraction
that limit self-awareness.
For rejectors-

10. “One of my biggest criticisms is that
it has the potential to undermine
your own innate sense of your body
and what you need, being able to
use your own internal trackers.”
-Alice, 27, San Francisco
Wearables are an unproven distraction
that limit self-awareness.
For rejectors-

11. “I like working out, and to have
something that feels like
unplugging, off of screen, no
gadgets, relaxing, pure nature… I
like to keep it low-tech and away
from the computers and gadgets
that I spend so much of my life on.”
-Margaret W.
Wearables are an unproven distraction
that limit self-awareness.
For rejectors-

12. Fans see wearables as a companion in their
journey - they refer to them in human terms.

13. “I'm a big girl, but I chose to work-
out to be there for my daughter…
It's changed my life, because it's
given me numbers plus results…
It's a great assistant.”
-Kimberly P.
Wearables function as workout companions.
For fans-

14. “I like my FuelBand because I feel
like I get a more accurate idea of
my strength when I work-out. I feel
like I get a better workout… I push
myself knowing that I’m actually
being recorded… It’s kind of like
having brother watching you.”
-Lisa S.
Wearables function as workout companions.
For fans-

15. “It helps me make my workouts
efficient, more enjoyable, and more
consistent. It also helps me to track
my progress. It definitely
encourages me and teaches me
what moves to do.
-Peggy, 29, La Palma
Wearables function as workout companions.
For fans-

16. “[My] Nike+ SportWatch GPS is an
indispensable tool for keeping all my
running goals and activity charted
and logged. What's great is that it
gives me feedback on my running,
congratulates me, provides me with
words of encouragement…”
-Shawn H.
Wearables function as workout companions.
For fans-

17. Conclusions & Implications
While based on our study of consumer relationships with fitness-tracking
wearables, the conclusions below may be extrapolated to the expanding
range of wearable technology.
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Wearable fans and rejectors share the common goal of wanting to be
more connected to their bodies and the moment, yet have polar
opposite opinions about the role of computing in that journey.
The wearables audience segmentation appears binary at the
moment: people are clearly in one camp or the other, with no shades
of grey in between.

18. Conclusions & Implications
Wearables have the ability to be welcomed into consumers’ personal
space. And, surprisingly, in an era of fear of Big Brother, there doesn’t
appear to be any fear about the misuse or abuse of that information
amongst fans.
The fact that wearables are beginning to be described in very human
terms may mean people are emotionally ready to accept computers as
a genuine relationship partner versus just a pure tech tool.
There may be tension building between those who embrace wearables
as an extension of the themselves, and those who continue to see
wearables as an enemy of human instinct.
!

19. Click here to watch the video.

20. About MindSwarms
MindSwarms gathers video feedback from consumers via
smartphone/tablet (and webcam) all over the world. Fast.
Consumers are screened first, then qualified respondents are
invited to record their responses (asynchronously).
Consumers are paid for participating.
Responses to the study questions are viewable and shareable
online, and can be downloaded in Quicktime format for
inclusion in presentations or to create curated videos.
Learn more at MindSwarms.com or blog.mindswarms.com.

21. Thank You

22. Photo Attribution
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Page 1
CC-licensed Flickr Photo: Track by Peter Aversten
Page 2
CC-licensed Flickr Photo: Road Bike Panning by Marek Kubica
Page 3
CC-licensed Flickr Photo: Runner by Aarni Heiskanen
Page 4
CC-licensed Flickr Photo: Endomodo Fitness App on iPhone 5 by HealthGauge
Page 8
CC-licensed Flickr Photo: Data by r2hox
Page 12
CC-licensed Flickr Photo: Treadmill Runner by HealthGauge
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