report: wearable technology - ready for prime time?

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Wearable Technology Ready for Prime Time? September 2013

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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

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Page 1: Report: Wearable Technology - Ready for Prime Time?

Wearable Technology Ready for Prime Time?

September 2013

Page 2: Report: Wearable Technology - Ready for Prime Time?

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.

Page 3: Report: Wearable Technology - Ready for Prime Time?

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 butnever owned one

Yes, I own or used to ownone

US UK

Source: On Device Research, September 2013

n=1568, US, UK smartphone users

Page 4: Report: Wearable Technology - Ready for Prime Time?

40%

23%

32%

5%

54%

26%

18%

2%

No Yes, but I've never seen one Yes, I've seen them butnever owned one

Yes, I own or used to ownone

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

Page 5: Report: Wearable Technology - Ready for Prime Time?

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 inthem

Yes, I'm following the newscoverage

Yes, and I'm really excitedabout them

US UK

Source: On Device Research, September 2013

n=1568, US, UK smartphone users

Page 6: Report: Wearable Technology - Ready for Prime Time?

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

Page 7: Report: Wearable Technology - Ready for Prime Time?

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

Page 8: Report: Wearable Technology - Ready for Prime Time?

Steve from Sheffield Former Pebble smartwatch owner

Source: PC Pro magazine, September 2013

Page 9: Report: Wearable Technology - Ready for Prime Time?

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

Page 10: Report: Wearable Technology - Ready for Prime Time?

62%

50%

46%

39%

34%

29%

40%

45%

36%

46%

43%

25%

Sports, activitytracking

Checking the time Notifications Calls and textmessages

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

Page 11: Report: Wearable Technology - Ready for Prime Time?

Alistair Hill CEO, On Device Research

Page 12: Report: Wearable Technology - Ready for Prime Time?

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%

Page 13: Report: Wearable Technology - Ready for Prime Time?

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

Page 14: Report: Wearable Technology - Ready for Prime Time?

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 agift

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

Page 15: Report: Wearable Technology - Ready for Prime Time?

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.

Page 16: Report: Wearable Technology - Ready for Prime Time?

83%

52%

37%

18% 15%

65%

48%

22% 22%

9%

I'm interested intechnology

For the benefits Want to replacetraditional watch

Buy as a gift Recommended bysomeone

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

Page 17: Report: Wearable Technology - Ready for Prime Time?

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.

Page 18: Report: Wearable Technology - Ready for Prime Time?

Not everyone wants a

smartwatch. 36% say

they “don’t see a point”.

Page 19: Report: Wearable Technology - Ready for Prime Time?

35% 35%

27%

21% 20%

18%

12% 10%

40%

34%

15% 14% 13% 13%

15%

18%

I don't see thepoint

Too expensive Wouldn't wear awatch

Another gadgethigher on to-buy

list

Doesn't suit styleor age

Already haveenough gadgets

Haven't yet seena smartwatch I'd

like

Don't want toreplace

traditional watch

US UKSource: 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?

Page 20: Report: Wearable Technology - Ready for Prime Time?

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 notinterested

Yes, really excitedabout it

Yes, following thenews

US UK

Page 21: Report: Wearable Technology - Ready for Prime Time?

Ben Wood Chief of Research

CCS Insight

Page 22: Report: Wearable Technology - Ready for Prime Time?

On Device Research

uses the mobile internet

to gain access to consumer

opinions at any time,

place or country.

Page 23: Report: Wearable Technology - Ready for Prime Time?

x

We have undertaken projects in

57 countries And

Over 10 million people have

taken one of our mobile

surveys

www.ondeviceresearch.com

Page 24: Report: Wearable Technology - Ready for Prime Time?

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

Page 25: Report: Wearable Technology - Ready for Prime Time?