What Wearables Mean For Marketers
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 for marketers?
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
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
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
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 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%
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 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
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
As we solve these problems, wearable adoption will grow—how much is disputed
© 2013 Forrester Research, Inc. Reproduction Prohibited
12
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 Prohibited
•Productivity •Media interaction •Social networking •Navigation
15
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 Research, Inc. Reproduction Prohibited
19
What marketers should do now • Educate • Experiment • Partner
Sarah Rotman Epps [email protected] www.linkedin.com/in/srotman
THANK YOU @srepps
www.forrester.com
• What's hype and what's reality when it comes to wearables? • Where are wearables going next? • What do wearables mean for marketers?
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
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
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
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 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%
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 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
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
As we solve these problems, wearable adoption will grow—how much is disputed
© 2013 Forrester Research, Inc. Reproduction Prohibited
12
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 Prohibited
•Productivity •Media interaction •Social networking •Navigation
15
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 Research, Inc. Reproduction Prohibited
19
What marketers should do now • Educate • Experiment • Partner
Sarah Rotman Epps [email protected] www.linkedin.com/in/srotman
THANK YOU @srepps
www.forrester.com
