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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?
“WEARABLES ARE MAINSTREAM NOW.”
MYTH #1:
Reality: Wearables are still niche
Base: 4,657 US online adults. Source: Forrester’s North American Technographics Consumer Technology Survey, Q1 2013
Track daily
activity:
5%
Track
performance
in a specific
sport: 6%
US online adults that currently wear a device to:
Track
sleep
quality:
5%
Get
feedback
on
posture:
3%
Base: 4,673 US online adults 18+ Source: Forrester’s North American Technographics Consumer Technology Survey, 2013
Percentage of US online adults willing to wear a
sensor device from a brand they trust,
offering a service that interests them:
“WEARABLES ARE GREAT FOR HEALTH TRACKING, BUT NOT MUCH ELSE.”
MYTH #2:
Reality: Consumers are interested in varied sensor scenarios
Base: 4,657 US online adults. Source: Forrester’s North American Technographics Consumer Technology Survey, Q1 2013
Unlock your car or house
so you don’t have to carry
keys: 44%
US online adults that are interested in using a sensor device to:
Get media
recommendations based
on your mood: 30%
Track your child’s
activity: 29%
“SMARTWATCHES WILL BE THE NEXT BIG THING.”
MYTH #3:
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
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 11
Where wearables go wrong
Not a need-to-have
Aesthetic inflexibility
Chart fatigue
Limited battery; faulty hardware
Hierarchy of needs for wearables
© 2013 Forrester Research, Inc. Reproduction Prohibited 12
As we solve these problems, wearable adoption will grow—how much is disputed
WHERE WILL WEARABLES GO NEXT?
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
More form factors
Jennifer Darmour (@electricfoxy)
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
More use cases
• Identity validation
•Payments
•Personal safety
• Insurance
•Productivity
•Media interaction
•Social networking
•Navigation
© 2013 Forrester Research, Inc. Reproduction Prohibited 16
More integration
Jawbone UP app partners
WHAT DOES IT MEAN FOR YOU?
For marketers, wearables mean:
• Data
• Intimacy
• Responsibility
© 2013 Forrester Research, Inc. Reproduction Prohibited 19
Consumers want to interact with brands on (some) wearables, but they want utility, not advertising
What marketers should do now
• Educate
• Experiment
• Partner
