Consumer Awareness and Perceptions of Sleep Technology€¦ · Over half (54%) say they are currently trying to lose weight, 46% say they often have mood swings, 41% say they don't

Consumer Awareness and Perceptions of Sleep Technology

The Authoritative Source for Consumer Technologies Market Research

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CEA Market Research Report October 2015

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Table of Contents

Methodology……………………………………………………………………………………………............. 1

Research Objectives…………………………………………………………………………………………… 2

Key Findings……………………………………………………………………………………………............. 3

Market Background……………………………………………………………………………………............. 5

Detailed Findings

I. Demographic Profile of Consumers and Sleep Technology Users……………..……….………… 6

Demographic Profile of Consumers and Sleep Technology Users………..…………………..…. 6

II. Health and Wellness Perceptions and Behaviors……..………………………………………..…. 15

Attitudes About Health and Wellness….………………………………………….………………... 15

Perceptions of Impact of Behavior on Health..………………………………….…………………. 20

Exercise Frequency………………………..……………….…………………………………………. 20

III. Sleep Pattern Profile of Consumers and Sleep Technology Users...…………………………….. 21

Sleep Pattern Profile of Consumers and Sleep Technology Users..…..………...………………. 21

Bedtime Behaviors…………….……………………………...…………….…………………………. 23

Sleep Facilitating Activities…………….……………………………………………..………………. 24

IV. Sleep Technology………...……………………………………………….………….………………. 26

Awareness…………….………………………………………………….…………...………………. 26

Usage and Satisfaction…………….………….………………………………...………………. 27

Timing of Technology Purchase….………..…..…………...………….……………………………. 31

Reasons to Purchase Sleep Technology….………………………………….…………………….. 31

Technology Research……………………………………………………..…….…………………….. 32

IV. Future Outlook for Sleep Technology……………………………………………….………………. 35

Interest and Barriers to Purchase for Non-Users………...………………….…………………….. 35

Attribute Importance for Sleep Technology……………………………..……….………………….. 37

Performance of Current Sleep Technology on Key Attributes.………………….……………….. 38

Conclusions……………………………………………………………………………………………………… 39

Methodology The report described herein was designed and formulated by the Consumer Electronics Association (CEA). The quantitative study was administered via Internet web form to an online national sample of 1,029 U.S. adults between September 11-29, 2015. The margin of sampling error at 95% confidence for aggregate results is +/-3.1%. Sampling error is larger for subgroups of the data. As with any survey, sampling error is only one source of possible error. While non-sampling error cannot be accurately calculated, precautionary steps were taken in all phases of the survey design, collection, and processing of the data to minimize its influence. As it relates to satisficing behaviors among research respondents, steps were taken to identify and minimize satisficing to ensure the highest quality data. As is common practice in survey research, the data was weighted to reflect the known demographics of the population under study. In this survey, weights were applied to cases based on gender, age, race and region. As a result, this data can be generalized to the entire online U.S. adult population. The bases shown on all charts and tables are weighted bases. All percentages in the text, charts and tables included in this report are also based on weighted data. Note on Audience Segments: For the purposes of this study, “Sleep Tech Users” refer to any respondent who answered affirmatively to the ownership/usage of any device or app, including “other” on question B5 “Which of the following technologies do you own or use for sleep purposes? Please select all that apply.” “Non-Users” refer to respondents who chose “None of the above” on that same question. “Wearable Users” refer to respondents who chose “Withings Activite or Pulse”, “FitBit”, “Apple Watch”, “Jawbone Up”, “Basis Science Smart Watch”, or “Misfit” on that same question. “Users, But Not Wearables” refer to respondents who were coded as a “Sleep Tech User” but did not select a wearable device on B5. And finally, “Users of ‘Active’ Sleep Tech” refer to respondents who selected devices/apps that do more than just track sleep patterns: “Beddit”, “Hello Sense”, “Withings Aura”, “Good Night LED Light Bulb”, “NightWave”, “Sleep improving guided meditation apps such as Buddhify, Calm or Omvana” or “Smartphone apps such as Sleep Cycle or Sleep Genius”. During the fielding of this study, CEA employed the services of Candice Bennett & Associates, Inc. and Lucid, LLC to provide email-based sample. The emails were pulled as a random sample from a nationally representative panel of online households. The Consumer Electronics Association is a member of the Marketing Research Association (MRA) and adheres to the MRA’s Code of Marketing Research Standards. CEA designed this study in its entirety and is responsible for all content contained in this report. Any questions regarding the study should be directed to CEA Market Research staff at [email protected].

© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org

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http://research.ce.org/

Research Objectives The Consumer Electronics Association sought to better understand current consumer perceptions of sleep technology. This research study was designed to meet the following objectives:

Objective 1: Develop a demographic and sleep pattern profile for consumers Objective 2: Measure awareness and purchase intent for sleep technology products Objective 3: Develop a profile of current sleep technology owners Objective 4: Understand current owners’ perceptions and use of sleep technology products

A quantitative Internet survey was conducted among the U.S. adults. In addition to addressing the objectives outlined above, the questionnaire incorporated profiling questions, such as respondent demographics, technology adopter status, and ownership of sleep technology, to allow for analysis of respondent subgroups.


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Key Findings One in five online consumers indicate they own or use some type of sleep technology. Sleep tech owners generally only own one device. Of the 22% who use any sleep technology, two thirds (66%) say they only use/own one type of technology. Men (57%), who tend to be early adopters, are more likely to be sleep tech users than women (43%). There is a distinct generational gap among users. Gen Xers and Millennials make up the biggest segments of Sleep Tech Users, with 71% of sleep tech users overall under 45 years old. That difference is even more pronounced among wearable users, with 81% of wearable users under the age of 45.

• Sleep Tech Users are twice as likely to be Asian than Non-Users (8% vs. 4%) and almost twice as likely to consider themselves Hispanic or Latino (21% vs. 13%).

Sleep Tech Users are more likely to have larger households with 47% of Sleep Tech Users saying they have children under 18 living in their household, compared to only 31% of Non-Users. Similarly, 54% of Sleep Tech Users say they have 3 or more people living in their households, compared to only 42% of Non-Users.

• Sleep Tech Users are significantly more likely to be single and never married than Non-Users (37% vs. 27%).

Sleep Tech Users are more likely than Non-Users to generally say they are actively trying to improve and manage their health. Almost three-quarters (70%) of Sleep Tech Users say they actively manage their mental health (compared to 58% of Non-Users). Two-thirds (68%) of Sleep Tech Users say they think that about at least 75% of their meals are healthy meals (compared to 52% of Non-Users).

• 50% of Sleep Tech Users say they track their sleep as part of their routine (compared to 20% of Non-Users).

Wearable Users are more likely than other Users to generally say they have healthy habits. Six in 10 (62%) Wearable Users say they get enough exercise each week (compared to 49% of other Users). Over half (56%) of Wearable Users say they track their sleep as part of their routine (compared to 43% of other Users). Yet, 42% of other Users say they are currently managing a chronic illness compared to only 25% of Wearable Users. Respondents that say they get between 6 and 8 hours of sleep are more likely to feel they have healthy habits. Eight in 10 (81%) say they feel like they understand how to eat healthy, 73% say they think healthy habits prevent them from getting ill and 63% say they actively manage their mental health.

• 30% say they track their sleep as part of their routine.

Respondents that on average get less than 6 hours of sleep a night are more likely than others to be facing health challenges. Over half (54%) say they are currently trying to lose weight, 46% say they often have mood swings, 41% say they don't feel physically healthy and 37% say they are currently managing a chronic illness. On average respondents think they need around 7.5 hours of sleep a night to feel fully rested the next day, yet most feel they are only getting on average 6.5 hours of sleep. The biggest gap is for those getting the least amount of sleep already. For those averaging less than 6 hours of sleep per night, they feel they need at least 7 hours, but in reality are just getting 4.5 hours.


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Not surprisingly, less than 10% are regularly using any kind of sleep technology to help improve or track their sleep, yet 72% report watching television before bed most nights of the week. While there is little difference in bedtime behaviors among Sleep Tech Users and Non-Users, respondents who report on average less than 6 hours of sleep each night are more likely than others to report using their cellphone or smartphone to play games or text before bed most nights (47%). Almost one-third of respondents (29%) say they are not at all aware of sleep technology. While two-thirds of Sleep Tech Users (68%) say they are somewhat or very aware of sleep technology, there is a portion of the audience that while they say they own and use it, do not feel very familiar with it. Among Sleep Tech Users, satisfaction is high overall with 59% saying they are very or somewhat satisfied with their device for sleep monitoring capabilities. However, 31% say they are neither satisfied nor dissatisfied, indicating there is room for growth.

• Users of Non-Wearable Tech (64%) and “Active” Sleep Tech (66%) are more likely than other groups to say their technology has improved their quality of sleep somewhat or a great deal than others.

• Users of “Active” Sleep Tech (56%) are more likely to say they have benefited somewhat or a great deal from monitoring their sleep patterns.

Perception is key and overall, 60% of Sleep Tech Users feel their sleep technology has made them more aware of their sleep patterns. Users of “Active” Sleep Tech are more likely to feel that they sleep better knowing their technology is helping them (60% vs. 42%) or that they feel healthier because of their sleep technology (58% vs. 41%)

• Overall, Sleep Tech Users are most satisfied with their sleep tech’s usability, reliability, comfort and durability. Wearable Users are more satisfied with their device’s display interface (72% vs. 58%) and battery life (68% vs. 53%) than others.

Like most technology purchases, price and comfort are the biggest barriers to adoption for Non-Users, followed by a lack of need. Almost half (48%) of Non-Users feel that sleep technology is too expensive and 45% don’t think sleep technology looks very comfortable to wear at night.

• Among Non-Users that get less than 6 hours of sleep per night, 32% think sleep technology would help them be healthier.

Early adopters of sleep technology are similar to other early adopters as they use word of mouth and online reviews as their “go-to” source of information. Among Sleep Tech Users, 46% say that online reviews is where they go to learn about sleep technology, and 41% say it is a friend, family member or a colleague. However, for Non-Users, the healthcare professional is the most trusted source of information. Among Non-Users, those who currently are attaining less than 6 hours of sleep a night are the most likely to be interested in learning more (66%) and likely to purchase (43%).


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Market Background CEA expects U.S. sales of consumer electronics to continue to trend upwards and projects $222.7 billion wholesale in 2015. This growth is driven by consumer demand for innovation and value in key categories such as mobile-connected devices, smartphones and tablets, as well as CE technologies in video/display categories. In addition, health and fitness related technology is expected to generate $1.8 billion in wholesale revenue in 2015 and $1.9 billion in 2016.

Figure 1: U.S. Consumer Electronics Sales

Source: CEA, U.S Consumer Electronics Sales and Forecasts, January 2015

Categories expecting growth include many products in the sleep technology area. Smartphones, wearable activity trackers and smart watches are growth categories among consumers expecting to purchase consumer electronics in the next 12 months and each play a role in sleep monitoring.

Figure 2: Top CE Products U.S. Households Expect to Purchase in the Next 12 Months Device % Households Expected to

Purchase in Next 12 Months Smartphone 31% Wearable activity fitness tracker, such as Fitbit

11%

Smart watch 5% Source: CEA, 17th Annual CE Ownership and Market Potential Study; (2015) Base: U.S. adults

$197,115

$206,118

$210,687

$217,936

$222,699

$228,792

2011 2012 2013 2014 2015e 2016p


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Detailed Findings I. Incidence and Demographic Profile of Consumers and Sleep Tech Users Incidence of sleep tech may seem high, but there is not a significant overlap of different tech with sleep tech users. Of the 22% who use any sleep technology, two thirds (66%) say they only use/own one type of technology. For those that own more than one type of technology, more than half (53%) say they own only two types of technology. Analyst note: The incidence may feel high, but the most significant contribution to sleep tech usage is FitBit ownership. Margin of error is also +/-3% for the usage of any one type of technology, but is higher for the cumulative impact.

Figure 3: Population Summary – Which US Adults Use Sleep Tech

Base: 1,029 online US Adults


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B5: Which of the following technologies do you own or use for sleep purposes? Please select all that apply. Demographic Profile of Consumers and Sleep Tech Users Not surprisingly, men, who tend to be early adopters, are more likely to be Sleep Tech Users.

Figure 4: Gender

Base: 1,029 US Adults S1: Are you…(Male/Female)?


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The generational gap of sleep tech usage is even more pronounced than the gender gap, with Gen Xers and Millennials making up the biggest segments of Sleep Tech Users. Overall, less than half of the adult population is under the age of 45 (48%). However, 71% of Sleep Tech Users are under 45 years old. That difference is even more pronounced among Wearable Users, with 81% of Wearable Users under the age of 45, compared to 59% of other Users. 79% of Users of “Active” Sleep Tech are under 45, compared to 62% of Users of Only “Tracking” Sleep Tech.

Figure 5: Age

Base: 1,029 US Adults S2: What is your age?


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Surprisingly, there were no significant BMI differences between Sleep Tech Users and Non-Users.

Figure 6: BMI Group

Base: 1,029 US Adults Z1: How tall are you? Z2: How much do you weigh?

Sleep Tech Users are twice as likely to be Asian than Non-Users (8% vs. 4%) and almost twice as likely to consider themselves Hispanic or Latino (21% vs. 13%). These differences are significant at p<.05 in the two-sided test of equality for column proportions.

Figure 7: Race

Base: 1,029 US Adults

S3: Which of the following best describes your race? S4: Do you consider yourself Hispanic/Latino?


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There were no significant regional differences between Sleep Tech Users and Non-Users.

Figure 8: Region

Base: 1,000 US Adults S5 & Z13: What is the five-digit zip code for your home address? Related to age, Sleep Tech Users are significantly more likely to be single and never married than Non-Users (37% vs. 27%).

Figure 9: Marital Status

Base: 1,029 US Adults Z7: What is your marital status?


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Sleep Tech Users are more likely to have larger households with 47% of Sleep Tech Users reporting they have children under 18 living in their household, compared to only 31% of Non-Users. Similarly, 54% of Sleep Tech Users say they have 3 or more people living in their households, compared to only 42% of Non-Users.

Figure 10: Children in Household


Z12: Are there any children living in your household in the following age categories?

Figure 11: People in Household


Z12: Including yourself and others, how many people regularly live in your household?


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Sleep Tech Users, and more specifically, Wearable Users, are more likely to have higher incomes, higher levels of education and be employed than others.

• 39% of Sleep Tech Users have at least a college degree, compared to only 26% of Non-Users.

• 32% of Sleep Tech Users have annual incomes of $75,000 or higher, compared to 17% of Non-Users.

• 57% of Sleep Tech Users are employed full-time, compared to 31% of Non-Users. • 51% of Wearable Users have at least a college degree, compared to 25% of other Users. • 40% of Sleep Tech Users have annual incomes of $75,000 or higher, compared to 26%

of other Users. • 69% of Sleep Tech Users are employed full-time, compared to 43% of other Users.

Figure 12: Level of Education

Base: 1,029 US Adults Z9: What is the highest level of education you have completed or the highest degree you have received?


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Figure 13: Annual Income

Base: 1,029 US Adults Z15: What is your current annual household income? Figure 14: Employment Status

Z10: What is your employment status?


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Not surprisingly, Wearable Users are the most likely to be Early Adopters of technology with 78% saying either “I buy technology as soon as it is available” or “I buy technology soon after it is available, but not right away.”

Figure 15: Technology Adoption Habits

Base: 1,029 US Adults S6: Which of the following best describes your technology purchasing habits?


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II. Health and Wellness Perceptions and Behaviors

Overall, respondents generally agree that they feel like they know what are healthy habits and they feel healthy and happy.

• 79% say they feel like they understand how to eat healthy. • 70% say they feel happy. • 69% say they think healthy habits prevent them from getting ill.

Yet, barely half (52%) say they think they get enough sleep and only 26% say they track their sleep as part of their routine.

Figure 16: Attitudes About Health and Wellness (Strongly/Somewhat Agree)

Base: 1,029 US Adults A1: Please indicate how strongly you agree or disagree with each of the following statements


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Sleep Tech Users are more likely than Non-Users to generally say they are actively trying to improve and manage their health.

• 78% of Sleep Tech Users say they think healthy habits prevent them from getting ill (compared to 67% of Non-Users).

• 70% of Sleep Tech Users say they actively manage their mental health (compared to 58% of Non-Users).

• 68% of Sleep Tech Users say they think that about at least 75% of their meals are healthy meals (compared to 52% of Non-Users).

• 56% of Sleep Tech Users say they get enough exercise each week (compared to 40% of Non-Users).

• 53% of Sleep Tech Users say they are currently trying to lose weight (compared to 44% of Non-Users).

• 50% of Sleep Tech Users say they track their sleep as part of their routine (compared to 20% of Non-Users).

Figure 17: Attitudes About Health and Wellness % Strongly or Somewhat Agree, ranked by Overall

Sleep Tech User Non-User

I feel like I understand how to eat healthy 81% 78% I feel happy 72% 69% I think healthy habits prevent me from getting ill 78% 67% I actively manage my mental health 70% 58% I think that about at least 75% of my meals are healthy meals

68% 52%

While I’m not currently dieting, I do watch my weight

52% 52%

I think I get enough sleep 56% 51% I’m currently trying to lose weight 53% 44% I get enough exercise each week 56% 40% I often have mood swings 41% 31% I’m currently managing a chronic illness 33% 29% I don’t feel physically healthy 36% 28% I track my sleep as part of my routine 50% 20% I am the caretaker for a family member who is ill or disabled

32% 13%



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Wearable Users are more likely than other Users to generally say they have healthy habits. • 62% of Wearable Users say they get enough exercise each week (compared to 49% of

other Users). • 56% of Wearable Users say they track their sleep as part of their routine (compared to

43% of other Users).

On the flip side, 42% of other Users say they are currently managing a chronic illness compared to only 25% of Wearable Users.


Wearable Users Users, But Not Wearables

I feel like I understand how to eat healthy 83% 80% I feel happy 75% 69% I think healthy habits prevent me from getting ill 80% 75% I actively manage my mental health 68% 73% I think that about at least 75% of my meals are healthy meals

66% 71%


56% 48%


33% 31%



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Users of “Active” Sleep Tech are more likely than Users of Only “Tracking” Tech to generally say they get enough sleep (62% vs. 49%).


Use "Active" Sleep Tech

Only Use "Tracking" Sleep

Tech I feel like I understand how to eat healthy 81% 82% I feel happy 77% 68% I think healthy habits prevent me from getting ill 79% 77% I actively manage my mental health 75% 65% I think that about at least 75% of my meals are healthy meals

79% 57%


54% 51%


39% 26%



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Respondents that say they get 9 or more hours of sleep are most likely (82%) to say they think they get enough sleep. Respondents that say they get between 6 and 8 hours of sleep are more likely to feel they have healthy habits.

• 81% say they feel like they understand how to eat healthy. • 74% say they feel happy. • 73% say they think healthy habits prevent them from getting ill. • 63% say they actively manage their mental health. • 56% say while they aren’t currently dieting, they do watch their weight. • 48% say they get enough exercise each week. • 30% say they track their sleep as part of their routine.

Respondents that on average get less than 6 hours of sleep a night are more likely than others to be facing health challenges.

• 54% say they are currently trying to lose weight. • 46% say they often have mood swings. • 41% say they don't feel physically healthy. • 37% say they are currently managing a chronic illness.


<6 Hours Sleep

6-8 Hours Sleep 9+ Hours Sleep

I feel like I understand how to eat healthy 71% 81% 80% I feel happy 57% 74% 63% I think healthy habits prevent me from getting ill 56% 73% 65% I actively manage my mental health 53% 63% 58% I think that about at least 75% of my meals are healthy meals

40% 59% 58%


43% 56% 45%

I think I get enough sleep 15% 61% 82% I’m currently trying to lose weight 54% 45% 34% I get enough exercise each week 30% 48% 35% I often have mood swings 46% 30% 27% I’m currently managing a chronic illness 37% 27% 33% I don’t feel physically healthy 41% 27% 22% I track my sleep as part of my routine 16% 30% 22% I am the caretaker for a family member who is ill or disabled

17% 18% 20%



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Respondents generally feel that sleep does contribute a great deal to both their physical (58%) and mental (65%) health. There was no significant difference on these factors across audiences.

Figure 21: Impact of Behaviors on Health (% A Great Deal)

Base: 1,029 US Adults A2: How much do you think each of the following contributes to your physical health and well-being? A3: How much do you think each of the following contributes to your mental health and well-being?

Sleep Tech Users, and Wearable Users specifically, report more frequent exercise activity than others.

Figure 22: Exercise Frequency


Z3: How frequently do you exercise (physical activity for at least 30 minutes)?


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III. Sleep Pattern Profile of Consumers and Sleep Tech Users Except for respondents who on average get more than 9 hours of sleep a night, most respondents think they need around 7.5 hours of sleep a night to feel fully rested the next day. On average, most audience segments feel they are only getting on average of 6.5 hours of sleep, or that they are “missing roughly” an hour of sleep each night that they need. The biggest gap is for those getting the least amount of sleep already. For those averaging less than 6 hours of sleep per night, they feel they need at least 7 hours, but in reality are just getting 4.5 hours. There is not a significant difference in the amount of sleep needed or attained by sleep tech usage segments.

Figure 23: Hours of Sleep Desired and Attained


A4: How many hours of sleep a night do you feel you need to feel fully rested for the next day? A6: On average, how many hours of sleep a night do you get each night?


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Two-thirds (68%) of respondents feel that their quality of sleep is good or better, with no significant differences across audiences.

Figure 24: Sleep Quality

Base: 1,029 US Adults A5: Generally speaking, how would you rate your quality of sleep?


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Three-quarters (72%) of respondents report watching television before bed most nights of the week. Less than 10% are regularly using any kind of sleep technology to help improve or track their sleep.

Figure 25: Bedtime Behaviors

Base: 1,029 US Adults A7: How frequently do you do each of the following activities before you sleep (regardless of problems)?


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There is little difference in bedtime behaviors among Sleep Tech Users and Non-Users. However, respondents who indicate on average that they get less than 6 hours of sleep each night are more likely than others to report using their cellphone or smartphone to play games or text before bed most nights (47%).

Figure 26: Bedtime Behaviors % Most Nights or Every Night, ranked by Overall

<6 Hours Sleep 6-8 Hours Sleep

9+ Hours Sleep

Watch TV before bed 73% 72% 69% Make sure home alarms are active and all doors/windows locked 59% 64% 49% Use your cellphone or smartphone (e.g. play games, text) 47% 37% 28% Listen to music 21% 24% 15% Read a physical book/magazine 13% 18% 16% Read a book or magazine on an e-reader, tablet, laptop or desktop 15% 17% 13% Take a non-prescription sleeping aid such as melatonin 10% 9% 6% Take a prescription sleeping medication such as Ambien 13% 6% 14% Have a nightcap (an alcoholic beverage) before bed 8% 8% 11%

Base: 1,029 US Adults A7: How frequently do you do each of the following activities before you sleep (regardless of problems)?

Overall, very few respondents are using any kind of sleep technology to monitor or manage their sleep.

Figure 27: Sleep Facilitating Activities



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A7B: How frequently do you do any of the following to help monitor and/or manage your sleep?

While it is not surprising that Sleep Tech Users are more likely than Non-Users to be actively using sleep technology to monitor or manage their sleep, most Sleep Tech Users are doing other bedtime behaviors like watch television (68%) or play with their cellphone (53%) instead of proactively using their sleep technology.

• Just over one-third (35%) of Wearable Users say they use the sleep related functions of their multi-function wearable device most nights.

• Only 31% of Users of “Active” Sleep Tech say they use smart home technology that helps create a better sleep environment most nights.

• Less than one-quarter of Users of “Active” Sleep Tech say they use smartphone sleep apps.

Figure 28: Sleep Facilitating Activities % Most Nights or Every Night, ranked by Overall Sleep Tech

User Non-User

Wear earplugs or sleep mask 15% 5% Use smart home technology that helps to create a better sleep environment (smart shades, home thermostats, air quality sensors, etc.) 23% 2% Use the sleep related capabilities of a multi-function wearable device such as Fitbit, Misfit or Jawbone 23% 1% Use smartphone sleep apps such as Sleep Cycle or Sleep Genius 18% 1% Use sleep inducing or sleep improving guided meditation apps such as Buddhify, Calm or Omvana 11% 1% Use sleep technology such as Beddit, Hello Sense, or Withings Aura 9% 1%

Base: 1,029 US Adults A7B: How frequently do you do any of the following to help monitor and/or manage your sleep? Figure 29: Sleep Facilitating Activities % Most Nights or Every Night, ranked by Overall

Wearable Users

Users, But Not

Wearables

Use "Active"

Sleep Tech

Only Use "Tracking" Sleep Tech

Wear earplugs or sleep mask 17% 13% 15% 15% Use smart home technology that helps to create a better sleep environment (smart shades, home thermostats, air quality sensors, etc.) 25% 22% 31% 15% Use the sleep related capabilities of a multi-function wearable device such as Fitbit, Misfit or Jawbone 35% 10% 18% 29% Use smartphone sleep apps such as Sleep Cycle or Sleep Genius 25% 10% 24% 12% Use sleep inducing or sleep improving guided meditation apps such as Buddhify, Calm or Omvana 12% 10% 13% 9% Use sleep technology such as Beddit, Hello Sense, or Withings Aura 13% 5% 10% 9%

Base: 1,029 US Adults A7B: How frequently do you do any of the following to help monitor and/or manage your sleep?


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IV. Sleep Technology Almost one-third of respondents (29%) say they are not at all aware of sleep technology. While two-thirds of Sleep Tech Users (68%) say they are somewhat or very aware of sleep technology, there is a portion of the audience that while they say they own and use it, do not feel very familiar with it.

Figure 30: Awareness of Sleep Tech

Base: 1,029 US Adults B1: How aware would you say you are of technologies that help people sleep?

Figure 31: Available Information on Sleep Technology



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B3: How much have you seen or heard about technologies that help people sleep? Of the 22% who say they use sleep technology, usage and ownership is highest for the FitBit, Smartphone apps such as Sleep Cycle or Sleep Genius and the Apple Watch.

Figure 32: Sleep Technology Use Overall Sleep Tech

Users FitBit 8% 38% Smartphone apps such as Sleep Cycle or Sleep Genius 6% 25% Apple Watch 5% 21% Good Night LED Light Bulb 3% 16% Sleep improving guided meditation apps such as Buddhify, Calm or Omvana

3% 15%

Jawbone Up 2% 10% NightWave 2% 10% Beddit 1% 6% Misfit 1% 4% Hello Sense 1% 2% Withings Activite or Pulse 1% 2% Basis Science Smart Watch 0% 2% Withings Aura 0% 2% Other 4% 17% None of the above 78% 0%

Base: 1,029 US Adults B5: Which of the following technologies do you own and use for sleep purposes?

Among Sleep Tech Users, satisfaction is high overall with 59% saying they are very or somewhat satisfied with their device for sleep monitoring capabilities. However, 31% say they are neither satisfied nor dissatisfied, indicating there is room for growth. There was no significant difference in satisfaction levels by tech user types.

Figure 33: Sleep Technology Satisfaction

Base: 218 Sleep Tech Users B6: How satisfied are you with your device for sleep monitoring capabilities?


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Users of Non-Wearable Tech (50%) and “Active” Sleep Tech (50%) are more likely to say they would be extremely or very likely to recommend their sleep technology to others.

Figure 34: Likely to Recommend Sleep Technology

Base: 218 Sleep Tech Users D2: How likely are you to recommend to others to purchase the same sleep tech you own?

Users of Non-Wearable Tech (64%) and “Active” Sleep Tech (66%) are more likely than others to say their technology has improved their quality of sleep somewhat or a great deal.

Figure 35: Sleep Technology Sleep Quality

Base: 218 Sleep Tech Users B7: How much do you feel the technology has improved the quality of your sleep?


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Users of “Active” Sleep Tech (56%) are more likely to say they have benefited somewhat or a great deal from monitoring their sleep patterns.

Figure 36: Sleep Technology Benefit

Base: 218 Sleep Tech Users B7b: In general, how much do you feel you have benefitted from actively monitoring your sleep patterns?


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Figure 37: Awareness of Sleep Related Functions

Sleep Tech Users

Monitors sleep patterns 26% White noise/sound 20% Helps me fall asleep 7% Changes the light 6% Helps me breathe 5% Alarm 4% Helps me sleep (general) 4% Blocks sound 2% Other 8% Don’t know 23%

Base: 218 Sleep Tech Users B8: What are the sleep-related functions of your device as they relate to sleep? OPEN END

Overall, 60% of Sleep Tech Users feel their sleep technology has made them more aware of their sleep patterns. Users of “Active” Sleep Tech are more likely to feel that they sleep better knowing their technology is helping them (60% vs. 42%) or that they feel healthier because of their sleep technology (58% vs. 41%)

Figure 38: Sleep Technology Perceptions (Strongly/Somewhat Agree) % Strongly or Somewhat Agree, ranked by Sleep Tech Users

Sleep Tech Users

Wearable Users

Users, But Not

Wearables

Use "Active"

Sleep Tech


My sleep technology has made me more aware of my sleep patterns

60% 68% 52% 63% 57%

I sleep better knowing that my technology is helping me 51% 48% 55% 60% 42%

I feel healthier because of my sleep technology 49% 44% 55% 58% 41%

My wearable technology isn’t very comfortable for me while I’m sleeping

39% 39% -- 32% 43%

Base: 218 Sleep Tech Users B9: Please indicate how strongly you agree or disagree with each of the following statements about sleep technology.


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Almost one-third of Wearable Users (29%) say they purchased their technology in the past 3 months.

Figure 39: Timing of Most Recent Sleep Technology Purchase Sleep

Tech Users

Wearable Users

Users, But Not

Wearables

Use "Active"

Sleep Tech


In the past month 8% 8% 7% 6% 10% In the past 2-3 months 14% 21% 5% 15% 12% In the past 4-6 months 28% 33% 22% 34% 22% In the past 7-12 months 16% 19% 11% 11% 20% More than a year ago 15% 7% 25% 14% 17% Don’t remember 19% 10% 29% 20% 18%

Base: 218 Sleep Tech Users C1: When did you last purchase your sleep tech?

Over half of Sleep Tech Users (56%) say they use sleep technology to improve sleep. Only 46% of Wearable Users say they use it to improve sleep, comapared to 68% of other Users. Wearable Users are just as likely (46%) to say they use it for their overall health. Almost two-thirds (61%) of Users of “Active” Sleep Tech say they use it to improve their sleep compared to Users of Only “Tracking” Tech.

Figure 40: Reasons Owners Use Sleep Technology Sleep

Tech Users

Wearable Users

Users, But Not

Wearables

Use "Active"

Sleep Tech


Improve sleep 56% 46% 68% 61% 52% Overall health 42% 46% 38% 45% 39% Manage sleep irregularities 31% 29% 33% 31% 31% Curiosity 25% 29% 20% 22% 27% Recommendation from healthcare professional 18% 16% 21% 20% 16%

Recommendation/request of partner, friend and/or family member

14% 14% 15% 16% 13%

Other, please specify 3% 2% 3% 1% 4% Base: 218 Sleep Tech Users D1: For which of the following reasons do you use sleep technology? Please select all that apply.


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Among Sleep Tech Users, 46% say that online reviews is where they go to learn about sleep technology, and 41% say it is a friend, family member or a colleague. For Non-Users, the healthcare professional is the most trusted source of information.

Figure 41: Sources of Sleep Technology Information

Base: 1,029 US Adults C4: Where do you go to learn about sleep technology? Please select all that apply.


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Figure 42: Most Trusted Source of Sleep Technology Information

Base: 1,029 US Adults C5: Who do you trust most for information about sleep technology?


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Among Sleep Tech Users, 23% say they purchased their sleep technology at a physical mass merchant store and 22% say they purchased it online.

Figure 43: Sleep Technology Purchase Location

Base: 218 Sleep Tech Purchasers C3: Where did you last purchase your sleep tech?


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V. Future Outlook for Sleep Technology Among Non-Users, those who currently are attaining less than 6 hours of sleep a night are the most likely to be interested in learning more (66%) and likely to purchase (43%).

Figure 44: Interest in Learning About Sleep Tech

Base: 811 US Adults B11: Please indicate how interested you are in learning more about sleep technology.

Figure 45: Sleep Tech Purchase Intent

Base: 811 US Adults B12: How likely are you to purchase sleep technology in the next 12 months?


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Sleep Technology Purchase Intent Overall, price and comfort are the biggest barriers to adoption for Non-Users, followed by need. 48% of Non-Users feel that sleep technology is too expensive and 45% don’t think sleep technology looks very comfortable to wear at night.

• Among Non-Users that get less than 6 hours of sleep per night, 32% think sleep technology would help them be healthier.

Figure 46: Perceptions of Sleep Technology Among Non-Users

Base: 811 Non-Users B10: Please indicate how strongly you agree or disagree with each of the following statements about sleep technology. Figure 47: Perceptions of Sleep Technology Among Non-Users % Strongly or Somewhat Agree, ranked by Non-Users

<6 Hours Sleep 6-8 Hours Sleep

9+ Hours Sleep

Sleep technology is too expensive 49% 47% 47% I don’t think sleep technology looks very comfortable to wear at night 46% 44% 41%

I don’t have a sleep problem, so sleep technology wouldn’t help me much 10% 49% 51%

I think sleep technology would help me be healthier 32% 25% 23%

I think sleep technology is a fad 25% 27% 21% Base: 811 Non-Users B10: Please indicate how strongly you agree or disagree with each of the following statements about sleep technology.


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Overall, comfort, reliability and price are the most important attributes for sleep technology. For Sleep Tech Users, reliability is the most important.

Figure 48: Attribute Importance for Sleep Technology (Extremely/Very Important) % Extremely or Very Important Overall Sleep Tech Users Non-Users

Comfort 74% 73% 74% Reliability 74% 82% 71% Price 73% 70% 74% Usability 68% 76% 66% Durability 68% 76% 66% Location of device when sleeping 59% 70% 56% Recommendation from a healthcare professional 57% 57% 57%

Product reviews (e.g., Consumer Reports)' 55% 63% 52%

Accuracy of sleep metrics tracked 53% 66% 49% Size 52% 58% 50% Ability to derive actionable results from sleep data captured 50% 56% 49%

Recommendations from friends, family, colleagues' 42% 54% 39%

Types of sleep metrics 40% 53% 37% Past experience with the manufacturer/brand 38% 53% 34%

Display interface 38% 52% 34% Number of different sleep metrics tracked 38% 52% 34%

Ability to use device for non-fitness purposes 36% 51% 32%

Cellular data capability (live updates) 32% 51% 27% Stylishness or design 24% 45% 19% Color 17% 38% 11% Celebrity endorsement 10% 28% 5%

Base: 1,029 US Adults C3b: How important are each of the following when deciding what sleep tech to purchase?


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Overall, Sleep Tech Users are most satisfied with their sleep tech’s usability, reliability, comfort and durability. Wearable Users are more satisfied on display interface (72% vs. 58%) and battery life (68% vs. 53%) than others.

Figure 49: Performance of Sleep Technology on Key Attributes (Very/Somewhat Satisfied) % Very or Somewhat Satisfied Sleep Tech

Users Wearable

Users Users, But Not

Wearables Usability 73% 75% 71% Reliability 72% 70% 75% Comfort 71% 72% 71% Durability 71% 72% 70% Location of device when sleeping 69% 69% 69% Price 69% 69% 68% Size 67% 65% 70% Display interface 66% 72% 58% Battery life 61% 68% 53% Stylishness or design 58% 66% 49% Ability to use device for non-fitness purposes 58% 64% 51%

Color 58% 66% 48% Number of different sleep metrics tracked 57% 65% 48%

Types of sleep metrics 56% 63% 49% Cellular data capability (live updates) 55% 61% 49% Accuracy of sleep metrics tracked 55% 60% 50% Ability to derive actionable results from sleep data captured 53% 64% 40%

Base: 218 Sleep Tech Users D3: Please indicate how satisfied you are with each of the following features of your sleep technology.


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Conclusions All in all, the potential market for sleep technology is fairly strong. Consumers are satisfied with their sleep technology. Roughly two in three Sleep Tech Users are satisfied with their current tech. Additionally, these consumers are satisfied with the attributes they believe are most important: reliability, usability and durability. Not just a fad, consumers feel that their sleep technology is beneficial to them. Six in 10 agree that their sleep technology has made them more aware of their sleep patterns. Over half (51%) say they sleep better knowing that their technology is helping them, while 49% agree that they feel healthier because of their sleep technology. There is an opportunity for NSF and CEA to help educate non-users on the potential benefits of sleep technology for all consumers. For consumers who are not using sleep technology, only 27% feel that sleep technology would help them be healthier, yet only 26% of them think sleep technology is just a fad. Current sleep technology users are more likely to respond to recommendations from friends and family as well as information they research on the Internet, those non-users who tend to be more Mid and Late Adopters will respond more positively to recommendations from their healthcare providers. So educational or awareness campaigns should seek to engage the healthcare community with strong evidentiary research that would persuade them to become stronger advocates for sleep technology.


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Documents

Consumer Awareness and Perceptions of Sleep Technology€¦ · Over half (54%) say they are currently trying to lose weight, 46% say they often have mood swings, 41% say they don't