So-called “wearable” interactive devices – products like Fitbit and Apple Watch – aren’t exactly new. In some cases, they’ve been in the market in a pretty big way for several years now. Plenty of them are being produced and are readily available from popular retailers.
And plenty of consumers have tried them, too. Forrester Research has found that about one in five U.S. consumers (~21%) used some form of wearable product in 2015.
That sounds pretty decent … until you discover that in similar consumer research conducted this year, the percentage of consumers who use wearables has actually declined to ~14%.
The findings are part of Forrester’s annual State of Consumers & Technology Benchmark research. The research involves online surveys of a large group of ~60,000 U.S. adults age 18 and over, as well as an additional 6,000 Canadian respondents.
Not surprisingly, the demographic group most likely to be users of wearables are Gen Y’ers – people ages 28 to 36 years old. Within this group, about three-fourths report that they have ever used a wearable device … but only ~28% report that they are using one or more this year.
Forrester’s research found the same trend in Gen Z (respondents between 18 and 27 years old), where ~26% have used wearable devices in the past, but only ~15% are doing so currently.
The question is … does this mean that wearables are merely a passing fad? Or is it more a situation where the wearable technology isn’t delivering on consumer expectations?
The Forrester research points to the latter explanation. Gina Fleming, leader of Forrester’s marketing data science work team, put it this way:
“Younger consumers tend to have the highest expectations for technology and for companies. They tried these devices, and oftentimes it didn’t meet their expectations in their current use case. Young consumers tend to be early adopters, but are also fast to move on if they’re not satisfied.”
One interesting finding of the survey is that among the older cohorts – respondents over the age of 36 – their usage has increased in the past year rather than decreased as was found with younger respondents.
Among the respondents who currently use at least one wearable device, there are no real surprises in which ones are the most popular, with Fitbit and Apple Watch heading the list:
- Fitbit: Used by ~40% of all current wearable device users
- Apple Watch: ~32%
- Samsung Galaxy Gear: ~27%
- Microsoft Band: ~21%
- Sony SmartBand: ~19%
- Pebble Smart Watch: ~17%
Looking to the future, although marketers of wearable devices might be happy to see positive trends among older consumers, the usage levels in broad terms tend to be significantly lower than with younger consumers.
It’s within that younger group where the high degree of “churn” appears to offer the biggest opportunities – as well as risks – for wearable device purveyors.
What about your own personal experiences with wearables? Have you found yourself using wearable devices less today than a year ago? And if so, why?