2. What Wearables Mean For Marketers
Sarah Rotman Epps, Senior Analyst
Forrester Research
October 22, 2013
@srepps

3. • What's hype and
what's reality when
it comes to
wearables?
• Where are
wearables going
next?
• What do wearables
mean for marketers?

4. MYTH #1:
“WEARABLES ARE MAINSTREAM NOW.”

5. 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

6. 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

7. MYTH #2:
“WEARABLES ARE GREAT FOR HEALTH
TRACKING, BUT NOT MUCH ELSE.”

8. 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%

9. MYTH #3:
“SMARTWATCHES WILL BE THE NEXT
BIG THING.”

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
10

11. 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

12. As we solve these problems, wearable
adoption will grow—how much is disputed
© 2013 Forrester Research, Inc. Reproduction Prohibited
12

13. WHERE WILL WEARABLES GO NEXT?

14. More form factors
Jennifer Darmour (@electricfoxy)
© 2013 Forrester Research, Inc. Reproduction Prohibited
14

15. More use cases
•Identity validation
•Payments
•Personal safety
•Insurance
© 2013 Forrester Research, Inc. Reproduction Prohibited
•Productivity
•Media interaction
•Social networking
•Navigation
15

16. More integration
Jawbone UP app partners
© 2013 Forrester Research, Inc. Reproduction Prohibited
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17. WHAT DOES IT MEAN FOR YOU?

18. For marketers, wearables mean:
• Data
• Intimacy
• Responsibility

19. Consumers want to interact with brands on (some)
wearables, but they want utility, not advertising
© 2013 Forrester Research, Inc. Reproduction Prohibited
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20. What marketers should do now
• Educate
• Experiment
• Partner

21. Sarah Rotman Epps
srotman@forrester.com
www.linkedin.com/in/srotman
THANK YOU
@srepps
www.forrester.com