Consumers are becoming more comfortable with wearable technology than they were two years ago, according to a report from Nielsen.
The Connected Life Report shows that Americans are increasingly likely to have at least heard of the term or understand what it means: 53 percent said they are either very or somewhat familiar with the term, up from 30 percent two years ago. Similarly, 82 percent of household decision makers say they have heard of the term, while 46 percent say they know what it does. In corresponding fashion, the number of people who don’t understand the need for wearables has dropped from 59 percent to 51 percent.
This means that Americans are more likely to consider buying a wearable device, with several caveats: if it drops to a price they think it is reasonable (27 percent, up from 17 percent) or if it is recommended by a friend or a written review (10 percent, up from 7 percent two years ago).
More Americans are beginning to respond in the affirmative to the question of whether wearable tech is the next step in enhancing people’s lives: 52 percent responded this way, compared to 37 percent two years ago.
The Harris Poll, taken by a group of 2,273 adults between July 15 and July 20, 2015, shows that two-third of Millennials (68 percent) are familiar with wearable devices. A majority of Gen Xers (56 percent) are also familiar with them, as are 43 percent of Baby Boomers and 30 percent of matures. Millennials and Gen Xers are more likely to say they would consider purchasing a wearable if the price was reasonable. Slightly more men (59 percent) are familiar with the category compared to women (47 percent).
The biggest barrier to the adoption of wearable devices is price, with 57 percent of respondents saying that they are concerned wearables will be too expensive. This number has risen slightly in two years, up from 41 percent in 2013. Concerns about privacy and lack of unique features have also risen to 37 percent each from 28 percent each: customers don’t want to buy a device that does the same things as one they already have, and people are concerned about making it too easy for others to access their personal information. An increasing number of Americans (70 percent compared to 63 percent) say that wearables must prove themselves as distinct from devices they already have before they will consider using them.
In particular, wearables are competing against smartphones with similar abilities. However, a majority of Americans now say that they’d like to be able to access smartphone functions without having to reach into a pocket or bag, with 54 percent reporting this, up from 48 percent in 2013. Millennials are most likely to call out the need for this ease of access, with 69 percent saying it matters to them.
The watch form factor is most appealing, with 61 percent of Americans saying they would be interested in owning a watch or other wristband-type device. Trailing this form are headsets or glasses (43 percent saying they are “at least a little” interested) and other types (58 percent).
Size and complexity are also barriers to adoption: 24 percent of Americans believe wearables will be too small to use easily, and 20 percent think the devices are too complex. Both of these numbers have also risen since 2013. In terms of style, 15 percent of Americans are concerned that wearable tech might make them look silly. This number has held steady over two years, while more (55 percent compared to 43 percent) say they believe wearables can be stylish.
On the other hand, a rising number of Americans (66 percent compared to 54 percent) believe wearables could benefit them. The most beneficial aspects are the ability to keep people informed (42 percent), make them healthier (32 percent), more productive (27 percent), or more connected (26 percent). Younger people are more likely to take note of these benefits, and men are more likely than women (46 percent compared to 38 percent) to praise a wearable device’s ability to keep them informed.
The majority of Americans thinks that wearable tech will make an impact in the fitness (63 percent) and healthcare (61 percent) industries too.
The public response to the Apple Watch and similar devices seems to be lining up with what has been found in the poll. While some people may find a smartwatch to be an unnecessary extension of their phone, wearables have already found their way into the medical industry and other professional capacities.
