Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Opportunities

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige

Hier ansehen

1 von 54 Anzeige

eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Opportunities

Herunterladen, um offline zu lesen

Wearables aren’t part of most marketing plans today, but forward-looking estimates suggest they should be soon. Topics in this webinar include: Who wants wearable devices, and what will consumers do with them? Which types of wearables will take hold in the marketplace? What are the opportunities for marketers to reach consumers via such devices? How are companies integrating wearables into their business plans?

Wearables aren’t part of most marketing plans today, but forward-looking estimates suggest they should be soon. Topics in this webinar include: Who wants wearable devices, and what will consumers do with them? Which types of wearables will take hold in the marketplace? What are the opportunities for marketers to reach consumers via such devices? How are companies integrating wearables into their business plans?

Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Andere mochten auch (20)

Anzeige

Ähnlich wie eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Opportunities (20)

Weitere von eMarketer (20)

Anzeige

Aktuellste (20)

eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Opportunities

  1. 1. © 2015 eMarketer Inc. Made possible by Wearables: 10 Insights on Device Adoption and Business Opportunities Cathy Boyle Senior Analyst, Mobile June 25, 2015
  2. 2. © 2015 eMarketer Inc. Agenda  Ownership rates  Awareness levels  Most popular device types now  Challenges hampering adoption  Biggest business opportunities  Where the market is headed Rolled together = 10 key insights
  3. 3. © 2015 eMarketer Inc. “Wearables” is a convenient term for categorizing a new class of tech devices But it fails to convey the complexity of the marketplace
  4. 4. © 2015 eMarketer Inc. Wearable devices’ varied uses create one layer of complexity Consumer Enterprise Medical Medical photo credit: Gracie Trinidad, University of Michigan Medical School Information Services
  5. 5. © 2015 eMarketer Inc. The multiple subcategories of devices that fall under the wearables umbrella add another layer of complexity There is a wearable device for nearly every body part Product images sourced from manufacturers’ websites and Vindrico Inc.
  6. 6. © 2015 eMarketer Inc. 10 Insights on Device Adoption and Business Opportunities
  7. 7. © 2015 eMarketer Inc. #1 Consumer awareness levels are high, but ownership rates are low
  8. 8. © 2015 eMarketer Inc. Depending on the country, 40% to 68% of mobile media users worldwide were aware of wearable devices last year
  9. 9. © 2015 eMarketer Inc. But only 1.5% of the world’s population used a wearable device in 2014
  10. 10. © 2015 eMarketer Inc. As of March 2015, 17% of internet users worldwide owned a wearable device
  11. 11. © 2015 eMarketer Inc. #2 Wearables are slightly more popular in the US
  12. 12. © 2015 eMarketer Inc. US consumers are more likely than their international counterparts to use a wearable device 22% of the US internet users polled by Accent Marketing Services in February 2015 owned a Fitbit device
  13. 13. © 2015 eMarketer Inc. But not all research aligns: 16% of US households owned a fitness tracker or smart watch as of January 2015, according to the CEA
  14. 14. © 2015 eMarketer Inc. #3 Interest and ownership is all in the wrist at this point
  15. 15. © 2015 eMarketer Inc. Fitness trackers continue to be the most commonly owned wearable device type
  16. 16. © 2015 eMarketer Inc. Consumers are more interested in owning a fitness tracker than a smart watch As of February 2015, more US internet users were excited about owning a fitness tracker than a smart watch
  17. 17. © 2015 eMarketer Inc. #4 Being a smartphone extension is a double-edged sword
  18. 18. © 2015 eMarketer Inc. The link to the smartphone is a positive and negative On the plus side … 1. Manufacturers and retailers can bundle wearables with smartphones to raise awareness and drive sales 2. Consumers who are addicted to smartphones are more prone to buy a wearable device  More than a third (35%) of smart watch owners bought the device to supplement their smartphone addiction (Nielsen)
  19. 19. © 2015 eMarketer Inc. The link to the smartphone is a positive and negative On the negative side … 1. Smartphones are growing more sophisticated, which raises questions about the value of a wearable device 2. Operating system (OS) capability can be a hindrance to adoption
  20. 20. © 2015 eMarketer Inc. #5 Value-to-price ratio needs more work
  21. 21. © 2015 eMarketer Inc. The value proposition is not always clear or big enough to motivate consumers to buy a wearable device
  22. 22. © 2015 eMarketer Inc. At this early stage of wearable device development, consumers are price sensitive  On average, proposed retail prices were 41% higher than what consumers were willing to pay for the wearables studied by technology solution provider First Insight  Consumers expressed an unwillingness to pay $200+ for new-to-the-world products
  23. 23. © 2015 eMarketer Inc. Pricing is a hurdle that needs to be overcome “You shouldn’t be paying $150 for a fitness tracker; you should be paying $35, right? Pricing has got to be addressed.” —Niall Murphy, founder and CEO of Evrythng
  24. 24. © 2015 eMarketer Inc. #6 Mass adoption requires a “killer application”
  25. 25. © 2015 eMarketer Inc. Wearables’ low adoption rate suggests the devices lack a compelling use case “There's been a lot of niche wearable development. But until we can find something that hits mass-market appeal, it's going to be tough to get mass-market adoption.” —Jeanniey Mullen, founder of Wearable Collective and YellowBean LLC
  26. 26. © 2015 eMarketer Inc. What will motivate consumers to buy a smart watch?  Activity Tracking  Time Telling  Phone call management  Navigation  Apps
  27. 27. © 2015 eMarketer Inc. Mobile experts say a robust app ecosystem is needed for smart watches to succeed “The development of an app ecosystem is one of the fundamental core tenets of adoption because these devices need to be useful to the end consumer.” —Scott Weller, CTO and co-founder of SessionM “Developing smart watch and wearable-native apps will be imperative. Over the next two years we’re going to see a massive influx of application developers for wearables.” —Ramsey Masri, CEO of OtherLevels
  28. 28. © 2015 eMarketer Inc. Discover is experimenting with wearable apps to gain knowledge and competitive advantage “We developed apps for watches and glasses to experiment and try to figure out what a great consumer experience would be. If we don’t experiment, we’ll be taking somebody else’s advice.” —Mike Boush, chief digital officer at Discover Financial Services
  29. 29. © 2015 eMarketer Inc. Under Armour has found that wearables make app experiences richer “We take the data that we can get from those devices and create engaging experiences on our mobile applications, which are the hub for a lot of wearables at this point.” —Chris Glode, general manager at Under Armour
  30. 30. © 2015 eMarketer Inc. #7 Data is the big win for businesses, but it comes at a cost
  31. 31. © 2015 eMarketer Inc. Wearable users are willing to share personal data─if they get something in return 75% of US fitness tracker users were somewhat to extremely comfortable sharing their personal data if it meant ads would be more personalized
  32. 32. © 2015 eMarketer Inc. A more tangible reward increases consumers’ willingness to share data from wearable devices  40% of US consumers said they would share data from their wearable devices with retailers or brands in exchange for coupons, discounts or information (Acquity Group, 2014)  Only 9% of those polled said they would share data without such incentives
  33. 33. © 2015 eMarketer Inc. Under Armour used data from fitness trackers to boost sales for its advertising partners “Last year we launched a program with Zappos on the MapMyRun platform. We called it Gear Tracker. This was a feature where consumers could use the data that’s collected via a fitness tracker and stored in MapMyRun to track how much mileage they’re putting on their running shoes.” —Chris Glode, vice president of digital, connected fitness at Under Armour
  34. 34. © 2015 eMarketer Inc. Zappos used data from fitness trackers and the MapMyFitness app to retarget sneaker buyers 1 2 3 4
  35. 35. © 2015 eMarketer Inc. #8 Notifications are the easy way in─and out, if businesses aren’t careful
  36. 36. © 2015 eMarketer Inc. Offloading calls, text messages, email and app alerts to a wearable is common “Push notifications are critical in the world of wearables. Particularly from a retail and a brand perspective, they’re going to become more and more powerful.” —Jeff Malmad, managing director and head of mobile and life+ for Mindshare  The highly personal nature of the device heightens the importance of notifications  In turn, delivering value is paramount
  37. 37. © 2015 eMarketer Inc. Pandora is approaching push notifications with caution “Watch users are just starting to figure out notifications and how to make sure they get the right thing at the right time. We need to be aware [of that learning curve] so that we’re not annoying people all of the time.” —Carl Edwards, director of device engineering at Pandora Just because you can send a push, doesn’t mean you should
  38. 38. © 2015 eMarketer Inc. #9 Paid advertising will be native and new
  39. 39. © 2015 eMarketer Inc. Mobile marketers see good potential in advertising on wearable devices 66% of mobile marketers polled by the IAB in January 2015 gave wearables a high rank for advertising potential
  40. 40. © 2015 eMarketer Inc. Native ad formats are one way advertisers are connecting with wearable users “In order to get reach, advertisers are going to need an ad format that is ubiquitous, that works across every one of the different devices. The marketing industry is moving toward native advertising as a result, and for us, audio ads are native ads.” —Jonathan Eccles, product manager for native ads at Pandora
  41. 41. © 2015 eMarketer Inc. Sponsorships are another way American Family Insurance partnered with Mindshare and Under Armour to launch a fitness program, the 2015 Challenge.  People with wearables synced their devices to Under Armour’s MapMyFitness app, and then opted in to participate in the 2015 Challenge  The participants needed to work out 20 minutes a day for 15 days over the course of the month.  People could unlock specific achievement level badges and unique Spotify playlists based on their workout routines. “There were over 50,000 participants in the challenge and we logged over 1 million workouts based on people syncing up their wearable to the MapMyFitness apps.” —Jeff Malmad, managing director and head of mobile and life+ for Mindshare
  42. 42. © 2015 eMarketer Inc. Still, ads will not appear in volume until one or more devices attain significant market share “There is a bit of a wait-and-see approach right now, primarily because we have yet to see how consumers are going to be using wearables in their lives.” —Jonathan Eccles, product manager for native ads at Pandora
  43. 43. © 2015 eMarketer Inc. #10 Looking ahead: Smart watches are expected to take off faster than tablets
  44. 44. © 2015 eMarketer Inc. Most forecasting firms expect smart watch shipments to increase dramatically in 2015
  45. 45. © 2015 eMarketer Inc. Projections suggest the smart watch market will grow faster than the tablet market did  Gartner projected 19.5 million tablet devices would ship worldwide in 2010, the year the iPad was introduced  Investment firm PiperJaffrey was more conservative in its estimate, projecting 11.32 million tablet shipments for the same year
  46. 46. © 2015 eMarketer Inc. Smart watch shipment projections for 2015 are much higher than tablet projections were  On the low end, Gartner projects 21 million smart watches will ship worldwide this year  On the high end, Yano Research Institute expects 65 million smart watches to ship in 2015
  47. 47. © 2015 eMarketer Inc. Wrap-Up 1. Consumer awareness levels are high, but ownership rates are low 2. Wearables are slightly more popular in the US 3. Interest and ownership is all in the wrist at this point 4. Being a smartphone extension is a double-edged sword 5. Value-to-price ratio needs more work
  48. 48. © 2015 eMarketer Inc. Wrap-Up 6. Mass adoption requires a “killer application” 7. Data is the big win for businesses, but it comes at a cost 8. Notifications are the easy way in—and out, if businesses aren’t careful 9. Paid advertising will be native and new 10.Looking ahead: Smart watches are expected to take off faster than tablets
  49. 49. Marketers are leading digital customer experience Source: Altimeter
  50. 50. Wearables require customer identity
  51. 51. Janrain connects customer identity with wearables Ad Serving CMS Analytics Email CRM Web Mobile Apps Social Sam Feb 9 1983 User Profile Devices + Touchpoints Marketing Technologies Unified Customer Identity
  52. 52. Identity drives more meaningful customer experiences Hi Sam, Here’s a tailored offer
  53. 53. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports and briefs you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Cathy Boyle Wearables: 10 Insights on Device Adoption and Business Opportunities  Wearables: Putting Consumer Interest and Device Adoption into Perspective  How Four Brands Leverage Wearables  Wearables and Gender: Women Prefer Dedicated Fitness Trackers  Wearables: 10 Insights on Device Adoption and Business Opportunities

×