15 Dec 2015
Smartwatches to dominate fitness technology: CES experts
BY Jak Phillips
Three quarters of online consumers are likely to purchase health and fitness technology in the next 12 months, with a third of these expected to buy a smartwatch, according to new research from the organisers of global consumer electronics and consumer technology tradeshow CES.
The Consumer Technology Association’s (CTA) latest study, Consumers’ Journey to Purchase: Health and Fitness found that smartwatches are becoming the wearable tech of choice for consumers, followed by fitness trackers, smart apparel and sleep trackers.
The burgeoning wearable tech market is expected to triple in value over the next 10 years, according to a research forecast by IDTechEx, with the arrival of the Apple Watch credited as helping to drive the smartwatch's growing popularity.
When it comes to requirements of a device, the new CTA report says that among fitness users, 61 per cent rank monitoring calories burned as the most important characteristic, followed by heart rate (52 per cent), steps taken (42 per cent), distance (34 per cent) and blood pressure (23 per cent).
Meanwhile, it seems word-of-mouth, especially from someone we trust, is the biggest influencer on purchase decisions. A suggestion from a friend or family member (44 per cent) is shown to be the main influence for purchasing health and fitness technology, followed by online suggestions (17 per cent), a medical professional (11 per cent), a corporate wellness programme (4 per cent) and a salesperson in-store (4 per cent).
Overall, the report notes that wearable tech is becoming increasingly effective in helping people to achieve their fitness goals and this is leading to segmentation as the market matures.
“The Consumer Technology Association’s qualitative and quantitative research distinctly shows health and fitness devices help consumers feel they’re more successful in setting personal fitness and health goals and tracking progress, and that their lives are improved by these devices,” said Steve Koenig, senior director of market research, CTA.
“Consumers’ planned purchases within this emerging category are emblematic of robust segmentation, as the industry strives to address multiple needs of the quantified self.”
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