Fitness tracking and faster payments most important use for wearable tech, research shows

Fitness tracking and faster payments are considered by consumers to be the most important uses for wearable technology according to new research from Goldsmiths, University of London, and WPP media agency Mindshare.

Mindshare defines ‘wearables’ as any technology worn by a human externally that is ‘beyond the three screens’ and that integrates with a human’s own biometric characteristics. This includes activity trackers (Jawbone), smart watches (Samsung Galaxy Gear), augmented reality devices (Google Glass) fitness watches and sensors (Garmin) and the broader spectrum of health-related devices.

The SHIFT 2015 research project aimed to understand the key consumer motivations for wearable technologies and the opportunities they present for brands and advertisers.

Using a combination of consumer device testing, workshops, expert interviews and a survey, the research addressed consumer needs, how wearable technology can fulfil them and what opportunities this provides for brand communication.

What do we want from our wearable tech?

‘Flow' - making everyday life smoother or easier - was the most popular need identified, with 36% of UK smartphone users finding this of interest.

• Almost a third of respondents (31%) were interested in the use of wearables to order goods in advance to save queuing
• 38% were interested in wearables changing heating or lighting preferences upon entering a room 
• 29% want to use wearables to open car doors, underlining the potential of the devices to make life easier for today’s busy consumer.

‘Reflection’ - the use of wearables data to identify ways you can improve your life physically or emotionally - was the second most popular need identified, with 35% of UK smartphone users finding this of interest. 

Fitness trackers 'improve our lives'

• Fitness trackers have improved the lives of 76% of current users according to the research
• 50% of smartphone users are interested in the prospect of wearables measuring and analysing sleep patterns
• 13% of UK smartphone users say they are very likely to get at least one wearable device in the next 12 months, meaning 8million adults or 16% of the population will use them by 2016.

 

Dr Chris Brauer, of the Institute of Management Studies (IMS) at Goldsmiths, University of London, said:

“The SHIFT 2015 research puts a lot of the hype and ambitions of wearable technologies to the test and it is clear that wearables can play a key role augmenting our humanity in a more natural and integrated way than the current generation of mobile technologies.

“There has been a lot of focus on the hardware and software companies developing new wearables but we wanted to look at the bigger picture and how marketing and consumer engagement with all brands is working or is going to work. Wearables have the potential to promote sweeping changes in how we engage and form relationships with brands.

“SHIFT is fundamentally about the historical and emerging shift from desktop to laptop to mobile to wearables," said Dr Brauer. "It is about the emerging power of these small connected devices on the body but it is also about the shifting impact wearables have on a connected self and world forming and shaping both interpersonal and intrapersonal connectivity, for example, by correlating your moods and your productivity levels.”

Opportunities for marketing and advertising

Mindshare UK Research Director Jeremy Pounder said: “The marketing world was slow to appreciate the significance of the shift from desktop to mobile. We don’t want to make the same mistake with the rise of wearables and the internet of things.

“As wearables start to connect individuals physically to the web, our research shows there will be huge communications opportunities for brands in terms of new, more personalised advertising models, brand utility and brand experiences fuelled by wearables. Now is the time for experimentation and we’re already applying these insights for our clients’ communications this summer.”

The SHIFT 2015 report also identified five key opportunity areas for advertisers looking to take advantage of this growing platform, embracing both advertising and content:

• Push notifications – opted in advertiser alerts delivered to the wearable based on context
• Search ads – paid search ads delivered to the wearable after a voice search command
• Brand utility – services created for the consumer that are operated on the wearable
• Brand experience – real world experiences powered by wearables
• Content personalisation – delivery of personalised content on other platforms based on wearables data

SHIFT 2015 methodology

Research for Shift 2015 took place in March and April. It was a collaboration between Mindshare’s global wearable technology unit, Life+ and future_medialab, Mindshare UK’s inspiration forum, along with Dr Yael Gerson and Dr Chris Brauer of the Centre for Creative and Social Technologies (CAST) at Goldsmiths.  

Participants were aged 16-40 and were drawn from the general public to take part in a month of ethnographic experiments alongside two workshops. They were immersed into the world of wearables and were given smart watches, fitness bands, lifestyle bands, heart monitors, wearable cameras, and smart rings so they could fully understand the roles wearables could play in their everyday lives.