International Data Corp. (IDC) found that wearables intenders (consumers who plan on purchasing a wearable product in the next six months) are tech savvy, highly social, and extremely style conscious. These consumers will lead the next wave of wearables adoption in the United States, according to the research group.
And the data looks good for the Apple Watch. Wearable intenders' preferred brands differ by category, with the most preferred brands being Apple (52%) for smartwatches, Fitbit (37%) for fitness trackers, Google (36%) for eyewear, and Nike (40%) for clothing.
Wearable intenders are comfortable with technology (89%) and over three-quarters (76%) check their smartphone first thing in the morning. They are also extremely social, with 87% using Facebook, including 29% who check Facebook hourly. Over half (54%) of intenders agree with the statement, "When I don't check social media, I wonder what I am missing" – commonly known as FOMO or fear of missing out.
What’s more, according to IDC, wearables intenders are highly style conscious, as indicated by their agreement with the following statements:
- "I am conscious of how I present myself" – 81%;
- “How I dress is important to me" – 77%;
- “My clothing is an expression of who I am" – 66%;
- “The accessories that I wear (eyeglasses, watch, jewelry) say something about me" – 63%.
Interest in wearables is high, with nearly three quarters (74%) agreeing that "Wearables technology is exciting" and 71% agreeing with the statement "I believe wearables is the next big thing in technology." Another two-thirds (65%) of intenders agree that "Wearables technology will positively impact daily life.”
"Intenders are enthusiastic about wearables but have hesitated to actually purchase a device. This implies that companies have not yet cracked the code to deliver something that is both functional and fashionable. Given that intenders are highly style conscious, companies clearly need to focus on the aesthetics of their product – perhaps even more so than the features," says Allan Fromen, vice president and consulting partner for IDC's Global Buyer Behavior Practice.
IDC’s wearables intender data is based on 1,500 survey completes among U.S. consumers who intend to purchase a wearables product in the next six months. The survey was conducted by IDC's Buyer Behavior Practice.