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Wearable Technology - UK - December 2015

“Appearance and design is the third most important purchase driver for wearables, ahead of more technological features such as measurement reliability, cross-device compatibility and touch screens. This suggests that ‘wearability’ and fit to personal style tend to prevail over the technological aspect in consumers’ minds, as people perceive these devices as personal accessories that they would like to customise rather than as purely technological gadgets.”
– Sara Ballaben, Technology Analyst

This report examines the following areas:

  • Taking wearables into the mainstream
  • How can wearables become more relevant to consumers?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Wrist-worn wearables experience strong growth in 2015
            • Figure 1: Estimated unit sales of wrist-worn wearable devices, by product category, 2014 and 2015
          • Less than one in 10 consumers own a wearable device
            • Figure 2: Personal ownership of wearable technology, September 2015
          • Smartwatches to gain traction in the next 12 months
            • Figure 3: Plans to buy or upgrade wearable technology, September 2015
          • Wearables are true fashion accessories
            • Figure 4: Important features when buying wearable technology, September 2015
          • Health and sports monitoring attract most interest
            • Figure 5: Most interesting applications of wearable technology, September 2015
          • Three fifths of consumers interested in some sort of information alert
            • Figure 6: Information alerts that consumers would be interested in receiving via wearable technology, September 2015
          • Security and lack of killer application the main barriers to adoption
            • Figure 7: Attitudes towards wearable technology, September 2015
          • What we think
          • Issues and Insights

            • Taking wearables into the mainstream
              • The facts
                • The implications
                  • How can wearables become more relevant to consumers?
                    • The facts
                      • The implications
                      • The Market – What You Need to Know

                        • Wrist-worn wearables experience strong growth in 2015
                          • Rise of phablets to boost uptake of wearables
                            • Data security a major barrier to wearable payments
                              • In-home fitness spurs interest in wearables
                                • Wearables’ potential in the enterprise segment
                                • Market Drivers

                                  • Wrist-worn wearables experience strong growth in 2015
                                    • Figure 8: Estimated unit sales of wrist-worn wearable devices, by product category, 2014 and 2015
                                    • Figure 9: Estimated unit sales of wrist-worn wearable devices, by product category, 2014 and 2015
                                  • Rise of phablets to boost uptake of wearables
                                    • Figure 10: Smartphone screen size, June 2015
                                  • Data security major barrier to wearable payments
                                    • Figure 11: Consumer security rankings of different payment methods, July 2015*
                                  • In-home fitness spurs interest in wearables
                                    • Wearables’ potential in the enterprise segment
                                    • Key Players – What You Need to Know

                                      • Apple heavily investing in promoting its smartwatch
                                        • In-store displays key to success
                                          • 2016 set to be the year of consumer-ready 3D headsets
                                            • Launch activity in the clothing and jewellery segments
                                              • Microsoft rumoured to be ready for hearables in 2016
                                                • Gesture control arrives to wearables
                                                  • The year of flexibility
                                                  • Brand Communication and Promotion

                                                    • Apple heavily investing in promoting its smartwatch
                                                      • Figure 12: Recorded above-the-line, online display and direct mail advertising expenditure on smartwatches and fitness trackers, by company, 2015 (year to date)
                                                    • In-store displays key to success
                                                      • Figure 13: Apple Watch range at an Apple Store, 2015
                                                    • Methodology and coverage
                                                    • Launch Activity and Innovation

                                                      • 2016 set to be the year of consumer-ready 3D headsets
                                                        • Figure 14: Oculus Rift and Oculus Touch controllers, 2015
                                                        • Figure 15: Google Cardboard viewer, November 2015
                                                        • Figure 16: PlayStation VR headset used with PlayStation Move controls, 2015
                                                      • Launch activity in the clothing and jewellery segments
                                                        • Figure 17: Digitsole’s Warm Weries insole, November 2015
                                                        • Figure 18: Ringly with black onix, November 2015
                                                        • Figure 19: Bellabeat’s Leaf, November 2015
                                                      • Microsoft rumoured to be ready for hearables in 2016
                                                        • Gesture control arrives to wearables
                                                          • Figure 20: Gest, November 2015
                                                        • The year of flexibility
                                                          • Figure 21: Samsung’s bendable batteries, October 2015
                                                          • Figure 22: Polyera’s Wove Band, November 2015
                                                      • The Consumer – What You Need to Know

                                                        • Less than one in 10 consumers own a wearable device
                                                          • Smartwatches to gain traction in the next 12 months
                                                            • Wearables are true fashion accessories
                                                              • Health and sports monitoring most interesting applications of wearables
                                                                • Three fifths of consumers interested in some sort of information alert
                                                                  • Security and lack of killer application the main barriers to adoption
                                                                  • Ownership and Plans to Buy

                                                                    • Less than one in 10 consumers own a wearable device
                                                                      • Figure 23: Personal ownership of wearable technology, September 2015
                                                                    • Millennials the most likely to own wearables
                                                                      • Figure 24: Personal ownership of wearable technology, by gender and age, September 2015
                                                                    • Multiplicity of use cases impacts penetration
                                                                      • Smartwatches to gain traction in the next 12 months
                                                                        • Figure 25: Plans to buy or upgrade wearable technology, September 2015
                                                                      • Core audience drives future growth
                                                                        • Figure 26: Ownership of wearable technology, by plans to buy or upgrade wearable technology within a year, September 2015
                                                                    • Important Features

                                                                      • Young consumers value battery life
                                                                        • Figure 27: Important features when buying wearable technology, September 2015
                                                                      • Wearables are true fashion accessories
                                                                        • Figure 28: Fossil’s Q collection of fitness trackers and smartwatches, November 2015
                                                                        • Figure 29: Apple Watch Hermès collection, September 2015
                                                                        • Figure 30: Blocks’ removable covers, November 2015
                                                                    • Interest in Applications

                                                                      • Health and sports monitoring attract most interest
                                                                        • Figure 31: Most interesting applications of wearable technology, September 2015
                                                                      • Most promising applications reflect key consumer trends
                                                                        • Secondary use cases could promote certain product categories
                                                                          • Access control could drive adoption among the disengaged
                                                                            • Figure 32: Most interesting applications of wearable technology for consumers who do not own nor plan to buy/upgrade any wearable technology, September 2015
                                                                          • Virtual tourism appeals beyond core audience
                                                                            • Figure 33: Most interesting uses of virtual reality headsets, August 2015
                                                                        • Interest in Information Alerts

                                                                          • Three fifths of consumers interested in some sort of information alert
                                                                            • Figure 34: Information alerts that consumers would be interested in receiving via wearable technology, September 2015
                                                                          • Men look to connect, women to stay healthy
                                                                            • Figure 35: Information alerts that consumers would be interested in receiving via wearable technology, by gender, September 2015
                                                                        • Attitudes towards Wearable Technology

                                                                          • Security and lack of killer application the main barriers to adoption
                                                                            • Figure 36: Attitudes towards wearable technology, September 2015
                                                                          • Building familiarity to encourage mainstream adoption
                                                                          • CHAID analysis

                                                                            • Methodology
                                                                              • Early adopters open to contextual marketing
                                                                                  • Figure 37: Attitudes towards wearable technology – CHAID – Tree output, October 2015
                                                                                  • Figure 38: Target groups based on attitudes towards wearable devices – CHAID – Table output, October 2015
                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Data sources
                                                                                  • Abbreviations

                                                                                  Companies Covered

                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                  Wearable Technology - UK - December 2015

                                                                                  £1,995.00 (Excl.Tax)