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UK Wearable Technology market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of Black Friday, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

For the purposes of this Report, Mintel has used the following definitions:

  • The term ‘wearable technology’ (also referred to as ‘wearable devices’ or ‘wearables’) in this Report refers to a category of technology devices that can be worn on the body, either as an accessory or as items of clothing.
  • Generally, wearable technology products can perform some of the same computing tasks as smartphones and have the ability to connect to the internet, which enables data exchange. In addition, they can provide sensory and scanning features such as biometrics and tracking of physiological functions and allow for real-time access to this information.
  • As far as this Report is concerned, the definition encompasses smartwatches, fitness bands, GPS watches, wearable cameras, smart clothing, smart jewellery and smart glasses/ headsets. Although Virtual Reality (VR) headsets could be considered items of wearable technology, they are not included in the definition for this Report, being rather covered in their own, separate Report, Virtual Reality – UK, December 2017.
  • The terms ‘fitness bands’ and ‘fitness trackers’ are used interchangeably, and refer to wrist-worn devices without smart functionality (this is defined as the ability to download third party apps or interact with information from a smartphone).
  • Mintel market size estimates only cover fitness bands and smartwatches.
  • This Report only covers the UK consumer market for wearable technology: B2B (business-to-business) sales are excluded from market data, and analysis refers only to trends in consumer markets unless specifically stated

Expert analysis from a specialist in the field

Written by Andrew Moss, Mintel's Technology Analyst, his knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Smartwatches and fitness trackers in particular are becoming increasingly advanced, and the value of these devices is becoming clearer to consumers. Technology for managing health and wellbeing will continue to appeal, whilst functionality such as cellular connectivity will promote these devices as potential stand-alone devices for adults and children alike. Andrew Moss
Technology Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Scope of this Report
      • Executive Summary

          • The market
            • Rising connected device use has driven security concerns
              • Figure 1: Ownership of connected devices, December 2017
            • The number of online accounts makes it hard to track security
              • Figure 2: Online account ownership, April 2018
            • The consumer
              • People are most concerned about their financial accounts…
                • …but over a third are concerned about their emails being hacked
                  • Figure 3: Concerns over online account security, April 2018
                • Two-factor authentication is most popular for financial accounts
                  • Over half of people happy with passwords for most accounts
                    • Figure 4: Preferred verification method by account type, April 2018
                  • Nearly half of people use antivirus software on their laptop
                    • Figure 5: Online security measures taken in the last year, April 2018
                  • People feel most secure sharing data on laptops and desktop computers
                    • Figure 6: Most secure devices for protecting online data, April 2018
                  • People mainly rely on memory to keep track of passwords
                    • Figure 7: Password management methods, April 2018
                  • Over half of people only change important passwords when prompted
                    • Figure 8: Updating passwords, April 2018
                  • Over four in 10 people use the same password for multiple accounts
                    • Nearly half of people admit opting for the most convenient log in method
                      • Figure 9: Online login behaviours, April 2018
                    • Six in 10 people feel more secure logging into websites rather than apps
                      • Over half of people concerned about accounts beyond their control
                        • Four in 10 people struggle to keep track of online security across devices
                          • Figure 10: Online security behaviours, April 2018
                        • Strong potential for the smart lock market
                          • Over half of people happy to use fingerprint scanners on computers…
                            • …but fewer are ready for facial recognition security
                              • Figure 11: Attitudes towards security innovations, April 2018
                            • What we think
                            • Issues and Insights

                              • Do consumers view convenience as more important than online security?
                                • The facts
                                  • The implications
                                    • How are smartphones impacting online security?
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Rising connected device use has driven security concerns
                                            • The number of online accounts makes it hard to track security
                                              • GDPR implementation boosts autonomy over personal data
                                                • Two thirds of people using apps more than once a week
                                                  • Financial data being hacked is a major concern for consumers
                                                    • Smartphone manufacturers focused on biometric security
                                                      • Two-factor authentication shifting away from reliance on SMS
                                                      • Market Drivers

                                                        • Rising connected device use has driven security concerns
                                                          • Figure 12: Ownership of connected devices, December 2017
                                                        • The number of online accounts makes it hard to track security
                                                          • Figure 13: Online account ownership, April 2018
                                                        • GDPR implementation boosts autonomy over personal data
                                                          • Cyber-crime and data breaches bringing security into focus
                                                            • Two thirds of people using apps more than once a week
                                                              • Figure 14: Regularity of app use, July 2017
                                                            • Financial data being hacked is a major concern for consumers
                                                              • Figure 15: Online security and privacy concerns, June 2017
                                                          • Launch Activity and Innovation

                                                            • Smartphone manufacturers focused on facial recognition
                                                              • Biometric security making inroads in computer market
                                                                • Figure 16: Apple’s MacBook Pro with Touch Bar
                                                              • Two-factor authentication shifting away from reliance on SMS
                                                                • Antivirus software updates cover additional devices
                                                                • The Consumer – What You Need to Know

                                                                  • People are most concerned about their financial accounts
                                                                    • Two-factor authentication is most popular for financial accounts
                                                                      • Over half of people happy with passwords for most accounts
                                                                        • Nearly half of people use antivirus software on their laptop
                                                                          • People feel most secure sharing data on laptops and desktop computers
                                                                            • People mainly rely on memory to keep track of passwords
                                                                              • Men are more likely to use technology to manage passwords
                                                                                • Six in 10 people feel more secure logging into websites rather than apps
                                                                                  • Four in 10 people struggle to keep track of online security across devices
                                                                                    • Strong potential for the smart lock market
                                                                                    • Online Account Concerns

                                                                                      • People are most concerned about their financial accounts…
                                                                                        • …but over a third are concerned about their emails being hacked
                                                                                          • Figure 17: Concerns over online account security, April 2018
                                                                                        • A third of 16-24s are concerned about social media accounts being hacked
                                                                                          • Figure 18: Concerns over online account security, by age, April 2018
                                                                                        • Two-factor authentication is most popular for financial accounts
                                                                                          • Over half of people happy with passwords for most accounts
                                                                                            • Figure 19: Preferred verification method by account type, April 2018
                                                                                          • Men are more likely to favour two-factor authentication in each category…
                                                                                            • …while women are more likely to prefer fingerprint recognition
                                                                                              • Fingerprint recognition for financial accounts is favoured by 16-24s
                                                                                                • Figure 20: Preferred verification method for financial accounts, by age, April 2018
                                                                                            • Online Security Measures

                                                                                              • Nearly half of people use antivirus software on their laptop
                                                                                                • Figure 21: Online security measures taken in the last year, April 2018
                                                                                              • Six in 10 people have taken multiple online security measures
                                                                                                • Figure 22: Repertoire of online security measures taken in the last year, April 2018
                                                                                              • Men are more likely than women to use online security methods overall
                                                                                                • Older demographics are more likely to use antivirus software
                                                                                                  • Figure 23: Online security measures taken in the last year, April 2018
                                                                                                • Preference for websites over apps boosts antivirus usage
                                                                                                  • Figure 24: Online security measures taken in the last year, by preference for signing in on websites over apps, April 2018
                                                                                                • People feel most secure sharing data on laptops and desktop computers
                                                                                                    • Figure 25: Most secure devices for protecting online data, April 2018
                                                                                                • Password Behaviour

                                                                                                  • People mainly rely on memory to keep track of passwords
                                                                                                    • Men are more likely to use technology to manage passwords
                                                                                                        • Figure 26: Password management methods, April 2018
                                                                                                      • Over half of people only change important passwords when prompted
                                                                                                        • Figure 27: Updating passwords, April 2018
                                                                                                      • Four in 10 who update passwords unprompted do so at least once a month
                                                                                                        • Figure 28: Frequency of password update, April 2018
                                                                                                      • Over four in 10 people use the same password for multiple accounts…
                                                                                                        • …rising to six in 10 16-24-year-olds
                                                                                                          • Nearly half of people admit opting for the most convenient log in method
                                                                                                            • Figure 29: Online login behaviours, April 2018
                                                                                                          • People concerned about financial accounts are the most likely to rely on memory
                                                                                                            • Figure 30: Password management methods, by accounts people are concerned about being hacked, April 2018
                                                                                                        • Attitudes towards Digital Security

                                                                                                          • Six in 10 people feel more secure logging into websites rather than apps
                                                                                                            • Over half of people concerned about accounts beyond their control
                                                                                                              • Four in 10 people struggle to keep track of online security across devices
                                                                                                                • Figure 31: Attitudes towards digital security, April 2018
                                                                                                              • Strong potential for the smart lock market
                                                                                                                  • Figure 32: Attitudes towards security innovations, April 2018
                                                                                                                • Young families in cities would use smart locks
                                                                                                                  • Figure 33: Target group of smart locks – CHAID – Tree output, April 2018
                                                                                                                • Over half of people happy to use fingerprint scanners on computers…
                                                                                                                  • …but fewer are ready for facial recognition security
                                                                                                                    • Six in 10 people aged 25-44 interested in fingerprint scanning security
                                                                                                                      • Figure 34: Interest in using fingerprint recognition on computers, by age, April 2018
                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Abbreviations
                                                                                                                        • Consumer research methodology
                                                                                                                          • CHAID analysis – Methodology
                                                                                                                            • Figure 35: Target groups based on statements related to security – CHAID – Table output, April 2018