Wearable technology case study

wearable technology applications and wearable technology challenges and wearable technology definition
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Nataliebarry,New Zealand,Researcher
Published Date:13-07-2017
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pwc.com/CISwearables The Wearable Life 2.0 Connected living in a wearable world Consumer Intelligence SeriesSurvey overview and study objectives Through PwC’s ongoing Consumer Intelligence Series, A snapshot of the wearable world we gain directional insights on consumer attitudes and The future of wearable technology looks promising—not behaviors in the rapidly changing media and technology just here in the US, but worldwide. Turn to page 18 for landscape. Building upon a study performed in 2014, a global wearable perspective featuring insights from PwC launched the 2016 wearable technology consumer Australia, England, Mexico, and Singapore. research to better understand the wearable technology consumption landscape and identify trends in the industry How do we define wearable technology to unearth potential opportunities and applications. in this report? This research primarily focused on the attitudes Wearable technology refers to accessories and clothing consumers have towards wearable technology, as well as incorporating computer and advanced electronic takes an in-depth look at penetration and usage of various technologies. Examples of wearable technology devices types of devices. Additionally, we explored the benet fi s include fitness trackers/bands, smart glasses, smart and underlying motivations behind usage and how it watches, smart clothing, and other wearable devices. impacts both individuals and society. (This includes but is not limited to products such as Fitbit, This report summarizes key findings from a Google Glass, GoPro, Apple Watch, etc.) 1 1,000 -respondent online quantitative survey conducted in March 2016. Key research objectives were to: • Gauge current usage, perceptions, attitudes, key drivers, and satisfaction of wearable technology and how various factors have changed since 2014 • Identify key benet fi s and barriers to using wearable technology • Understand how wearable technology is impacting individuals and society • Assess concerns around data and privacy with wearable technology • Uncover potential white space opportunities and applications for wearable technology The first 700 respondents were fielded without a quota for wearable technology users in order to obtain natural incidence of ownership. The remaining 300 respondents were terminated as necessary in order to reach the 50% quota. 1 Demographics—50% male, 50% female 50% of sample: 18-34 years old 50% of sample: 35-64 years old Census representation for ethnicity and race 2 The Wearable Life PwCThe wearable now In our first foray into wearable technology in October 2014, Explosive growth we said, “There is indeed a wearable future ahead, one that The 49% of respondents who say they own a wearable can dramatically alter the landscape of society and business could be slightly inflated: our definition notwithstanding, as we know it, and it’s right around the corner.” many consumers think of their smartphones as wearables. A scant year and a half later in April 2016, we have turned Category-wise, smart glasses and smart clothing in that corner. particular seem high, suggesting slight confusion in the marketplace around what counts as wearable technology, In October 2014, the Apple Watch would not be released for particularly for newer and emerging product lines. another six months and the FitBit was just gaining traction. Regardless, the data—both from our survey as well as With a focus on fitness trackers, companies began releasing external data we’ve analyzed—shows clearly that the wearables in quick succession. While many of them didn’t explosive growth in this space is all too real. last long, the race had begun, signaling the wearable movement we see today: Adoption has more than doubled Both men and women like their wearables; however, men in two years. are more likely to own smart watches and smart glasses than their female counterparts. And not surprisingly, In fact, 49% of respondents in our survey own at least one millennials are far more likely to own wearables than older device (up from 21% in 2014). And 36% own more than one. adults. Adoption of wearables declines with age. We didn’t even ask this question in our previous survey since it wasn’t relevant at the time. That’s how far we’ve come. Of note in our survey findings, however: Consumers aged 35 to 49 are more likely to own smart watches. Across the board for gender, age, and ethnicity, fitness wearable technology is most popular. Fitness runs away with it % respondents who own type of wearable device % 15 % Smart 14 glasses Smart video/ photo device (e.g. GoPro) % 45 Fitness band % 27 Smart watch % 12 Smart clothing Base: Respondents who currently own at least one device (pre-quota sample, n=700); Q10A/B/C/D/E. Please tell us your relationship with the following wearable PwC The Wearable Life 3 technology products. Includes VR/AR glasses Health: primary motivator Fitness wearables paved the way for wearable technology’s popularity today. Case in point: the wearable section (made up of mostly fitness devices) occupied just a few hundred square feet at the 2014 Consumer Electronic Show (CES) in Las Vegas. By 2015, the two categories had consolidated, occupying both the Sands Expo and Convention Center in 2 Las Vegas. 3 By January 2016, the exhibit had tripled, taking center stage. Our survey echoed this pattern, with the majority of adoption taking place within the past year. And while this, too, held true for fitness devices, their head start has paid off—more of them were purchased over a year ago than any other type of device. Health = 1 reason for purchase 57% are excited about wearable tech in everyday life, up from 41% in 2014. 2 engadget, “2015 is the year that wearables begin to grow up,” January 10, 2015. 3 Source: PRNewswire, “The Multi-Billion Dollar Wearable Tech Sector Headlines CES 2016,” November 25, 2015. 4 The Wearable Life PwCWarming up to wearables In 2014, wearable technology was More than half (57%) of our More so since 2014, consumers agree a fairly new idea. Some consumers respondents are excited about the that wearable technology helps us were excited by its potential; future of wearable technology as exercise smarter (82%), helps parents others were wary of the impact it a part of everyday life, up from keep their children safe (73%), could have on their lives, work, 41% in 2014. Women and adults improves personal accountability businesses, and privacy. age 50-64 reported concern that (69%), and makes us more efc fi ient at wearable technology would dampen home (65%) and at work (63%). Headlines such as “Wearable human interaction—but they were technology—Opportunity or Consumers are also less likely to signic fi antly less concerned since nightmare” were not uncommon. agree that wearable technology will our previous survey. Overall, more And while some hesitation still exists make us more vulnerable to security respondents now believe wearable today, questions like these have breaches (down 8 points), will invade technology would promote, rather lessened as our society continues our privacy (down 7 points), and hurt than discourage, human interaction. to become more comfortable with our ability to relate to other humans technology on the whole. A positive shift in overall consumer (down 4 points). sentiment is now clearly underway. Wearables increase social interaction Between 2014 and 2016, the number of people saying wearable tech would increase social interaction more than TRIPLED. 2014 2016 10% 33% Q: If wearable technology is part of everyday life, would you expect to interact with people... more? Base: Total sample (n=1000); Q42. If wearable technology is part of everyday life, would you expect to interact with people... more, less, the same? PwC The Wearable Life 5Keeping the wearable commitment Our survey shows the initial buzz Over time, the newness wears off and doesn’t always translate to long-term fewer consumers use their wearables commitment, most likely for one of daily. Regardless of device type, these reasons: wearables purchased over a year ago are used less often than those “Honestly, 1. Consumers don’t perceive a purchased more recently (within pressing need for them; I forget it the last six months). Smart clothing use-case unclear experienced the largest daily drop- most of the 2. Easy to lose off, while smart glasses experienced time.” 3. Unattractive or uncomfortable the smallest. 4. Short-lived battery life – Mal e, 31 • Glasses: 16% decrease 5. Does not sync seamlessly with • Fitness: 18% decrease a smartphone • Watches: 22% decrease While full abandonment was less • Clothing: 33% decrease severe, our survey did indicate a correlation between frequency of For consumers to commit to wearables usage and time of purchase. for the long term, a device should not only be attractive and comfortable, but Why wearables? should also reach beyond data delivery Strong usage motivators to provide knowledge and benet fi s unavailable elsewhere. For a wearable to be “sticky” in tech Has features that Has gaming Provides me with parlance, it needs monetary or other reward frequent users feature to compete information that I would w/ monetary rewards w/ others otherwise not have rewards attached to it. Like loyalty 54% 45% 45% points. That’s what eight out of 10 current users—particularly women and millennials—told us. Meanwhile, accountability is a major benet o fi f fitness devices. Wearables enable social connections for support in achieving fitness goals. And Allows me to Has apps/features Looks good; foster healthy competition, which is cut back on that reward frequent an important part my spending users w/ loyalty points of my wardrobe/outfits especially appealing to males and millennials. 44% 43% 36% A strong link is also evident between smartphone connectivity and frequency of usage: 78% of respondents with a smartphone- connected wearable say they use it more frequently precisely because of that connectivity. And a whopping Base: Currently own at least one wearable device (total sample, n=1000); Q14. Please rate 97% are satise fi d with the smartphone how strongly the following would impact your usage of wearable technology, if at all (top box). application supporting their device. 6 The Wearable Life PwCThe wearable workplace By 2020, more than 75 million wearables will permeate the workplace, 4 according to research firm Tractica. And Gartner research estimates that by 2018, 2 million employees will be required to wear health and fitness tracking 5 devices as a condition of employment . Wearable tech in the workplace offers a wealth of possibilities for both employer and employee, as these three real-life scenarios illustrate: Scenario 1: Scenario 2: Scenario 3: A tech company offers To coincide with the launch of a Via 3D smart glasses, shop-floor employees a subsidy covering new app designed for women, a employees at an auto manufacturer the cost of a smart watch. mobile fashion company gives its receive directly in their field of Employees can track how many entire staff—almost all women— vision all the information they need 7 steps they take; these steps smart watches. daily, such as storage locations or 8 are converted into points which part numbers. employees can donate to charity Employer benet fi : 6 or redeem for merchandise. Employer benet fi : An in-house microcosm of the target demographic offered beta A more efficient, cost-effective Employer benet fi : testing for real-time improvements. workplace since having the Healthier employees translate into information readily accessible reduced healthcare costs, less sick reduces cycle time. Employee benet fi : time taken, and higher productivity. A brand new wearable for Employee benet fi : personal and professional use; Employee benet fi : a sense of being included in Streamlined processes foster Fitness plus charitable corporate decisions. productivity while reducing stress. donations, swag, and a healthier lifestyle overall. 4 Tractica, “Wearable Devices for Enterprise and Industrial Markets,” 2Q 2015. 5 Gartner press release, “Gartner Reveals Top Predictions for IT Organizations and Users for 2016 and Beyond,” October 6, 2015. http://www.gartner.com/newsroom/id/3143718 6 WatchReport, “IBM Gives Employees Apple Watches,” October 28, 2015. 7 Fast Company, “What One Company Learned When They Gave Apple Watches To The Entire Staff,” July 16, 2015. 8 Tech Times, “Volkswagen Employees Appear To Be Using Google Glass In Factory,” November 25, 2015. PwC The Wearable Life 7While the benet fi s of wearables in the workplace are indisputable, Consumers want employee privacy can pose a wearable tech at work challenge. Theoretically, a company can track an employee’s location, hours worked, breaks clocked, even steps taken. Personal time (such as late-night drinking for a friend’s birthday) 2-in-3 consumers want their might well be monitored as part of company to pay for wearables. the corporate wellness program. Conversely, employees who don’t participate might be perceived as hiding something. Companies meanwhile could be subject to data breaches, given the content and magnitude of the data. Wearables have the potential to This percentage is even higher capture/store more personal data among millennials (71%) than any other device that we’ve ever and males (70%). owned (e.g. details about employees’ every move, habits, interests, health information). Not unlike the early days of laptops and smartphones, questions about The reason: efficiency security and privacy have yet to be resolved for wearables. As wearable technology becomes more ubiquitous in the workplace, transparency and 49% of employee education will go a long way toward resolving these issues. respondents say wearable tech will increase workplace efficiency. 67% of consumers say, “My 37% expect their company to company adopt the latest technology (even should pay for if it doesn't directly influence my wearable.” their work). 8 The Wearable Life PwCThe business of wearables Wearable technology offers tremendous devices from their cellphone provider, Overall, consumers are far more opportunity for companies who want teacher, and entertainment provider. willing to trust health providers than to better connect with customers. consumer-product providers. Consumer excitement, however, does Health-related companies still have the not always correlate to consumer trust. Some of the trust issues clearly edge overall; however, consumers— Interestingly, while consumers trust correlate with the novelty of especially men and millennials—see a banks more than cellphone providers, wearables; our own results show wealth of wearable tech potential in all they are more excited by wearable tech increased comfort levels between aspects of their lives, far more so than options from cellphone providers than 2014 and 2016. Companies can when we queried them in 2014. from banks. ease consumer concerns by creating More than women, men are excited brand-defining wearables that are Meanwhile, 25% of respondents said about wearable technology product unobtrusive, easy to use, and improve they would not trust any company options from their cable provider, quality of life. They can also illustrate with personal information associated bank, and automaker. Millennials to consumers that their data is secure. with wearable technology. meanwhile are most excited about Consumer excitement doesn’t always correlate to consumer trust % excited about the possibility vs. % who’d trust a product from... Excitement Trust Doctor’s office 65% 41% Hospital 62% 38% Health insurance company 62% 34% Cellphone provider 61% 18% Entertainment provider 57% 10% Pharmacy 57% 29% Teacher 57% 12% Travel agent 56% 8% Cable provider 52% 11% 52% Bank 33% 50% Car company 9% Base: Total sample (n=1000); Q37. Would you be excited to experience a wearable technology product from any of the following types of companies or or individuals? (top 2 box); Q39. Which companies would you trust to capture your information through wearable tech? (top 2 box) PwC The Wearable Life 9The wearable journey: from hesitation to adoption Price is far and away the number one barrier to adoption they don’t even know if they would use. In fact, the same among current nonusers of wearables across all categories product flaws discussed earlier that could lead to decreased —as well as for respondents who say they have no interest usage or abandonment might well prohibit a wearable in wearables in the future. purchase in the first place. And with novelty comes a level of uncertainty, which leads One might have thought that privacy would be the biggest to the second-highest reason for lack of uptake across all hurdle facing wearable technology today. Not only is categories. Our respondents told us: “I don’t think I will this not true, but concerns around privacy have actually actually use it.” lessened since 2014 for two out of the four product categories (smart watches and glasses). The top two consumer concerns would lead us to believe that they are hesitant to pay a lot of money for something Just too pricey Price is the 1 reason consumers hesitate to buy wearable tech Justifying the wearable purchase... I want it but will I use it? Smart clothing 1 Price 2 May not use 3 Lack of relevance/utility 4 Privacy 5 Performance or quality Smart watch Fitness band 1 Price 1 Price 2 May not use 2 May not use Smart glasses 3 Lack of relevance/utility 3 Privacy 1 Price 4 Device fatigue 4 Device fatigue 2 May not use 5 Privacy 5 Lack of relevance/utility 3 Lack of relevance/utility 4 Privacy 5 Digital overload Base: Does not currently own/somewhat or very unlikely to purchase (total sample: n=1000); Q27. What are your biggest hesitations with regards to purchasing ITEM TYPE that can send and retrieve information about your health, location, and other details? 10 The Wearable Life PwCAffordability, productivity are top reasons to buy 36% 30% 25% It's affordable It helps me be more productive It tracks personal information with my personal time that's important to me 16% 14% 14% It works seamlessly with my It looks fashionable/cool It helps me be more other mobile and stationary productive at work tech devices Base: Does not currently own/somewhat or very unlikely to purchase (total sample: n=1000); Q19. Below are possible reasons for why someone might purchase a wearable technology device. Please select up to 3 statements below that would motivate you to adopt wearable technology. Ultimately, consumers are telling us they have to perceive real value before they can invest in a wearable. For companies, the message is clear: Provide an irrefutable use case that clearly establishes the value of your wearable— especially one with a lofty price tag—for the consumer. The reasons behind decreased usage (among current users) and reluctance to buy (among current nonusers) are strikingly similar. The same correlation can be said for increased usage (among current users) and future purchase motivation (among current nonusers). Both groups are motivated by productivity, and are drawn to products that help simplify their life—sentiments especially true among our female respondents. Men, meanwhile, are more likely to value the “coolness” factor (18% vs. 10% women). Seamless integration with a smartphone also tops the importance list. PwC The Wearable Life 11Spotlight on parents Parents (adults with at least one child in the household) are signic fi antly more likely (49%) than non-parents (24%) to own not just one, but multiple wearable devices. As with consumers overall, parents’ main motivator for initial purchase was health (20%). Most non-parents, vs. however, received their first device as a gift (18%). Parents are also more likely than both non-parents and consumers overall to see wearable technology in a positive light. And parents are also less likely to believe that wearable technology will hurt their ability to relate to other humans, invade their privacy, or make them more 62% 41% vulnerable to security breaches. of parents own a of non-parents wearable device Parents believe an increase in wearable technology can improve their: % Health 85 % Tech proficiency 80 % Parenting 77 % Productivity 77 % Efficiency 70 % Relationships 64 % Stress level 61 Base: Total respondents (n=1000); Q20. Given what you know, or imagine, about wearable technology, how closely do you agree with the following statements? (top 2 box) 12 The Wearable Life PwCParents are early adopters % very likely to purchase in next 12 months Parents Non-parents 36% 28% 27% 24% 21% 19% 16% 13% 10% 8% Fitness band Smart watch Smart glasses Smart video Smart clothing /photo device Base: Total pre-quota sample (n=700); Q17. How likely are you to purchase the following wearable technology devices in the next 12 months? As for benet fi s, parents are in favor of wearables that: Peace of mind is a compelling reason parents buy wearables. A GPS tracker on a child’s wristband in 1. Keep their children safe a crowded shopping mall connected to the parent’s 2. Help them exercise smarter smartphone, for example. 3. Make healthcare more convenient Cementing closer ties is another. Parents, even 4. Enable healthier eating grandparents, are open to technology as a means to better connect—and stay connected—with kids and grandkids. 5. Make technology simpler to use In fact, 80% of parents believe wearable technology Parents who don’t currently own a wearable technology will make technology on the whole simpler and easier device are much more likely than non-parents to buy one to use, most likely because they see their kids deploying in the next 12 months. While price is the biggest hurdle for technology with such ease. They told us ease of use was parents, they are open to wearables that: among the top five “must haves” for wearables. 1. Are reasonably priced As parents look for ways to simplify their lives, keep track of their kids, monitor their health and fitness, and 2. Improve productivity chart personal information, wearable tech is an extremely 3. Track important personal information viable option. PwC The Wearable Life 13The wearable future: live long and strong Picture a fit, active world where people live longer, work flexible hours—sometimes remotely—and watch TV on wearable screens. Health insurance is less expensive as insurers monitor fitness levels and advise preventive measures. That colleague whose name you can’t remember? No worries: Wearable glasses and hearables combined with facial recognition software whisper Bob’s name in your ear right before you enter the room for a meeting with him. This is how consumers envision a wearable future. With overall sentiment improving, consumers are becoming more comfortable with the idea that wearable technology will have a positive effect on life. Since 2014, more consumers agree that widespread use of wearable technology could lead to a decrease in obesity (63%), an increase in life expectancy (70%), and would preclude the need to remember names (61%). Living longer, better lives . . . with wearables Wearable glasses and hearables tell us about the people around us Telecommute at least % All clothing is part of the time % 59 47 Wearable screens internet-connected Facial recognition to watch TV at least half the time % % 66 % Up 12 pts 36 % from 2014 54 % 61 % 57 53 % Up 9 pts 61 from 2014 % 53 Up 8 pts Up 18 pts from 2014 from 2014 Lower health Up 8 pts from 2014 insurance premiums % 62 % 53 Fewer obesity Up 9 pts Live 10 years longer problems from 2014 % % % 63 70 45 % 56 Up 14 pts Up 18 pts from 2014 from 2014 Base: Total sample (n=1000); Q43. Please indicate how likely each of the following is to come about as a result of widespread use of wearable tech. (top 2 box) 14 The Wearable Life PwCConsumers are also more optimistic and open to “what if” possibilities that could one day become reality. Possibilities that even a few years ago would have been unthinkable. A healing hand bracelet with thermoelectric pulses to reduce joint pain, for example. Or mood-monitoring headphones that select the next song in your lineup. Or even a wearable that charts driving patterns for safe- driver discounts. The wearable future: A healing hand Our wearable tomorrow bracelet with % who find the below scenarios useful thermoelectric pulses to reduce joint pain. 83% 82% 66% Thermoelectric The ability to track Mood-monitoring pulses to heat, cool, your child’s health, headphones to and soothe your body safety, or location select your streaming via a bracelet that via wearables music line-up senses temperature, pain, and stress “If a device could tell I was having 85% 62% 62% a panic attack, I might be able to stop it before it Safe-driver insurance Name-recognition Rewards for discounts based on earbuds that feed you productivity happens.” wearable tech a bio when someone improvements based reintroduces him or on employer- –Female, 27 herself monitored wearables Base: Total sample (n=1000); Q40. Below are some scenarios of how wearable technology may be used in the future. Please indicate how useful each would be to you. (top 2 box) PwC The Wearable Life 15Fitness wearables continue to lead the market in 2016— more than half of our survey respondents say they are very “It would be nice or somewhat likely to buy a fitness wearable in the next 12 months. However, smart watches are catching up and could to get notifications eventually overtake fitness wearables. on products you use, activities you I’m off to buy . . . a wearable do, etc., and get % likely to purchase in next 12 months rewarded for doing them.” – F emale, 24 57% 53% 50% Fitness band Smart watch Smart video/photo device (e.g. GoPro) The wearable future: Mood-monitoring headphones that select the next song in your lineup. 41% 38% Smart glasses Smart clothing Base: Total pre-quota sample (n=700); Q17 How likely are you to purchase the following wearable technology devices in the next 12 months? (top 2 box) Future adoption overall, regardless of device type, looks promising for both current users and nonusers: 39% of our respondents are very likely to purchase a wearable within the next 12 months; 76% includes both very and somewhat likely. Among current nonusers, nearly one in every four (24%) said they are very likely to purchase a future device; one in three includes both very and somewhat likely. Sustained future success, however, relies heavily on user engagement. For now, most devices would not pass the “turnaround test,” which is characteristic of an item you would turn around and go home to retrieve if you realized you’d forgotten it on your way to work. Like your wallet. Or keys. Or smartphone. The future of wearable technology rests on meeting this kind of “can’t-live-without-it” utility. 16 The Wearable Life PwCImplications 1. Wearables are becoming more ubiquitous. More 5. Connectivity boosts engagement. Today, consumers consumers are placing high premiums on the role of see a benefit in their wearable connecting to their wearables to increase life expectancy, decrease obesity, smartphone; however, the broader trend is wearable and improve work-life balance than they did in 2014. connectivity with an ecosystem of smart-devices. The highest increase, however, was around clothing; Technology is evolving such that the wearable may up 18 points from 2014, more than half of consumers not rely as heavily on being tethered to a smartphone think all clothing will eventually be equipped with for compute and communication capabilities. internet connectivity. Continue to integrate smartphone capabilities into the wearable so that it can provide full value on its own. 2. W earables are eliciting more positive reactions. Since 2014, possible benet fi s are seen as more positive 6. Loyalty programs can foster increased use. Eight and perceived drawbacks are seen as less negative. out of 10 current users say they would use their More consumers agree that wearable technology can product more if they were rewarded either monetarily improve customer service, make us more efficient at or with loyalty points. This was especially true among work, and relieve stress. Fewer consumers believe that women and millennials. wearable technology is an invasion of their privacy. And women value productivity while men seek the 7. Parents represent enormous untapped potential. “coolness” factor. Eager to simplify their lives, they own multiple wearable devices. And they are significantly more 3. P rice—not privacy—is the biggest hurdle to likely than non-parents to agree that wearable adoption. Across all categories, price is the number technology will improve personal accountability and one purchase barrier among non-adopters, followed will make them more efficient both at home and at by consumers “not thinking they would actually use work. They are also twice as likely to think wearable it.” Taken together, these top two concerns indicate technology will relieve stress. they are hesitant to pay a lot of money for something they don’t even know if they would use. Ultimately, consumers are telling us they have to perceive real value before they can invest in a wearable. For companies, the message is clear: Provide an irrefutable use case that clearly establishes the value of your wearable—especially one with a lofty price tag—for the consumer. 4. H ealth benefits dominate purchase motivations. And health-related information is top of mind for consumers: exercise, medical, dietary. Consumers are also excited about the prospect of their doctor’s office, hospital, and/or health insurance provider releasing their own wearable device, more so than any other industry. PwC The Wearable Life 17Wearable tech goes global From emerging to developed countries, wearable • As expected, millennials are leading overall technology is growing at a rapid clip worldwide. In wearable adoption an effort to understand how user wants and behaviors • Fitness devices are the most prevalent wearable; differ around the world, we peeked behind the smart watches are catching up wearable curtain of four quite different countries: 1 Australia, England, Mexico, and Singapore. • Men are more likely to adopt smart glasses and watches, at least for now • Women are more likely to value devices that Unsurprisingly, we found that technology continues to improve productivity be the great unie fi r. In fact, while rates of use do vary by country, we did uncover some overarching themes: • Health information is most sought after, especially among women 1 Methodology: 2000 respondents, n=500 per country; ages 18-64 were recruited for an online quantitative survey in April 2016 and were required to meet the following screening criteria: -n=500 per country, natural fallout -50% Male / 50% Female -Ages 18-64 (50% 18-34; 50% 35-64) We project that only 45% of Mexico’s population has internet access, and this was an online-only survey. As such, additional weighting to Mexico’s data was required in order to gain a more realistic picture of the country’s wearable consumer. 18 The Wearable Life PwCAustralia 55% own a wearable device Types of devices owned Information wanted from device: Fitness Smart Smart video band watches /photo device Medical info Exercise info Dietary info 41% 50% 53% 48% 34% 21% Email/ Social media communication history updates Smart Smart 33% 30% glasses clothing Base: Total sample (n=500); Q23. One benefit of wearables is that they provide the user with information about themselves and the things they encounter in everyday life. If you buy wearable technology in the future, what information would you personally want your wearable device to tell you? Top 5 purchase motivators and hesitations: 20% 14% 1. Tracks personal info 2. Helps me be more productive with my personal time Base: Total sample (n=500); Q10A/Q10B/Q10C/Q10D/Q10E. Please tell 3. It’s affordable us your relationship with the following wearable technology products. 4. Looks fashionable/cool 5. Works seamlessly with other devices Likelihood of future purchase: 1. Price % Smart watches 48 2. I don’t think I will actually use it % Fitness band 47 3. One more device to carry/wear 4. Lack of relevance/utility % Smart video/photo device 45 5. Privacy % Smart glasses 37 Base: Does not currently own/somewhat or very unlikely to purchase (total sample: n=500); Q19. Below are possible reasons for why someone might % Smart clothing 32 purchase a wearable technology device. Please select up to 3 statements below that would motivate you to adopt wearable technology. Base: Does not currently own (total sample: n=500); Q17. How likely are Base: Does not currently own/somewhat or very unlikely to purchase (total you to purchase the following wearable technology devices in the next sample: n=500); Q24. What are your biggest hesitations with regards to 12 months? (top 2 box) purchasing a DEVICE? PwC The Wearable Life 19England 55% own a wearable device Types of devices owned Information wanted from device: Fitness Smart Smart video /photo device band watches Exercise info Medical info Dietary info 56% 48% 58% 49% 37% 19% Email/ Athlete communication history analytics Smart Smart glasses clothing 35% 30% Base: Total sample (n=500); Q23. One benefit of wearables is that they provide the user with information about themselves and the things they encounter in everyday life. If you buy wearable technology in the future, what information would you personally want your wearable device to tell you? Top 5 purchase motivators and hesitations: 23% 14% 1. Tracks personal info 2. Affordability 3. Helps me be more productive with Base: Total sample (n=500); Q10A/Q10B/Q10C/Q10D/Q10E. Please tell us your relationship with the following wearable technology products. my personal time 4. Works seamlessly with other devices 5. Looks fashionable/cool Likelihood of future purchase: % 1. Price Smart watches 54 2. I don’t think I will actually use it % Fitness band 58 3. One more device to carry/wear 4. Privacy % Smart video/photo device 46 5. Lack of relevance/utility % Smart glasses 39 Base: Does not currently own/somewhat or very unlikely to purchase (total sample: n=500); Q19. Below are possible reasons for why someone might % Smart clothing 38 purchase a wearable technology device. Please select up to 3 statements below that would motivate you to adopt wearable technology. Base: Does not currently own (total sample: n=500); Q17. How likely are Base: Does not currently own/somewhat or very unlikely to purchase (total you to purchase the following wearable technology devices in the next sample: n=500); Q24. What are your biggest hesitations with regards to 12 months? (top 2 box) purchasing a DEVICE? 20 The Wearable Life PwC

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