In a new report out today, my colleague Sarah Rotman Epps writes about the emerging but limited market for fitness wearables like the Nike+ FuelBand and the Jawbone UP. The report finds that only 4% of US online adults, or about 8 million consumers, fit a target profile predictive of buying a fitness wearable. Why so few? It turns out that mainstream consumers’ attitudes are very different from the health-conscious tech optimists buying these products today.
A few months back, we set out to understand how mainstream consumers feel about these devices using our Market Research Online Community (MROC) of 1,500 general US online consumers. As I’m using a wearable health-tracking device, I was excited to learn whether these consumers saw the same value that I saw in these innovative products.
Well, they don’t. In fact, “excited” isn’t even in their vocabulary when it comes to wearable devices. “Waste of money” was more how they described them.
Consumers feel that they know what to do to maintain a healthy lifestyle and use the concept of “moderation” to monitor their health, rather than fancy devices. In general, though, they lack self-awareness of their own unhealthy habits, they don’t feel accountable for their own health, and they expect their primary care doctor to monitor their well-being over the long term. Their perception is that wearable devices are for people who are chronically ill, need help with weight loss, or have obsessive personalities.
Some of you may not be aware that Forrester manages a market research online community (MROC) comprising 1,500 US online consumers recruited from our quantitative Consumer Technographics® surveys. While our Technographics surveys tell us what consumers do, the proprietary data we collect from our MROC completes the story by highlighting why consumers behave that way.
This year, Black Friday saw a record 89 million shoppers, up 3 million from 2011, according to a survey conducted by the National Retail Federation. In anticipation of this behemoth shopping day, we recently tasked our online community members with telling us anything and everything about their holiday shopping plans. This past Black Friday and Cyber Monday, we fielded a few short surveys to capture what our members were doing at that moment — what they bought, who they bought for, where they bought, and how much of their holiday shopping they accomplished.
At the end of this year, we will post a comprehensive report on our findings for the full holiday season. But to give you a small preview of what’s to come, here are a few “fresh from the field” insights that intrigued us right off the bat.
On both Black Friday and Cyber Monday, consumers primarily shop for their children and spouses. However, consumers are also shopping for themselves as well.