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Wearable Technology - Canada - November 2017

OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY 
The issues
Attracting older consumers
Figure 1: Wearable device: ownership and intent to purchase, 18-44s vs over-45s, August 2017
Most non-owners find no use for wearable tech
Figure 2: Reasons for non-ownership of wearable technology, August 2017
Many feel most smartwatches are overpriced
Figure 3: Attitudes towards wearable technology, August 2017
The opportunities
Owner behaviours can differ by gender
Figure 4: Fitness tracker owner behaviours, men vs women, August 2017
Smartwatch owners employ their device
Figure 5: Smartwatch owner behaviours – Usage, August 2017
Women see wearables as health awareness tools
Figure 6: Attitudes towards wearable technology, men vs women, August 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Time constraints can affect ownership
Younger groups will boost growth
Financial concerns can lead to cautious spending
MARKET FACTORS 
Time constraints can impact ownership
Younger cohorts will aid growth
Figure 7: Projected trends in the age structure of the Canada population, 2014-19
Monetary concerns can lead to cautious spending habits
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Promoting the latest and greatest wearables
Variety in wearable tech bands
Interest in wearable tech is unmistakeable
Some brands experiencing difficulties
Tech embedded in jewellery
MARKETING AND ADVERTISING
Advertising the latest and greatest wearables
Figure 8: Apple watch series 3, acquisition e-mail, September 2017
Figure 9: Samsung gear s3 frontier, online-advertisement, December 2016
Black Friday promotions
Figure 10: Fido, print advertisement, October 2016
Variety in wearable tech bands
Figure 11: Apple watch series 2, acquisition e-mail, April 2017
Figure 12: Kate Spade Saturday, acquisition e-mail, November 2016
Figure 13: Horween leather for Fitbit ionic, August 2017
WHAT’S WORKING?
Interest in wearable tech is palpable
WHAT’S STRUGGLING?
Some brands are lagging behind
Major barriers include cost and usefulness
WHAT’S NEXT?
The number of “connected devices” will likely increase
Tech embedded in jewellery
THE CONSUMER – WHAT YOU NEED TO KNOW 
A third of consumers own wearable tech
Most don’t own wearable tech as they find no use for it
Fitness tracker and smartwatch owners make use of their devices
Many consumers believe that most smartwatches are overpriced
Men more critical of wearables
WEARABLE DEVICE OWNERSHIP AND INTENT TO PURCHASE    
A third of Canadians own wearable technology
Figure 14: Wearable device ownership and intent to purchase, August 2017
Figure 15: Wearable devices: ownership and intent to purchase, 18-44s vs over-45s, August 2017
Figure 16: Wearable device - Any ownership and any intent to purchase, men vs women, August 2017
Walking is the most common physical activity
Figure 17: Participation in activities, August 2017
Figure 18: Participation in activities, men vs women, August 2017
Figure 19: Gabby Reece & Fitbit Behind the Scenes, March 2017
Figure 20: Julianne Hough & Fitbit Behind the Scenes, March 2017
Figure 21: Garmin Presents: The Connected Cyclist, August 2017
Figure 22: Garmin: Jeremy Martin represents, June 2017
REASONS FOR NON-OWNERSHIP  
Lack of need cited as main reason for not using wearable tech
Figure 23: Reasons for non-ownership of wearable technology, August 2017
Expensive for younger consumers whereas older groups find no use for wearables
Figure 24: Reasons for non-ownership of wearable technology, 18-44s vs over-45s, August 2017
SMARTWATCH AND FITNESS TRACKER OWNER BEHAVIOURS   
Smartwatch owners utilize their device
Figure 25: Smartwatch owner behaviours – Usage, August 2017
Figure 26: Smartwatch owner behaviours, August 2017
Most fitness tracker owners utilize their device daily
Figure 27: Fitness tracker owner behaviours – usage related, August 2017
Figure 28: Fitness tracker owner purchase behaviours, August 2017
Owner behaviours contrast by gender
Figure 29: Fitness tracker owner behaviours, men vs women, August 2017
Figure 30: Introducing Fitbit Ionic, August 2017
ATTITUDES TOWARDS WEARABLE TECHNOLOGY 
Almost half of consumers feel smartwatches are overpriced
Figure 31: Attitudes towards wearable technology, August 2017
Men more critical of wearables where women see them as health awareness tools
Figure 32: Attitudes towards wearable technology, men vs women, August 2017
Younger consumers have stronger feelings towards wearables
Figure 33: Attitudes towards wearable technology, 18-44s vs over-45s, August 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

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