Wearables are rapidly increasing in popularity, but not everyone is won over - especially when it comes to price.
This is according to a Colloquy survey, in which 63% of people said wearable devices are too expensive. Just over one out of every two people (52%) say they don’t know enough about wearables and don’t understand them.
On the other hand, 35% of people said wearable technology is nerdy, but ‘cool nerdy’. In a stat that retailers will likely embrace, one in four people (27%) said they ‘used to hate shopping but with my wearable I love it’, and just 8% said wearable devices are uncomfortable, Colloquy says.
Colloquy defines wearables as clothing or accessories that integrate technology into people’s everyday lives in fun and practical ways. This comes in the form as fitness trackers, eyewear, smart jewellery, a dress that posts to social networks or shorts that upload workout stats.
According to the survey, when it comes to wearables people are still highly focused on price and aesthetic.
Some are waiting for prices to go down before making a purchase, some are wondering if they will be behind the fashion curve, and some are concerned about age appropriateness.
Key findings include:
Additional survey results show that consumers registered only modest concerns about the functionality of wearables:
Jeff Berry, Colloquy research director, says the brands that will keep people interested will be those who 'keep it fun, and dynamic'. "Court the might millennials," he says.