Throughout this year, we’ve seen a surge in wearable tech, to the point that it’s even managed to eclipse smartphones and tablets (at least, in PR impact) at various electronic shows over the past few months. However, there’s certain care that needs to go into how it’s being marketed, according to a new report titled “Wearables: 10 Insights on Device Adoption and Business Opportunities,” compiled by eMarketer.
International Data Corporation’s projections indicate that wearable device shipments will triple in number throughout the remainder of this year, with 19.2 billion units shipped worldwide. However, there are two things that keep the enthusiasm at bay.
The first is the logic that significant growth shouldn’t be surprising considering the debut of new technology, especially when it comes to being wearable on someone’s body. With various parts being available for said technology, the options seem almost limitless.
Secondly, the introduction of a “magic” product, which would appeal to an audience outside of certain consumers, has yet to hit retail. Sure, there are products out there that draw in a certain crowd, but not as accepted in mainstream as most marketers would prefer. The Apple Watch could change this with its debut next year, but for now, penetration seems rather low across general U.S. audiences.
That doesn’t mean the market should be ignored, as it’s ripe for success, with a number of companies working on new products that utilize next-generation display technology, as well as other bits and pieces revolving around comfort and practical use. Marketers are looking to engage with these devices, rather than actual physical interactivity.
“Interaction on these devices will not be through two-thumb typing,” said Atul Satija, vice president of global revenue and operations at mobile advertising network InMobi. With that, “interaction has to be a single-finger touch that is more of a ‘yes/no’ command.”
But what should be the overall goal of the wearable Kira Wampler, CMO of real estate search site Trulia, believes that the wearable needs to “give just enough information for the user to make a decision whether or not they want to take that next action — getting out their phone.”
What do you think? Is the wearable market due for a huge upswing with the right product, or is more work needing to be done to get advertising moving along?
Source: eMarketer
