Millennials Are at the Forefront of the Wearable World

Archived Published: 09 January 2017 ID: G00319930

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Millennials are the largest user group for wearables, but it is a variable group with drop-off rates of 30%. Technology product marketing leaders need to create distinct messages for younger versus older millennials and find ways to re-engage lost users to succeed in the personal technology market.

Table of Contents

  • Analysis
  • Impacts and Recommendations
    • Millennials are not uniform in terms of wearables usage, with distinct differences between 18- through 24-year-olds and 25- through 34-year-olds, thus creating the requirement for marketing leaders to develop distinct messaging for these groups, taking into account their life stage situation and spending power
    • Fitness trackers are in the mainstream adoption phase in mature markets, but still present a fragmented market with millennial women having the highest usage rates of 25%, hence requiring specific usage scenarios and features for this user group
    • The top drop-off reasons for smartwatches are being bored with using the device and a lack of usefulness, while some millennial smartwatch users are moving to other brands; therefore, marketing leaders for wearable brands need to focus on addressing specific reasons to appeal to lost smartwatch users
  • Gartner Recommended Reading
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