Gartner Research

Millennials Are at the Forefront of the Wearable World

Published: 09 January 2017

ID: G00319930

Analyst(s): Meike Escherich , Annette Jump

Summary

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
  • Impacts

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

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client