Published: 09 January 2017
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.
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- 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