A new study by global research consultancy TNS shows that awareness levels of wearable products such as watches, wristbands and eyeglasses is high, yet user adoption is not following suit.
Since August 2013 awareness of smartwatch technology has gone from 49 percent to 80 percent. While this level of awareness is positive for manufacturers, the lack of use of the products is not, the report says. Of the 1,000 U.S. individuals surveyed, only 1 percent are actually using the wearable technology.
“There are a number of reasons why consumers are reluctant to adapt to wearing these devices,” Brian Cooper, senior vice president of TNS and author of the study. “The technology is still quite expensive for mass adoption, but the most critical part of this is that the technology forces a change in behavior and we’ve seen that when this is required, change is often slow.”
According to the TNS study, the same trend that is occurring with smartwatches can be seen across other wearable technology categories. The pattern is consistent with head-mounted devices such as Google Glass, where awareness has increased from 52 percent in August of 2013 to 64 percent today, yet usage is still about 1 percent.
“While it’s too soon to say whether wearables is the next big thing or not, it’s clear that tech companies have their work cut out for them,” Cooper said.
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