Under Armour in partnership with HTC has unveiled UA HealthBox that makes consumers concern about Health and Fitness the focus of attention, with connected devices termed as the Fitness System. The UA HealthBox comes ready with a fitness tracker, chest strap and an app that lets you track your fitness for different goals. All devices connect to UA Record an app hat lets the user record health and nutrition data, giving consumers the goals achievement in a snapshot.
Health and Fitness wearables are high on the priority of Internet Users with a survey highlighting a high purchase intent for Health and Fitness tracker and Smart apparel, with nearly three-quarters of respondents planning to purchase a Health or fitness Tracker in the next 12 months. According to eMarketer, The Consumer Technology Association (CTA), formerly the Consumer Electronics Association (CEA), surveyed 1,001 US internet users.
More than one-third of that group said they plan to buy a smart watch and 30 percent said they intend to purchase fitness apps in the next 12 months. Nearly 27 percent of health and fitness device buyers said they expect to buy wearable fitness devices, and the same percentage said they plan to purchase smart apparel.
The penetration of smart devices is likely to double by 2018. The number of wearable users is likely to increase by 61 percent in 2016.
UA HealthBox can be preordered in the US and is priced at USD 400.
Under Armour has mobilized significant buzz with tweets from Influencer Dwayne Johnson with over 9 Million Followers on Twitter and 38 Million followers on Instagram. The tagline Exercise Smarter. Feel Better. Live Longer positions the UA HealthBox as an answer to the anxieties surrounding the consumers about Health and Fitness.
Next Up, Under Armour Connected Sneakers.
Mobile mind shift has created newer opportunities for Marketers to respond to the glanceable moment offered by Smartwatch screen views. According to research by Forrester, as high as 10 percent US respondents use a daily fitness tracker and as high as 45 percent are intrigued by the prospect of getting a Smartwatch.
A Smartwatch experience is seen by the users, as a step ahead of the Smartphones experience as the Smartwatch glanceable moments, make it easier to access and personal than accessing the phone that is seen to be more cumbersome.
Urban Airship with Forrester has shared insights from research that can help you design your Smartwatch App Experience and chalk out your Brand’s Smartwatch App Engagement Strategy.
Recreate Mobile Use Case For Smartwatch experience with A Glanceable Moment in Mind
Glanceable moments offer a window of 3 seconds for engaging your customer. Thus designing a Smartwatch experience is different from a Mobile App Use Case. To get the Smartwatch experience right it has to be seen as how well it can help the user to do something that helps them do ” The Next thing”. It is based on the predictive behavior where the information pushed to the user is actionable in 3 seconds as opposed to 10 seconds to 30 seconds available for Mobile phone use case. Thus designing use case by giving timely notification makes the experience more meaningful in a glance. Starbucks App serves notification at the time of placing an order advising the user of the earned rewards. Apple Store App notifications can let you connect with reminders and updates on shipping deliveries.
According to a survey by Piper Jaffray, conducted with 6200 teenagers in Spring 2015, Apple Watch features as one of the top ten preferred watches.The purchase intent for the Watch is at 11 percent amongst the demographic where 66 percent own an iPhone and 64 percent own an iPad.
One of the most compelling reasons for teenagers keen on purchasing the Apple Watch is Messaging and Notifications with 64 percent stating it to be a reason above Apps and Brand. The key insight into the Teen behavior for watch app requires app developers to be able to create experiences that are shareworthy and present contextual offers.
The Smartwatch market, is expected to grow massively, boosted also by a growing sub-segment of independent devices with include a SIM card to connect directly to cellular networks. In addition the category growth for wearables is likely to be driven by more fashionable designed devices or sensors included in jewelry, which will be more appealing to female consumers – an important segment which has remained almost untapped so far.
According to a research report published, nearly a third of the CMOs and Senior Marketers believe that the wearable technology will have the biggest impact.
According to a sales forecast report by GfK, among the Wearables the Smartwatches are likely to see a boost in growth increasing to 26.1 Million units in 2015. Though the growth is predominantly riding on the Smartwatch category adoption, according to research the wearable technology ownership will double by 2015—increasing from 7 percent in 2014 to 14 percent by 2015.
17.6 million smartwatches and health and fitness trackers (HFT) bought worldwide last year
HFT accounted for 77 percent of overall volume sold at 13.5 Million Units
GfK predicts smartwatch sales will overtake HFT sales in 2015
The Key barriers to adoption of Wearables are Price and Lack of Perceived value which constitutes almost 50 percent of consumers. The adoption of Wearables technology will increase with brands addressing the key concerns about the perceived value, which constitutes about 30 percent of consumers, the price will remain a concern for 26 percent of the consumers.