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BizReport : Mobile Marketing : February 02, 2016

Survey: Smartwatch interest growing

When it comes to wearable tech the smartwatch is the latest gadget to gain notoriety, and yet, we haven't seen scores of consumers knocking down retailers' doors trying to get them. That, according to one new survey, could change.

by Kristina Knight

Kentico Software recently polled consumers about their interest in smartwatches and found consumer interest is high, but cost may be slowing them down. According to the results 60% say they'd 'like to eventually' own a smartwatch with 36% planning a purchase in the next year. Most report the cost of smartwatches has kept the devices in stores rather than on consumers' wrists.

"In my view, three things need to happen in order for the widespread adoption of smartwatches to take place," said Kentico Founder and CEO Petr Palas. "First, smartwatch makers are going to have to do a much better job in selling the technology and convincing people of the utility and convenience of owning one. Too many people simply don't have a compelling reason to go out and buy a smartwatch today. Second, WCM and online marketing software makers are going to have to fine-tune their products to address the smartwatch's tiny yet very important piece of screen real estate. And third, retailers and other vendors need to find new and clever ways to deliver marketing messages to smartwatches. That being said, there is no doubt in my mind that the smartwatch represents a unique opportunity for digital marketers."

As for what consumers want in a smartwatch: email and texting abilities (46% want) top the list. The key is that consumers want to be able to text and email without needing their smartphone to be within reach. Just over one-third (38%) want to be able to make voice and video calls via their watches and 33% say they'd like access to maps/directions or to track their diet/fitness.

Other interesting findings from the survey include:

• 87% would like to 'test drive' a smartwatch prior to purchase
• 70% say they would most often use a smartwatch for personal rather than business
• 71% say they 'are okay' with 'some' smartwatch advertising
• 23% say ads on smartwatches should be limited to pre-approved advertisers

Image via Shutterstock

Tags: Kentico Software, mobile marketing, mobile tech trends, Smartwatch trends

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