穿戴式装置：健康与安全的进步

概括：

穿戴式装置的消费者渗透率处于历史最高水平，近一半的美国网路家庭拥有至少一款智慧手錶或健身追踪器。设备製造商必须仔细考虑他们的下一步策略：是增加吸引力并进入未开发的市场，还是透过先进的特性和功能吸引现有用户。这项研究评估了穿戴式装置市场的当前范围，重点关注健康和安全领域的新进展。

主要调查项目

• 1.智慧手錶、健身追踪器、混合手錶、智慧珠宝等穿戴式平台的消费者渗透率是多少？
• 2.过去几年品牌知名度发生了什么样的变化？
• 3.对戒指和智慧珠宝等新形式的需求是什么？
• 4.消费者如何评估新功能和可用的附加功能，例如健身订阅和手机连线？
• 5.顾客购买行为背后的驱动力是什么？
• 6.对人身安全功能和服务的需求是什么？

该报告调查了全球穿戴式装置市场，检视了智慧手錶、健身追踪器和混合手錶等穿戴式平台的消费者渗透率、消费者品牌认知度、功能和外形等各种消费者偏好，并总结了对各种穿戴式装置的支付意愿。

目录

研究方法和定义

定义穿戴式市场

执行摘要

• 将穿戴式装置引入家庭
• 穿戴式品牌采用：智慧手錶、健身追踪器、GPS运动手錶
• 拥有智慧手錶
• 额外订阅
• 智慧手錶购买意向
• 购买的智慧手錶品牌
• 打算在未来 6 个月内购买穿戴式装置
• 穿戴式装置所有者的用例
• 引入紧急呼叫设备/应用程式的原因

市场状况

• 穿戴式装置：美国网路家庭的采用、购买与购买意向
• 穿戴式装置: 购买型
• 消费性电子产品净推荐值
• 穿戴式装置：净推荐值
• 穿戴式装置使用者的人口统计区隔

美国网路家庭的品牌采用率

• 美国网路家庭对穿戴品牌的采用率
• 智慧手錶家庭的品牌采用率
• 智慧手錶nps
• 拥有健身追踪器的家庭对品牌的接受程度
• 健身追踪器 nps
• GPS运动手錶在家庭中的品牌采用率
• GPS 运动手錶 NPS
• 智慧环家庭的品牌采用率

对功能的兴趣和付费意愿

• 对健康相关穿戴功能的认识
• 穿戴式装置买家愿意为具有特定功能的型号/品牌支付更多费用：医疗和健康功能。
• 愿意为与健康相关的可穿戴功能付费
• 为拥有穿戴式装置的家庭提供优质应用程式和服务
• 对穿戴式装置的满意度：付费应用程式和服务
• 应用整合：远距医疗、第二萤幕
• 美国网路家庭的受欢迎程度
• 智慧手錶拥有者与非拥有者
• 穿戴式产品购买意愿：单一产品 vs 多个产品

穿戴式装置的主要用例

• 腕式穿戴装置使用范例
• 穿戴式装置所有者的用例
• 推荐的健康与保健功能：智慧手錶、健身追踪器、GPS 运动手錶、穿戴式用户
• 推荐的健身与户外功能：智慧手錶、健身追踪器、GPS运动手錶、穿戴式用户
• 首选实用功能：智慧手錶、健身追踪器、GPS运动手錶、穿戴式用户
• 推荐通讯功能：智慧手錶、健身追踪器、GPS运动手錶、穿戴式用户
• 穿戴式装置最受欢迎的时尚特征：使用者介面、边框、风格、錶带、形状、社交环境
• 智慧型手錶控制机制
• 连接到智慧手錶的周边设备

人身安全及应急监控

• 在紧急情况下使用设备/应用程式寻求协助
• 使用的应急解决方案类型
• 引入紧急呼叫设备/应用程式的原因
• 使用的紧急服务类型
• 愿意为经过测试的安全功能付费
• 购买最新的可穿戴设备以确保安全
• 对安全相关穿戴功能的认识
• 购买时优先考虑的安全功能

附录

SYNOPSIS:

Consumer adoption of wearables has hit an all-time high, with nearly half of US internet households owning one or more smart watches or fitness trackers. Device makers must carefully evaluate their next strategies - to widen appeal and break into the remaining untapped market, or to hone-in on existing users with advanced features and functionalities. This research evaluates the current scope of the wearables market, looking at new advances in health and safety.

Key questions addressed:

• 1. What is the consumer adoption of wearables platforms such as smart watches, fitness trackers, hybrid watches, and smart jewelry?
• 2. How has brand awareness and brand perception changed over the past several years?
• 3. What is the demand for new form factors, including smart jewelry such as rings?
• 4. How are consumers evaluating new features and available add-ons, such as fitness subscriptions and cellular connectivity?
• 5. What drives customer purchase behavior?
• 6. What is the demand for personal safety features and services?

ANALYST INSIGHT:

"Wearables adoption is following the pattern laid out by smartphones, coalescing around two major platforms - Apple and Google. Garmin is the largest independent brand remaining." - Kristen Hanich, Research Director, Parks Associates.

Table of Contents

Survey Methodology and Definitions

Defining the Wearables Market

Executive Summary

• Household Adoption of Wearables
• Adoption of Wearables Brands - Smart Watches, Fitness Trackers, GPS Sports Watches
• Smart Watch Ownership
• Additional Subscriptions
• Smart Watch Purchase Intention
• Brand of Smart Watch Purchased
• Intent to Purchase Wearables in Next 6 Months
• Use Cases Among Wearables Type Owners
• Reasons for Adopting a Device/App for Emergency Call

Market Landscape

• Wearable Devices: Adoption, Purchases, & Purchase Intention Among US Internet Households
• Wearable Devices: Purchase Type
• Net Promoter Score for Consumer Electronics Devices
• Wearable Devices: Net Promoter Score
• Demographic Breakdown of Wearable Device Owners

Brand Adoption Among US Internet Households

• Wearables Brand Adoption by US Internet Households
• Brand Adoption Among Smart Watch Households
• Smart Watch NPS
• Brand Adoption Among Fitness Tracker Households
• Fitness Tracker NPS
• Brand Adoption Among GPS Sports Watch Households
• GPS Sports Watch NPS
• Brand Adoption Among Smart Ring Households

Feature Interest and Willingness to Pay

• Attitudes Towards Health-Related Wearable Features
• Wearables Intenders Willing to Pay More for Model/Brand with Select Features: Medical Features and Wellness Features
• Willingness to Pay for Health-Related Wearable Features
• Premium Apps or Services Among Wearables Households
• Satisfaction for Wearable Device by Paid App or Service
• Application Integrations: Telehealth, Second Screens
• Appeal Among US Internet Households
• Smart Watch Owners vs. Non-Owners
• Wearable Purchase Intention: Single Product vs Multiple Products

Wearables Key Use Cases

• Use Cases for Wrist Wearables
• Use Cases Among Wearables Type Owners
• Preferred Health and Wellness Capabilities: Smart Watches, Fitness Trackers, GPS Sports Watches, Wearables Users
• Preferred Fitness and Outdoors Capabilities: Smart Watches, Fitness Trackers, GPS Sports Watches, Wearables Users
• Preferred Utilitarian Capabilities: Smart Watches, Fitness Trackers, GPS Sports Watches, Wearables Users
• Preferred Communications Capabilities: Smart Watches, Fitness Trackers, GPS Sports Watches, Wearables Users
• Preferred Fashion Characteristics for Wearables: User Interface, Bezels, Styling, Watch Bands, Shape, Social Setting
• Smart Watch Control Mechanism
• Peripherals Connected to Smart Watch

Personal Safety and Emergency Monitoring

• Use of Device/App to Call for Help in Case of Emergency
• Type of Emergency Solution Used
• Reasons for Adopting a Device/App for Emergency Call
• Type of Emergency Service Used
• Willingness to Pay for Tested Safety Features
• Purchased Current Wearable for Safety
• Attitudes Towards Safety-Related Wearable Features
• Preferred Safety Features When Purchasing

Appendix