Consumer Behaviour

Wearables Future: A New Approach To Understanding The Adoption Of Smartwatch – WTVOX Research Impact

Wearables Future: A New Approach To Understanding The Adoption Of Smartwatch - WTVOX Research Impact

Wearables Future: A New Approach To Understanding The Adoption Of Smartwatch – WTVOX Research Impact – discussing the latest approach to understanding smartwatch consumers.

Wearables Future: A New Approach To Understanding The Adoption Of Smartwatch – A New Market

The history of Smartwatches goes back to the 1970s when Hamilton Watch Company introduced Pulsar as the first electric digital watch. At the time, these wearable devices were appealing to a niche segment of tech-savvy early adopters or the so-called geeks.

Wearables Future: A New Approach To Understanding The Adoption Of Smartwatch - WTVOX research impact - Pulsar watch being introduce on 1970s as the first all electric digital watch

The boom of smartphones added to the growth of smart wearable devices – embedded portable computers, allowing interactions between the users and their smart environment anywhere and anytime.

The hegemony of wearables has not stopped as the current market reports indicate continued growth, thanks to their high potential in generating value-added products – see IDC and IDTechEX report.

The additional value wearables bring relates to multiple product categories such as medicine, fitness, entertainment, gaming and so on.




The expansion of wearables opened up new doors to smartwatch manufacturers and tech giants, such as Apple and Samsung, allowing them to target a wider range of consumers. As a consequence, a global market of smartwatches began to develop, with tech startups and established brands launching devices for different platforms, such as Samsung Galaxy Gear on its own operating system, Fitbit and Android watch OS.

Wearables Future: A New Approach To Understanding The Adoption Of Smartwatch – Challenges and Opportunities

However, in order to target general consumers, having innovative forward-thinking features is not sufficient. More variables than pure functionality would kick in when we talk about changing consumers’ taste from conventional watches to smart ones.

With the new generation of smartwatches, brands have started to put accent not only on the technological capabilities of their products but also on their aesthetics.

Therefore, it is crucial to consider consumers’ needs in both categories. Tech-infused products should be fashionable as well as useful, easy to use, trustable and more.




In an ambitious project, in September 2014, Apple introduced its own version of the smartwatch, marketed as an alternative to the traditional wristwatch, in a move many perceived as a threat to the luxury watch sector.

However, Apple could not get distant from the obsolete nature of technology and failed – at least at the beginning – to embed pivotal brand attributes such as timelessness and heritage in their innovative watches.

Wearables Future: A New Approach To Understanding The Adoption Of Smartwatch - Challenges and Opportunities - WTVOX Research Impact - TAG HEUER CONNECTED MODULAR 45 and Apple Hermes series 3 Smart watches

However, this bold move from Apple shed light on the existence of a new market for fashionable wearable devices. Today, big names in watchmaking, fashion, and technology, as well as startups are investigating new strategies to enter this fast-growing landscape. Apple watch | Hermès Serie 3 and TAG HEUER Connected Modular are just a few examples of such attempts at merging technology with fashion.

Wearables Future: A New Approach To Understanding The Adoption Of Smartwatch – New Study

In this context, one of the first attempts to understand consumers’ choice to engage in the consumption of technology was the Technology Acceptance Model. The model first proposed by Fred D. Davis in 1989, is also known as TAM in the academia.

In simple words, TAM suggests that consumers’ adoption of new technology depends on how easy it is to use to them (known as perceived ease of use) and how useful they think it is (perceived usefulness). Although TAM was designed to explain simple cases like the acceptance of early computers, the model provides a solid foundation and mindset for more contemporary contexts, such as wearable devices and smartwatches.




Nowadays, as our relationship with technology continues to evolve, new approaches are needed in understanding market demands for such products. For example, a new approach, built on TAM, was presented by Dr. Milad Dehghani, Dr. Ki Joon Kim, and Dr. Rosa Maria Dangelico, which investigates actual users, rather than potential ones.

Must Read: Wearable Technology – 7 Industries To Win Big

Their study might be of a tremendous help in predicting smartwatch usage through the introduction of new determinants of continuous usage intention. You can read their finding at ‘Will smartwatches last? factors contributing to intention to keep using smart wearable technology’.




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