A third of consumers who own a wearable device stopped using it within six months, according to consulting firm Endeavour Partners’ September 2013 survey of 500 adults. Additionally, more than half of consumers who own one no longer use it.
The researchers received responses from 6,223 consumers in the United States about whether they owned a “modern activity tracker”, which they described as devices similar to Jawbone, Fitbit, Nike, and Misﬁt Wearables. And of those, 500 responded that they did own such a device. The age group with the largest percentage of activity trackers owners is the 25-to 34-year-old range (25 percent). After that, 35- to 44-year-olds made up 19 percent of the wearable owning population, and 18 to 24 group made up 17 percent. Given the 3 to 4 percent margin of error, the differences between these age groups could be quite small.
“The lack of long-term utilization raises the stakes for any company incorporating wearables and related data into its products or services,” the survey reads. “It’s not enough to sync with, link to, or work alongside one of the current devices on the market, or to partner with one of the many startups to design an even better device. Designing a strategy to ensure sustained engagement is the key to long-term success in this highly competitive space.”
Endeavor Partners Principal Dan Ledger told MobiHealthNews in an email that the company worked with a consumer research service to conduct the survey, which was administered online exclusively.
Another recent survey, this one from Nielsen’s Connected Life Report, found 15 percent of consumers who know the term “wearable” — and are either already users of “connected life technologies” or interested in them — are wearing one. This survey had 3,956 respondents and was conducted last November. Of those who owned a device, 61 percent owned fitness wristbands, which were distinct from people who owned smartwatches, 45 percent. And in a broader undefined “mobile health device” category, 17 percent of people owned a device.