News Byte: One in Six Wear Wearables

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Consumers on wearables: fashion-backward
Consumers on wearables: fashion-backward
 

Breakdowns of click and purchase data from mobile phones and tablets will soon feature a third column for wearables, though the wrist computers are lingering in the early adopter phase, according to a new Nielsen study.

While 70% of consumers were aware of the devices, only 15% have taken the plunge and strapped one on. Nearly half of them fell into to the 18 to 34 age range, and they split evenly along gender lines, according to an online survey Nielsen conducted among 2,313 adults from its Connected Life sample.

Other key findings:

  • Three quarters of wearable wearers considered themselves early adopters and trended toward affluence. Nearly a third (29%) earned more than $100,000.

  • Fitness bands were the most popular wearables, the choice of 61% of those surveyed. Next came smart watches (45%) and mobile health devices (17%). Convenience was the chief motivation for purchase.

  • Cost and fashion-consciousness proved the key barriers to wearable adoption. Seventy-two percent of nonpurchasers said they wished they were cheaper, 62% were waiting for non-wrist options, and 53% desired wearables that looked more like jewelry.
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