When it comes to wearables, women aren’t buying it–not what’s out there at least, according to a new study by Saatchi & Saatchi Wellness.
Fitbit, which had the third largest U.S. IPO of 2015, had a valuation of $4.1 billion but men accounted for 70% of those profits. The agency found that 95% of women are aware of wearable technology but only a third of them followed through with purchasing it.
Sourced through Scoop.it from: www.forbes.com
1. Wearables Creators Don’t Get the Meaning of “Wellness”:
Contrary to what smartwatches like the Apple Watch and Fitbit advertise in targeted fitness ads, the study showed that women want a wellness app dealing with emotional, social and mental aspects. Only 12% of respondents ranked physical health as their definition of wellness, placing them a significant 64% below emotional benefits.
“Overwhelmingly, women recognize that there’s an interconnection between health and wellness but they’re very, very different,” Suchotliff says. “Health for women is something very concrete. It’s measurable. It’s ‘I have a cold’ or ‘I have an eye infection’ or ‘I’m overweight.’ It’s got specifics you can determine. Wellness is much more emotional and very personal.” According to the study, women can’t relate to the current goal-setting wearables of today. “Women feel very intuitive and when they thought about setting goals, they thought about tracking,” says Suchotliff. “They didn’t want the kind of tracking that would remind them of any sort of barriers or not meeting their goals.” Other aspects of wellness included a job change and making specific changes for wellness around the age of 40. Suchotliff says another was in relation to services of others meaning, “I’m going to make this change in my wellness because I want to make a better mother” or “When I’m well, my business thrives.”
2. There’s a Disconnect Between Form and Function: The big players seem to be under the misconception that women will embrace their products as long as they’re glamorous–i.e. Google Glass bringing in Diane Von Furstenberg and Fitbit partnering with Tory Burch says Suchotliff. The study found that 57% of respondents say while design and aesthetics play somewhat of a factor in their purchasing decisions it’s not the most important element–function is. Only 43% of respondents said aesthetics and design was the primary factor in their last major purchase of over $1,000. “At the end of the day, it’s about value and overwhelmingly we heard that women don’t see the value of wearables out there now and it’s mainly because they’re not meeting women’s needs,” Suchotliff says. “Tech companies creating a fashionable wearable without an understanding of what women want out of health and wellness is ineffective.” – When women think about technology for wellness, the study showed that mobile and fitness-tracking were the first things that came to their minds. “Partly, I think because our mobile devices are attached to us but partly there’s two other elements,” she says. “One is that we cannot imagine the things that are not yet invented–women are not used to these devices being designed for them,”