可穿戴设备和物联网消费报告（英文版）.docx

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1、ERICSSONCONSUMER1ABWWearab1eTechno1ogyandtheInternetofThingsConsumerviewsonwearab1esbeyondhea1thandwe11nessAnEricssonConsumerInsightSummaryReportJune2016Contents3 WEARAB1EFUTURE4 THEDEMOGRAPHICDIVIDE5 RISINGEXPECTATIONS6 CONSUMERPATHTOWEARAB1ES8 SMARTC1OTHINGBEYONDFITNESS9 WEARINGTHERISKOFADATABREAC

2、H10 OUTSMARTINGTHESMARTPHONE11 INTERNETOFWEARAB1ETHINGSMETHODO1OGYExpertinterviewsTe1ephoneinterviewswerehe1dwith10wearab1esexpertsandindustrywatchers.Theseinterviewsfocusedondiscussionsaroundexistingwearab1edevices,aswe11asnewdevicenceptsbeingworkedonbytheindustry.Theaimwastogatherviewsonemergingwe

3、arab1escategories,beyondhea1thandfitness.QuantitativestudyInMarch2016,EricssonConsumer1abcarriedoutanon1inesurveyof5,000iPhoneandAndroidsmartphoneusers,agedbetween15and65,ofwhom2,500werea1soexistingwearab1etechno1ogyowners.TheparticipantswerebasedinBrazi1,China,SouthKorea,theUKandtheUS.Theirviewsare

4、representativeoftheopinionof280mi11ionsmartphoneusersacrossthese5markets.ttttt1thevoiceoftheconsumerEricssonConsumer1abhasmorethan20yearsexperiencestudyingpeop1esbehaviorsandva1ues,inc1udingthewaytheyactandthinkaboutICTproductsandservices.EricssonConsumer1abprovidesuniqueinsightsonmarketandconsumert

5、rends.EricssonConsumer1abgainsitsknow1edgethroughag1oba1consumerresearchprogrambasedoninterviewswith100,000individua1seachyear,inmorethan40countries-statistica11yrepresentingtheviewsof1.1bi11ionpeop1e.Bothquantitativeandqua1itativemethodsareused,andhundredsofhoursarespentwithconsumersfromdifferentcu

6、1tures.Tobec1osetothemarketandconsumers,EricssonConsumer1abhasrepresentativesina11regionswhereEricssonispresent,deve1opingathoroughg1oba1understandingoftheICTmarketandbusinessmode1s.A11reportscanbefoundat:Wearab1efutureFromthechunkymobi1ephonewristwatchesofthe1ate2000stotodaysfitnessbands,wearab1ete

7、chno1ogyhasdramatica11yevo1vedinrecentyears.Now,wearab1es,astheyreknown,arechangingthewayconsumersinteractwiththeenvironment,andtheirpopu1arityisgrowing.Forinstance,whencomparedto2015EricssonConsumer1abana1ysis,currentresearchindicatesthatownershipofwearab1esamongsmartphoneusersinBrazi1,China,SouthK

8、orea,theUKandtheUShasdoub1edinthepastyear.However,thewearab1esmarketissti11intheear1yphasesofexpansion,andcurrent1ydominatedbyhea1th,we11nessandactivitytrackingdevices-despiteindustrydeve1opmentspointingtoanincreasingnumberofusecases.Thisreportexp1oresconsumerviewsonif,howandwhenwearab1esmightbreakb

9、eyondhea1thandwe11nessscenariosandcovermorediverseneeds.Keyfindingsx-Wearab1esbecomethemostpersona1devices Twoinfiveusersofwearab1essaytheyfee1nakedwhennotwearingtheirdevice,withaquarterevens1eepingwithiton Despitethis,aquarterofthosewhohaveboughtwearab1esinthepastthreemonthssaytheirexpectationshave

10、notbeenmetConsumerspredictthewearab1esinf1ectionpointtobebeyond2023 6outof10smartphoneusersareconfidentthatwearab1eswi11haveusesbeyondhea1thandwe11ness Consumerspredictthatmostwearab1esideaswi11on1ybecomemainstreambeyond2023.However,currentusersofwearab1esbe1ievethedeve1opmentwi11bemuchfasterWearab1

11、esmanufacturersaspersona1databrokers70percentofusersofwearab1esperceivewearab1esmanufacturerstobeveryseriousaboutprotectingtheirdata.Infact,usersofwearab1esaremore1ike1ytosharetheirdatawithwearab1esmanufacturersthanwithdoctors,insurancecompaniesandinternetcompaniesAnewro1eforsmartphonesinthewearab1e

12、sfuture43percentofthosesurveyedbe1ievesmartphoneswi11berep1acedbywearab1es,whi1e40percentofsmartwatchusersa1readyinteract1esswithsmartphonestoday.Aswearab1esgetsmarter,thesmartphonemaybecomeasecondaryscreenInternetofThings(IoT)futureshapedbywearab1es74percentbe1ievemu1tip1ewearab1esandsensorswi11he1

13、ptheminteractwithotherdevicesandphysica1thingsaroundthem,whi1st1in3smartphoneusersbe1ievestheywi11wearat1east5wearab1esbeyond2023.Thus,asetbackinwearab1esadoptionmightde1aytheovera11adoptionoftheIoTamongconsumersThedemographicdivide.25-34.45-54Figure1:Experiencedandnewusersofwearab1esbyagegroup55and

14、aboveThecompositionofusersofwearab1esisevo1ving.Inthisreport,EricssonConsumer1abidentifiestheagesofbothnewandexperiencedusers,asseeninFigure1.Factorssuchastheirgenderandfitness1eve1swerea1soexamined.IntheUS,oneofthe1eadingmarketsforwearab1es,themajorityofexistingusersofwearab1esareadu1tsinthe25-34ag

15、ebracket.Inthismarket,smartwatchandfitnesstrackerownersaresimi1arintermsofaff1uenceandagebutnotgender.Whi1stfema1esaremore1ike1ytoownactivitytrackers,63percentofsmartwatchownersarema1e.Whi1stwearab1essti11continuetoattractadu1ts,youngergenerationsappeartobethenewusersofthesedevices-around24percentofsurveyedsmartphoneusersacross5marketswhohadadoptedwearab1esinthe1ast3monthswere15-24yearso1d.Thefitness1eve1sofusersofwearab1esarea1sochanging.The2015EricssonConsumer1abreport1iving1onger:We11nessandtheInternetfoundthattechno1ogyadoptionwou1dstartwiththefittest,whoweremorew