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Wearables research reveals changing attitudes and behaviour in the UK…

Submitted by on July 29, 2015 – 6:10 am |

Stephen Mellor, MD and founder of Clicked,The latest wave of results from Clicked Research Agency’s Wearable Technology Tracker have just been released, with some surprises.

UK Digital research specialist Clicked has recently completed its latest wave of research looking in detail at UK attitudes towards wearable technology. The project has used over 2,000 quantitative interviews and qualitative in-situ depth interviews to provide an authoritative voice on the UK consumers’ attitudes towards the category.

The latest wave of research has helped to answer one of businesses burning issues: Why do consumers need a Smartwatch, when they already have Smartphone that performs all of the functions adequately?

Clicked’s research suggests that behaviour of the smartwatch user is evolving, indicating a divergence in the role of a smartwatch vs. a smartphone. A big indicator of this divergence is that users of smartwatches look at their smartphones less often – the convenience of glancing at the wrist for notifications means they are spending less time looking at the smartphone screen.

Stephen Mellor, MD and founder of Clicked, comments “Smartwatch usage has not replaced the smartphone and we didn’t expect it to. But we’ve heard how the smartphone has remained in the handbag all day since the smartwatch was acquired. Many users tell us that the smartwatch compliments the smartphone, providing them with greater convenience and security.

This suggests that the role of the smartwatch in providing greater convenience is a core issue for device manufacturers to communicate, but more importantly, it suggests a behaviour change in usage of smartphones.

This notion of convenience is core to the role of Smartwatches and Activity Trackers. Clicked research suggests that with time pressured lives so common, the idea of wearable devices providing meaningful benefits is becoming a more interesting proposition for UK people.

Mellor comments: “There’s much more knowledge amongst consumers than 6 months ago. Of the 39 benefits (apps) of owning a wearable device that we track, we’ve seen rises in extreme interest for 37 of them. We attribute this to an increase in awareness, knowledge and excitement within the category”.

However, this increased knowledge has resulted in an increase in resistance to purchasing a wearable device. Barriers to purchasing wearables have risen since the last wave 6 months ago, with worries about data access and security breaches increasing for potential owners.

For details about the research, visit

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