British consumers are interested in using smartglasses but are nervous about wearing them, research has found.
The independent report by Clicked Research and Lightspeed GMI examined UK consumer attitudes to wearable technology.
It revealed how consumers in the UK are interested in the benefits that wearable technology offers, but are nervous about using devices.
Clicked MD and founder Steve Mellor, said: ‘We conducted 1,000 interviews with a nationally representative UK sample, as well as in-situ meet ups with current users. Just 7% currently own a wearable device, but 20% are extremely interested in owning one. That figure represents huge potential for the category.’
Clicked approached the research by carefully ensuring consumers were able to assess the emotional value to themselves. They used a ‘day in the life’ approach to describe various scenarios a user would find themselves in and asked consumers to rate 31 benefits of using wearable technology.
The results revealed how Smartglasses have a lot of potential, despite recent negativity. Clicked asked consumers to rate a range of wearable devices. The results revealed that 4 of the top 10 benefits for those extremely interested in owning wearables are most effectively delivered by Smartglasses: Comparing prices in retailers, navigation, language translation and being shown offers in store.
Mellor added: ‘Nobody likes the idea of wearing Smartglasses because they look unusual. But fast forward a few years and it will be very tempting for those who currently wear glasses to add a wearables package to their prescription. It’s clear that people want the benefits, but that the current form factor is a barrier.’
Other barriers to purchase of wearable devices that emerge show how many people are nervous of the technology. The issue of data privacy is a worry to a third of people they surveyed, and Clicked found that 1 in 4 say they would become too dependent on their wearable device. The consistent quantifying of ourselves using products such as Fitness trackers may in fact be more worrying than reassuring.