Wearable tech such as Google Glass 'too expensive' for target audience

Google Glass: 'too expensive' for target audience
Google Glass: 'too expensive' for target audience

Wearable technology such as Google Glass, Sony Smartwatch and Samsung Galaxy Gear is too pricey for the demographic it appeals to most, according to research from GfK.

Just 7% of 16- to 24-year-olds own wearable tech, according to GfK, and only 6% of the UK population.

The former group is the most receptive to the idea of wearing a connected device rather than carrying a smartphone, with 60% finding it appealing.

Price is an object for respondents, especially 16- to 24-year-olds. The research found that the £150-£200 price range of a smartwatch meant that across all groups purchase intention fell from 24% to 12%. The figure drops from 16% to 7% for tech glasses like Google Glass (priced £400-£600). Among 16- to 24-year-olds, intention to purchase suffers its biggest drop, from 32% to 10%.

GfK’s research revealed that awareness of products including Google Glass, Sony Smartwatch, Samsung Galaxy Gear. Nike Fuelband and Pebble ranges from 50% to 18%, and is particularly high among men in the under-45 age group.

Johanna Martin of GfK said: "To get the market moving manufacturers need to communicate tangible lifestyle benefits and offer a sleek design – but even then, any wearable tech device will only succeed if it’s priced right.

"Our research suggests that the current price points are a barrier, restricting wearable tech to an older, more affluent audience.

"So while consumer awareness and interest is definitely there, we are still waiting for the launch of that must-have wearable tech device for Christmas 2013."


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