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4 December 2017

TECH CHAT! Wearable technology in 2018 and beyond


Wearable technology

In our digital marketing world, traditional fashion runways are transcended and redirected into a tech enthusiasts dream wardrobe and we’re pretty keen to get a glimpse of what we can expect in terms of wearable technology in 2018.

“The worldwide wearables market reached a new all-time high as shipments reached 33.9 million units in the fourth quarter of 2016 (4Q16), growing 16.9% year over year” – Smart Insights

First on the wearable technology list is of course, Snapchat’s Spectacles which have recently taken the wearable tech world by storm. The success can somewhat be attributed to the design which is less scary and more friendly – making them more socially acceptable. Another aspect that works in Snapchat’s favour is the timing of the launch.  Considering that at this point, pretty much everyone who lives in a city of any size has probably been the background figure in someone’s snapchat story and that it’s not at all uncommon to see people walking around, phones out and on record.  This makes it evident that Spectacles aren’t trying to influence or redirect a social behaviour, but have simply made it easier by providing a hands-free device. Spectacles can be considered an extension of the smart phone.

A recent report conducted by Smart Insights predicts an increased shipment boom of 60.7 million for tech wrist-wear between now and 2019.

In 2017 we have seen the launch and adaption of Fitbit, Alexa, Google home and Apple watch 2 and as people continue to adapt wearable tech as part of their everyday lives we can expect to see an increase in the range of devices available to consumers.

Technology is effectively an extension of human capability, so although currently in its infancy we definitely see the long term potential and predict that we will only see more wearable tech with a focus on amplifying the sensory experience.

So what does this mean for marketing? Wearable technology can provide an effective marketing platform, particularly for health, fitness and retail industries BUT it’s important to have the right tools, tactics and support in place to be successful.  We’d definitely recommend cross-platform marketing as this technology space evolves.

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