2. WEBINAR The State Of Consumers And Technology, 2016
Gina Fleming, Manager, Data Science
September 12, Call in at 12:55 p.m. Eastern time

4. Understanding your audience is the first step toward customer obsession.

5. True or false?
Millennials are the prime target for marketers.

6. Answer: It depends
Gen Zers (18-27)
Gen Yers (28-36)

7. Gen Yers spend the most while Gen Zers spend little online

8. When combined, Boomers make up the largest age group

9. We are living in an increasingly connected world.

10. Consumer connectivity is evolving in two key ways
1. The devices we use
2. The way we access content

11. Consumers of all ages connect on multiple devices

12. Past years built up momentum for wearables
In 2014, 45% of US online adults agreed with the statement, “I am intrigued by the prospect of getting a wearable device.”
In 2015, 21% of US online adults used a wearable device.
Source: Forrester’s North American Consumer Technographics® Consumer Technology Survey, 2014 and 2015

13. Companies like Fitbit, Apple, Samsung, and Microsoft have established a base of initial customers

14. But consumer interest in wearables is waning

15. MROC Insights -- Why wearables numbers are going down:
Wearables are given as gifts:
"I got a FitBit free from Kelloggs Cereal last year and I never took it out of the box. I just had no use for it." 
The devices are still in their awkward growing years:
"I bought a FitBit to remind me to get up from my desk. I stopped wearing it because it didn't function as expected. I purchased a bluetooth bracelet before the Apple Watch was available. I expected it to alert me to calls when I was in loud places, but it didn't matter if I was alerted because I still had to answer the phone in a loud place. I am interested in the Apple Watch once it's functionality is more mature. I think these devices will be great one day, but are currently in their infancy." 
Today's devices lack functionality and design:
"I have noticed fewer people wearing the devices and for most the novelty has worn off. Most devices are expensive and not very attractive. Wearable devices are fun, some offer you a mini computer on your wrist, but they are not always accurate and limited in functions, especially for people who are techie or true athletes."
Consumers don't perceive unique value:
"Why wear a watch when I carry my phone with me? Why pay the same for a smart watch as I did my iPhone? I don't need two devices. I associate wearables with fear (because they might scratch or break), and guilt (because why did I buy one when I already have a phone?)"
"These days I am more reluctant than I used to be to acquire the 'next new thing' without a firm belief that it will truly add to my life experience." 
Today's products aren't improving fast enough:
"I once tried a pedometer to measure the number of steps I took in a day but soon got tired of it. It was more difficult to use than was warranted by the results. Once you have a clear idea of how many steps are in your usual activities the device becomes superfluous anyway." 
"I think that people love the idea of these products but then soon get bored! It is the same with most new products. I would only buy another one if it required less work to put in the data. Otherwise I would never use it to the full potential. Wearables are also expensive and there are so many different alternatives such as apps on your mobile. I would describe them as a fad, unnecessary and expensive."
NOTE:
A handful of people do have wearables success stories when there is a sense of emotional fulfillment:
"I’ve used a smartwatch for about a year. I’d hate to be without one now. I rarely need to take my phone out of my pocket. For example, if I receive a text, I can reply to it either by selecting from a set of standard options presented on my watch or by speaking my response. And I can create a shopping list using Google Keep, display it on my watch, and tick off the items as I buy them. Also, I get turn-by-turn travel directions on it, and can control all my audio-visual gear from it. I associate my wearable with confidence because it just works. My watch hasn't done anything untoward or failed to act in the expected way. I also associate it with contentment, because I never have to worry about it, reset it, deal with unexpected behavior. And, I associate it with delight, because when I get an while walking the dog in the pouring rain, I don’t have to struggle with my waterproofs to get at my phone, just look at my wrist."
When asked, consumers give a multitude of reasons for losing interest in wearable devices

16. Some received them as gifts
“I got a FitBit free from Kelloggs Cereal last year and I never took it out of the box. I just had no use for it.”
Base: US online adults; Source: Forrester's ConsumerVoices Market Research Online Community, Q (US, UK, Canada)

17. Others say they have lost appeal
“I have noticed fewer people wearing the devices, and for most, the novelty has worn off. Most devices are expensive and not very attractive. Wearable devices are fun, some offer you a mini computer on your wrist, but they are not always accurate and limited in functions, especially for people who are techie or true athletes.”
"I once tried a pedometer to measure the number of steps I took in a day but soon got tired of it. It was more difficult to use than was warranted by the results. Once you have a clear idea of how many steps are in your usual activities, the device becomes superfluous anyway.”
"I think that people love the idea of these products but then soon get bored!”
Base: US online adults; Source: Forrester's ConsumerVoices Market Research Online Community, Q (US, UK, Canada)

18. Some don’t perceive unique value
"Why wear a watch when I carry my phone with me? Why pay the same for a smartwatch as I did my iPhone? I don't need two devices. I associate wearables with fear (because they might scratch or break), and guilt (because why did I buy one when I already have a phone?)”
Base: US online adults; Source: Forrester's ConsumerVoices Market Research Online Community, Q (US, UK, Canada)

19. Success with wearables comes from multifunctional utility
"I’ve used a smartwatch for about a year. I’d hate to be without one now. I rarely need to take my phone out of my pocket. For example, if I receive a text, I can reply to it either by selecting from a set of standard options presented on my watch or by speaking my response. And I can create a shopping list using Google Keep, display it on my watch, and tick off the items as I buy them. Also, I get turn-by-turn travel directions on it, and can control all my audio-visual gear from it.”
Base: US online adults; Source: Forrester's ConsumerVoices Market Research Online Community, Q (US, UK, Canada)

20. Wearables will evolve to stay relevant

21. Consumer connectivity is evolving in two key ways
1. The devices we use
2. The way we access content

22. Online TV viewing has hit a critical mass

23. In 2016, 80% of US online adults watch TV online

24. Why do people watch TV online?
To watch on my own schedule
To catch up on an episode I missed of a show I regularly watch
So I can watch it anywhere
So I don’t have to sit through commercials
To try out shows I haven’t watched before
Base: US online adults 18+ who have watched online video; Source: Forrester’s Consumer Technographics North American Consumer Technology, Media, And Telecom Online Benchmark Recontact Survey 1, Q (US)

25. Not yet cannibalizing regular or “offline” TV
Only 15% of US online adults have “cut the cord.*”
*Discontinued my paid TV service to watch TV over the internet exclusively

26. But has potential to in the future
35% of consumers ages plan to cut the cord in the next six months.
12% of consumers ages are “cord-nevers.”
Source: Consumer Technographics North American Consumer Technology, Media, And Telecom Online Benchmark Recontact Survey 2, Q (US) and Consumer Technographics North American Consumer Technology, Media, And Telecom Customer Lifecycle Survey, Q (US)

27. What it means Consumer technology usage is constantly evolving.
Consumers’ needs determine the success of new technologies and those needs are not always straightforward.
Therefore, it’s important to develop a full understanding of your customers’ needs and behaviors to be customer-obsessed.
Forrester can help!

28. There is much more to discover about consumer technology and behaviors.
Contact us at for more information.

29. What is Consumer Technographics?
DEEP, CUSTOMIZABLE AND TRENDED INSIGHTS OF DIGITAL CONSUMERS
Quantitative
Insight from >400,000 consumers across 19 Global Markets
Customizable
Views of consumers based on: region, brand, demographics, and more
Dedicated
Insights personnel to help derive insight and gain maximum value from the data
Trendable
Data on technology adoption, behavior, attitudes
Actionable
Frameworks developed by Forrester thought leaders contextualize digital consumers’ actions

30. Forrester’s Consumer Data
Industry-specific topics
Healthcare | Financial Services | Travel | Auto | Retail | Media | Consumer Technology
Behaviors, Attitudes, and Motivations
Technology use and preferences | Technology attitudes | Drivers/barriers | Life stage/ life style| Psychographics
Brands
Ownership | Interaction | Perception | Loyalty | Customer experience
Adoption and Engagement
Device ownership | Emerging technologies | Social media engagement | Mobile engagement
Consumer Journey
Discover | Explore | Buy | Use | Ask | Engage

31. Gina Fleming