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ERICSSON CONSUMERLAB Wearable Technology and the Internet of Things Consumer views on wearables beyond health and wellness An Ericsson Consumer Insight Summary Report June 2016 2 ERICSSON CONSUMERLAB WEARABLE TECHNOLOGY AND THE INTERNET OF THINGS US US Contents Contents 3 WEARABLE FUTURE 4 THE DEMOGRAPHIC DIVIDE 5 RISING EXPECTATIONS 6 CONSUMER PATH TO WEARABLES 8 SMART CLOTHING BEYOND FITNESS 9 WEARING THE RISK OF A DATA BREACH 10 OUTSMARTING THE SMARTPHONE 11 INTERNET OF WEARABLE THINGS METHODOLOGY Expert interviews Telephone interviews were held with 10 wearables experts and industry watchers. These interviews focused on discussions around existing wearable devices, as well as new device concepts being worked on by the industry. The aim was to gather views on emerging wearables categories, beyond health and fitness. Quantitative study In March 2016, Ericsson ConsumerLab carried out an online survey of 5,000 iPhone and Android smartphone users, aged between 15 and 65, of whom 2,500 were also existing wearable technology owners. The participants were based in Brazil, China, South Korea, the UK and the US. Their views are representative of the opinion of 280 million smartphone users across these 5 markets. UK SOUTH KOREA CHINA BRAZIL BRAZIL the voice of the consumer Ericsson ConsumerLab has more than 20 years’ experience studying people’s behaviors and values, including the way they act and think about ICT products and services. Ericsson ConsumerLab provides unique insights on market and consumer trends. Ericsson ConsumerLab gains its knowledge through a global consumer research program based on interviews with 100,000 individuals each year, in more than 40 countries – statistically representing the views of 1.1 billion people. Both quantitative and qualitative methods are used, and hundreds of hours are spent with consumers from different cultures. To be close to the market and consumers, Ericsson ConsumerLab has representatives in all re