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For B2C Marketing Professionals

Fitness Wearables — Many Products, Few Customers

Product Strategists Must Broaden Wearables' Appeal Beyond Fitness

January 28, 2013

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  • By Sarah Rotman Epps
  • with Carlton A. Doty,
  • Jason Knott,
  • Andia Vokshi

Why Read This Report

Wearable devices are part of the next wave of growth and innovation in personal computing, a phenomenon we call "smart body, smart world." Wearables could target any use case, from gaming to productivity, but many of the products flooding the market today focus on a single use case: fitness. In this report, we use Forrester's Consumer Technographics® data to examine the question of who is the target customer for fitness wearables and make recommendations for product strategists who are participating in or considering entering this market.

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Table of Contents

  • Wearables Deserve Attention, But Fitness Wearables Are Overhyped

  • Go Deep To Reach This Target Segment

  • Wearables Must Go Beyond Fitness To Reach A Wider Customer Base
  • Supplemental Material
  • Related Research Documents