Why Have Wearable Owners Stopped Using Their Device? - eMarketer

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Why Have Wearable Owners Stopped Using Their Device?

Limited functionality is an issue

June 22, 2016

Wearable device usage may be growing, but according to March 2016 research, some wearable owners have stopped using their device. Limited functionality and use is one of the reasons why.

Ericsson ConsumerLab polled wearable device owners from Brazil, China, South Korea, the UK and the US who had stopped using their wearable—which was about one in 10 wearable users. Those limitations were the primary problem for 21% of respondents, the largest share.

Some 14% of respondents said they had stopped using their wearable device because it wasn’t a standalone product. A lack of built-in internet connectivity and inaccurate data or information were each problems for about one in 10 wearable abandoners, along with poor smartphone integration and the fact that newer, better options were now available.

Other reasons users stopped using their wearable device was because of a poor design, difficulty of setting the device up, and some felt it was too complicated to use. Overall, the picture of wearable abandonment was fragmented: Most complaints had been primary turnoffs for just a handful of users, but the list of problems was long.

US Adult Wearable Users, 2014-2019

Still, eMarketer forecasts that usage is growing in the US, and will continue to in the next couple of years.

According to eMarketer’s first wearables forecast, the next several years will continue to see double-digit growth in the number of Americans using wearable devices. Last year, 39.5 million US adults will use wearables, including smartwatches and fitness trackers. That’s a jump of 57.7% over 2014. While penetration among US adults is just 16.0% this year, eMarketer expects that to double by 2018 to 32.0%, or 81.7 million users.

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