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www.endeavourpartners.net
1 in 10 Americans
over 18 now owns
an activity tracker
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Endeavour Partners survey did not include households without Internet access
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30%
25%
20%
18%
17%
20%
19% 18%
16%
13%
17%
16% 15%
10%
7%
0%
18-24
25-34
35-44
45-54
55-64
65+
Age group
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For example, mobile network operators such as AT&T, healthcare providers and insurers
such as Humana Inc., and data aggregators such as Tictrac and Foxing have each
introduced services that integrate with consumers wearable devices. AT&Ts mHealth
Platform is an open developer ecosystem that gives consumers the ability to aggregate
health data from applications and devices. Humana offers an activity tracker rewards
program and an app that integrates fitness and eating behaviors. Tictrac and Foxing
collect and aggregate data from different activity trackers and body measuring devices.
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The lack of long-term utilization raises the stakes for any company incorporating
wearables and related data into its products or services. Its not enough to sync with, link
to, or work alongside one of the current devices on the market, or to partner with one of
the many startups to design an even better device. Designing a strategy to ensure
sustained engagement is the key to long-term success in this highly competitive space.
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proposition to consumers is essential for adoption; there are many similar choices in
the market and consumers are generally not familiar with this category of devices and
services, making selection a potentially stressful experience.
Design / Aesthetics - The majority of wearable products today are worn in a manner in
which they are visible. The aesthetics of a product are therefore critical. Companies
that embrace design elegance over breadth of features are more likely to find users
wearing their products for a longer period of time.
Out-of-Box / Setup Experience - The quality of the initial experience with a product or
service is critical. Companies starting from an idealized out-of-box experience will likely
achieve a far more pleasant and lasting initial experience than those that dont.
Fit / Comfort / Form Factor - The fit and overall comfort of a device are critical for
adoption and sustained utilization. This extends well beyond the comfort of simply
wearing the device. Other common activities need to be considered. For example,
wrist-worn wearables with thicker bands can quickly become irritating in a number of
different activities like typing on a" laptop."
Quality / Robustness - As Jawbone experienced in its initial launch of the Jawbone Up,
building a reliable wearable device is hard. A device that is designed to be worn on the
wrist throughout all of lifes activities experiences a high degree of wear and tear.
User Experience - The user experience must be immediately intuitive, familiar and
seamless which must transcend the device, the mobile app, web-services, and overall
support.
API / Integratability - Many devices and services support APIs such that data can be
accessed by other services to create new types of benefits for the users. As more
services become available that can leverage this data, the overall experience improves.
Lifestyle Compatibility - The less behavior change a device requires in order to simply
wear it, the more likely that it will drive longer term engagement. The more times per
week the user is required to take the device off (to charge or sync the device, or to take
a shower), the more likely they are to abandon it.
Overall Utility - Wearable devices and services built around them need to be designed
with a clear intent of how they will help people. Products and services that gather data,
and simply provide distillations of that data without a clear purpose will fail to achieve
any sustained utilization.
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Bad habits can be incredibly hard to break, despite a persons desire to break them. Dr.
BJ Fogg at Stanford University reports that people so desperately want to change bad
habits that they set goals that are unattainable and unrealistic, leading to a vicious cycle
of personal failure and disappointment.
Wearable devices can help make the process of habit formation more effective and
efficient than ever before. The best engagement strategies for wearables will move
beyond presenting data (steps, calories, stairs) and directly address the elements of the
habit loop (cue, behavior, reward) and trigger the sequences that lead to the
establishment of new, positive habits.
BASIS Science, Inc is currently offering a wearable device, the Basis watch, which has an
effective habit change sequence solution. The Basis watch uses four types of sensors in
a lightweight customizable design to calculate various health metrics, including steps
taken, calories burned, sleep quality and resting heart rate. Basis emphasizes life-long
wellness and its watch guides users through a sequence of behaviors to create
desirable health habits.
Basis concentration on wellness as a whole, instead of specifically on exercise, helps
produce long-term sustained engagement. This is supported by a year-long research
study from the University of Michigan. The study showed that participants who adhered
to a long-term exercise regimen wanted to enhance their daily life and wellness and
were not exercising in order to lose weight. Researchers concluded that rebranding
exercise as a means to enhance wellness versus fitness is a more effective way to
promote sustainable participation (Segar, 2011).
As Basis users navigate the initial goal setting process, the device sets up a sequence of
key habit formation elements -- cues, routines and rewards. Basis only lets users set one
goal for the following week because research shows that building life habits is easier
when people add changes in small increments over time.
The Basis goal setting sequence requires users to unlock the ability to add new habits by
acquiring points (reward) after completing a previous goal related to successfully
establishing a habit. From here, daily cues, routines and rewards are continuously
sequenced to develop habits for better health.
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Wearables may be the next frontier of online social networking as they have the potential
to integrate the mechanisms of sociability into our health, work and daily lives.
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Jawbone Up24
Fitbit Force
Withings Pulse
Nike Fuelband SE
Polar Loop
Skechers Go Walk
Nike Fuelband
Selectability
Fit / Comfort
Design
Durability
OOB Experience
User experience
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API
Lifestyle
compatibility
Overall utility
Habit formation
Social motivation
Goal reinforcement
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Works Cited
Bandura, A. Health promotion from the perspective of social cognitive theory.
Psychology and Health, 1986, 13, 623-649.
Cialdini, R. B. Influence: Science and practice (4th ed.). Boston: Allyn & Bacon. 2001.
Fogg, B.J. The new rules of persuasion. RSA Digital Journal, Summer 2009. Online.
Holt-Lunstad J., Smith, T., Layton, J. Social Relationships and mortality risk: A metaanalytic review. PLOS Medicine, 2010, 10.1371.
Lieberman, M. Social: Why Our Brains Are Wired to Connect. Random House Inc. 2013.
Locke, E.A., Latham G.P. Building a Practically Useful Theory of Goal Setting and Task
Motivation: A 35-Year Odyssey (2001). American Psychological Association.
Segar, M., Eccles, J., Richardson, C. Rebranding exercise: closing the gap between
values and behavior. International Journal of Behavioral Nutrition and Physical Activity,
2011, Vol. 8.
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