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Athlete IQ Wearable Device Survey

Bryan Ferguson
Bryan Ferguson

We surveyed 763 endurance athletes offer insight on trends, preferences, buying behavior, brand affinity, and technology.

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VOICE OF THE ATHLETE SURVEY WEARABLE DEVICES In the Active Lifestyle Market
SURVEY PARTICIPANTS We surveyed 763 athletes about their wearable fitness devices 24% 4% 65% 7% LEVEL Semi-Pro or Pro Coach Amateur Beginner <1 year 2-3 years4-5 years 6-10 years 10+ years YEARS ACTIVE IN SPORT 199 256 241 67 Running Triathlon OCR Other PRIMARY SPORT 2.2% 18.2% 44.5% 31.5% Don't Compete 1-4 times 5-10 times 10+ times TIMES COMPETING A YEAR Obstacle Course Racing MALE: 61.1% AVG. AGE: 39.4 AVG. HHI: $111,943 ANY COLLEGE: 69.3% AVG. TRAINING: 3X WEEK DEMOGRAPHICS
MARKET OVERVIEW 16.6% 38.9% 39.7% 3.4% 1.4% None, yet 1 2-3 4-5 5+ WEARABLE DEVICES OWNED ANALYZE AND MEASURE IMPROVEMENTS 77.5% GOAL TRACKING 65.5% MAXIMIZE PERFORMANCE 60.4% IMPROVE MOTIVATION 37.9% SOCIAL SHARING 22.7% COMPETING WITH FRIENDS 19.2% ENTERTAINMENT 15.6% REPORTING TO COACH 14.5% PRIMARY USE OF WEARABLES 14.1% 11.8% 43.4% 26.3% 2.7% 1.7% $0 $1-$99 $100 to $299 $300 to $699 $700 to $999 $1000+ ANNUAL SPEND ON WERABLE DEVICES DISTANCE 89.9% PACE 79.8% GPS & MAPPING 79.0% HEART RATE 64.6% TIME 54.7% ELEVATION 36.1% CALORIES 23.8% STEPS 12.2% COACHING ADVICE 7.1% PEDOMETER 6.9% MOST CRITICAL DATA * Contact us for market vulnerability analysis at info@athlete-iq.com *
96% 64% 63% 59% 56% 53% 41% 33% 31% 30% 21% DEVICE COMFORT Where athletes are most comfortable wearing their fitness devices
89% 61% 59% 59% 55% 54% 49% 48% 34% 34% 33% 32% 22% 9% FAVORABLE BRAND IMPRESSION Garmin is viewed mostly favorably by our survey participants
WHY ATHLETES BUY 0% 10% 20% 30% 40% 50% 60% Advertisement - TV, magazine, website ad Store recommendation Online recommendation - blog, social media, article Coach recommendation Expert recommendation Peer recommendation MOST PERSUASIVE BUYING INFLUENCES? 83.9% 66.1% 63.9% 54.3% 33.5% 15.5% 3.6% 3.4% 2.1% MOST IMPORTANT DEVICE FEATURES WHEN PURCHASING * Contact us for examples of educational native content at info@athlete-iq.com * *
REASONS FOR SWITCHING DEVICES 77.3% 59.9% 39.7% 33.9% 33.0% 13.5% 6.9%
HOW ATHLETES BUY TRENDSETTER - I'M THE FIRST TO BUY 8.1% EARLY ADOPTER 26.9% EARLY MAJORITY 33.4% LATE MAJORITY 24.1% LAGGARD - HOLD OUT TO BITTER END 7.5% TYPES OF BUYERS PERSONAL RESEARCH * 70.25% ONLINE RECOMMENDATION 40.48% PEER RECOMMENDATION 32.74% EXPERT RECOMMENDATION 19.05% COACH RECOMMENDATION 10.12% ADVERTISEMENT 8.33% EVENT DISPLAY OR BOOTH 5.95% STORE RECOMMENDATION 4.76% TOP INFLUENCES Trendsetters & Early Adopters PERSONAL RESEARCH * 69.04% PEER RECOMMENDATION 43.21% ONLINE RECOMMENDATION 30.25% EXPERT RECOMMENDATION 16.67% COACH RECOMMENDATION 9.88% ADVERTISEMENT 4.23% EVENT DISPLAY OR BOOTH 3.09% STORE RECOMMENDATION 2.47% TOP INFLUENCES Early Majority PEER RECOMMENDATION 48.73% PERSONAL RESEARCH * 47.06% ONLINE RECOMMENDATION 27.46% EXPERT RECOMMENDATION 13.73% COACH RECOMMENDATION 7.84% EVENT DISPLAY OR BOOTH 7.83% STORE RECOMMENDATION 4.58% ADVERTISEMENT 3.92% TOP INFLUENCES Late Majority & Laggards * Contact us for detailed break down of buyer path at info@athlete-iq.com
Ryan Vail Pro Marathon Runner, Team Brooks Cameron Dye 2012 and 2013 Triathlete of the Year Alex Varner Pro Ultramarathon Runner, Team Nike EXPERT PANEL We interviewed 8 elite athletes about the wearable device market Greg Bennett 100+ Triathlon International Wins Laura Bennett 2 x Triathlon Olympian Greg Billington Top 2016 US Olympic qualifier Matt Willis Elite Obstacle Course Racer Chris Schapman Elite Obstacle Course Racer
Ryan Vail I stick to the basics when it comes to using and recording data. My experience as an athlete allows me to be comfortable using only distance and time when managing my training. As a coach, however, I prefer as much data as possible, including heart rate, elevation change, and weather. Alex Varner Distance and time. I like to see how far I ran and how long it took me. Greg Bennett On the bike, distance, speed, and sometimes wattage (power). On the run, time, distance, pace, average pace and sometime heart rate Laura Bennett Accurate heart rate, distance, and pacing. Matt Willis The most important information for me on RACE DAY is the most accurate distance calculation possible. I'm a kicker. I set a good pace in the beginning, and from the middle on, I increase my pace, and pass everyone on the back stretch. I need to know the distance so I can set my paces properly. Chris Schapman Data that can tell me when I can push a workout and when I should probably hold back. EXPERT VOICE WEARABLE DATA What data is most important? Greg Billington The most valuable training data is power on the bicycle as well as extremely accurate distance and pace for intense running sessions. Accurate calculation of sleep quality is beneficial for altitude and heavy training blocks.
Ryan Vail The greatest challenge to mass adoption of the latest and greatest GPS watches is teaching users how to properly interpret data in order to improve their training. It's difficult to take impressive features from gimmicks to training tools for a large group of people with varying levels of experience in technology and running. Cameron Dye "The biggest obstacle to mass adoption is taking this complicated idea of endless numbers and measurements and containing it in a simple, and easy to use product." Alex Varner Cost is probably the biggest obstacle to mass adoption. GPS watches are getting cheaper and cheaper, but the prices drops often come at the expense of functionality. Being able to produce GPS watches with many functions at a cheaper cost will result in greater adoption, I think. As for the heart rate, they're often worn as a chest strap which can be uncomfortable and/or unfashionable (seriously... running shirtless with a chest strap feels ridiculous). As better technology comes available to capture HR through other spots (like the wrist or head), chances are good that adoption will also increase. Greg Bennett Price, accuracy and comfort Laura Bennett Awareness that the product is available. Reliability that the product actually does what it claims, especially on first use. Matt Willis Cost is the largest obstacle. A quality watch that won't break and has a semi-accurate GPS on it usually start in the $300 range. This is much more than most people are willing to spend, considering how rough the sport is on any wearable. Chris Schapman Confusing data or data that doesn't help the user analyze their training will slow the adoption of wearable technology. If I'm going to wear a device that records data that I'd like to have, then I need to be able to analyze that data and apply it towards my training. EXPERT VOICE BARRIERS TO ADOPTION What are the biggest obstacles to mass adoption? Greg Billington The keys to mass adoption are: intuitive functionality, understandable data output, correlating the wearable with improved performance or enjoyment, and explaining why all this is worth the cost of another 500 tacos.
EXPERT VOICE WEARABLE TRENDS What wearable trends are most important in my sport? Ryan Vail GPS watches are the most used wearable for distance runners. Not only can specific workouts be measured away from a track, but you can also automatically build a specific workout log by simply syncing the watch to a phone or computer. Cameron Dye As the products continue to improve their usability and the entry price continues to drop, we will see a larger and larger segment of athletes using devices to maximize their racing." Alex Varner I'd say GPS and heart rate are the most important/prevalent wearable trends in ultrarunning. Greg Bennett In triathlon athletes love the power meters for their bikes and distance pace measurable on the run. Laura Bennett GPS / Heart Rate watches, I would say are a stand out #1. Pacing, distance, heart rate, and power are the main factors in developing the disciplines. Greg Billington Wearables connecting athletes to fans and other athletes. Such connections create the feedback and engagement that will drive the athletic breakthroughs of this generation. Chris Schapman Easy to understand, actionable data gathered by non- obtrusive, user-friendly devices is what will help athletes meet their goals. The data will allow them train hard when their bodies are ready and recover when their bodies need it.
EXPERT VOICE FINAL THOUGHTS Ryan Vail Runners are drawn to the sport because of the community, so it's important that wearables allow the experience to be shared across various social media platforms and training groups. GPS watches are doing an excellent job of this by allowing instant upload and sharing features as soon as you've finished your run. Cameron Dye Triathlon is already an equipment heavy sport, so for wearables to really catch on they need to have multiple functions, be easy to operate, and cost effective. Alex Varner Sites like Strava are making it easy and inviting for people to delve deeper into their training data and pulling people who weren't previously using data into that world. Greg Bennett Music! In races we cant have music but for training I love the tempo music provides. Music is the best distraction from the pain! Laura Bennett Being authentic is of utmost importance: If you get it in the hands of a user and it doesnt do what it claims the likelihood of that consumer coming back to try it again is unlikely. Greg Billington Triathlon is a complicated sport; wearables simplify, translate, and give expediency to the biometrics which signal how the ordinary athlete can become extraordinary. Matt Willis Real time mapping/bread crumbs would be great to have. I have been on many horribly marked trails in my travels, and it's quite terrible to circumnavigate back when you get turned around a few times. Chris Schapman Maybe it goes without saying, but wearable devices should allow you to do some analysis in real-time on a smart phone. For further analysis, the data can automatically sync with the device provider's site and even be downloaded to mash it up with another device's data.
AMATEUR VOICE FEATURES What new features would you like to see on wearable devices? Built in music storage. Standalone GPS. 3rd party app integration. Open source interface software. HR during swim, easier customization for workouts, accurate HR monitor on a waterproof watch negating the need to wear a chest strap. Tied more to social media via Wi-Fi or cell upload Mental exercises to compliment the physical training - i.e. guided meditation and visualization, audio coach/advise, Augmented Reality Tai Chi, better food menus for diet tracking VO2 estimates and smart watch capabilities Hydration status I would like to be able to upload my racing route when I do a triathlon or a marathon. If I can have a Garmin watch to connect to my headphones and it can give details on my pace, HR, etc. Have headphones that you can upload music to so I don't have to carry a music device or have the watch to have the music and connect to your headphones. Buttons on face. Touch screen. Larger font or expandable font Real time 2-way communication between coach and athletes during training or event. More comparability with smart phones, longer battery life, no chest straps, kinetic battery would be awesome.
AMATEUR VOICE NEW TECHNOLOGIES What wearable technologies are you most excited about? Wireless and cableless "in earphones" that measure heart rate, distance, pace, cadence, elevation Heart monitors on wrist Multi function device, something specific for OCR athletes. HR monitor. Time, distance, mapping on multiple disciplines. Any that incorporates music+heart rate+ GPS accuracy checking messages and phone calls... if the Samsung S2 3g Had accurate GPS and able to hold music then it would be the ideal all around fitness watch. Long battery life, GPS tracking, and heart rate monitoring for sure Strapless headphones, glasses that work like a watch Built in training coach, lays out your training goals for each run based on your running history to improve speed and endurance. Less intrusive devices that can part of everyday life without looking like a dork.
SUMMARY Active lifestyle customers are proactively researching the best products for their sport, looking at authentic peer- based advice and recommendations to support their buying decisions. To reach this consumer, brands must integrate their marketing into the athlete's buying path by producing native story-based content tied into traditional and non-traditional channels. CONTACT Bryan Ferguson bryan@athlete-iq.com AthleteIQ.com

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Athlete IQ Wearable Device Survey

  • 1. VOICE OF THE ATHLETE SURVEY WEARABLE DEVICES In the Active Lifestyle Market
  • 2. SURVEY PARTICIPANTS We surveyed 763 athletes about their wearable fitness devices 24% 4% 65% 7% LEVEL Semi-Pro or Pro Coach Amateur Beginner <1 year 2-3 years4-5 years 6-10 years 10+ years YEARS ACTIVE IN SPORT 199 256 241 67 Running Triathlon OCR Other PRIMARY SPORT 2.2% 18.2% 44.5% 31.5% Don't Compete 1-4 times 5-10 times 10+ times TIMES COMPETING A YEAR Obstacle Course Racing MALE: 61.1% AVG. AGE: 39.4 AVG. HHI: $111,943 ANY COLLEGE: 69.3% AVG. TRAINING: 3X WEEK DEMOGRAPHICS
  • 3. MARKET OVERVIEW 16.6% 38.9% 39.7% 3.4% 1.4% None, yet 1 2-3 4-5 5+ WEARABLE DEVICES OWNED ANALYZE AND MEASURE IMPROVEMENTS 77.5% GOAL TRACKING 65.5% MAXIMIZE PERFORMANCE 60.4% IMPROVE MOTIVATION 37.9% SOCIAL SHARING 22.7% COMPETING WITH FRIENDS 19.2% ENTERTAINMENT 15.6% REPORTING TO COACH 14.5% PRIMARY USE OF WEARABLES 14.1% 11.8% 43.4% 26.3% 2.7% 1.7% $0 $1-$99 $100 to $299 $300 to $699 $700 to $999 $1000+ ANNUAL SPEND ON WERABLE DEVICES DISTANCE 89.9% PACE 79.8% GPS & MAPPING 79.0% HEART RATE 64.6% TIME 54.7% ELEVATION 36.1% CALORIES 23.8% STEPS 12.2% COACHING ADVICE 7.1% PEDOMETER 6.9% MOST CRITICAL DATA * Contact us for market vulnerability analysis at info@athlete-iq.com *
  • 4. 96% 64% 63% 59% 56% 53% 41% 33% 31% 30% 21% DEVICE COMFORT Where athletes are most comfortable wearing their fitness devices
  • 5. 89% 61% 59% 59% 55% 54% 49% 48% 34% 34% 33% 32% 22% 9% FAVORABLE BRAND IMPRESSION Garmin is viewed mostly favorably by our survey participants
  • 6. WHY ATHLETES BUY 0% 10% 20% 30% 40% 50% 60% Advertisement - TV, magazine, website ad Store recommendation Online recommendation - blog, social media, article Coach recommendation Expert recommendation Peer recommendation MOST PERSUASIVE BUYING INFLUENCES? 83.9% 66.1% 63.9% 54.3% 33.5% 15.5% 3.6% 3.4% 2.1% MOST IMPORTANT DEVICE FEATURES WHEN PURCHASING * Contact us for examples of educational native content at info@athlete-iq.com * *
  • 7. REASONS FOR SWITCHING DEVICES 77.3% 59.9% 39.7% 33.9% 33.0% 13.5% 6.9%
  • 8. HOW ATHLETES BUY TRENDSETTER - I'M THE FIRST TO BUY 8.1% EARLY ADOPTER 26.9% EARLY MAJORITY 33.4% LATE MAJORITY 24.1% LAGGARD - HOLD OUT TO BITTER END 7.5% TYPES OF BUYERS PERSONAL RESEARCH * 70.25% ONLINE RECOMMENDATION 40.48% PEER RECOMMENDATION 32.74% EXPERT RECOMMENDATION 19.05% COACH RECOMMENDATION 10.12% ADVERTISEMENT 8.33% EVENT DISPLAY OR BOOTH 5.95% STORE RECOMMENDATION 4.76% TOP INFLUENCES Trendsetters & Early Adopters PERSONAL RESEARCH * 69.04% PEER RECOMMENDATION 43.21% ONLINE RECOMMENDATION 30.25% EXPERT RECOMMENDATION 16.67% COACH RECOMMENDATION 9.88% ADVERTISEMENT 4.23% EVENT DISPLAY OR BOOTH 3.09% STORE RECOMMENDATION 2.47% TOP INFLUENCES Early Majority PEER RECOMMENDATION 48.73% PERSONAL RESEARCH * 47.06% ONLINE RECOMMENDATION 27.46% EXPERT RECOMMENDATION 13.73% COACH RECOMMENDATION 7.84% EVENT DISPLAY OR BOOTH 7.83% STORE RECOMMENDATION 4.58% ADVERTISEMENT 3.92% TOP INFLUENCES Late Majority & Laggards * Contact us for detailed break down of buyer path at info@athlete-iq.com
  • 9. Ryan Vail Pro Marathon Runner, Team Brooks Cameron Dye 2012 and 2013 Triathlete of the Year Alex Varner Pro Ultramarathon Runner, Team Nike EXPERT PANEL We interviewed 8 elite athletes about the wearable device market Greg Bennett 100+ Triathlon International Wins Laura Bennett 2 x Triathlon Olympian Greg Billington Top 2016 US Olympic qualifier Matt Willis Elite Obstacle Course Racer Chris Schapman Elite Obstacle Course Racer
  • 10. Ryan Vail I stick to the basics when it comes to using and recording data. My experience as an athlete allows me to be comfortable using only distance and time when managing my training. As a coach, however, I prefer as much data as possible, including heart rate, elevation change, and weather. Alex Varner Distance and time. I like to see how far I ran and how long it took me. Greg Bennett On the bike, distance, speed, and sometimes wattage (power). On the run, time, distance, pace, average pace and sometime heart rate Laura Bennett Accurate heart rate, distance, and pacing. Matt Willis The most important information for me on RACE DAY is the most accurate distance calculation possible. I'm a kicker. I set a good pace in the beginning, and from the middle on, I increase my pace, and pass everyone on the back stretch. I need to know the distance so I can set my paces properly. Chris Schapman Data that can tell me when I can push a workout and when I should probably hold back. EXPERT VOICE WEARABLE DATA What data is most important? Greg Billington The most valuable training data is power on the bicycle as well as extremely accurate distance and pace for intense running sessions. Accurate calculation of sleep quality is beneficial for altitude and heavy training blocks.
  • 11. Ryan Vail The greatest challenge to mass adoption of the latest and greatest GPS watches is teaching users how to properly interpret data in order to improve their training. It's difficult to take impressive features from gimmicks to training tools for a large group of people with varying levels of experience in technology and running. Cameron Dye "The biggest obstacle to mass adoption is taking this complicated idea of endless numbers and measurements and containing it in a simple, and easy to use product." Alex Varner Cost is probably the biggest obstacle to mass adoption. GPS watches are getting cheaper and cheaper, but the prices drops often come at the expense of functionality. Being able to produce GPS watches with many functions at a cheaper cost will result in greater adoption, I think. As for the heart rate, they're often worn as a chest strap which can be uncomfortable and/or unfashionable (seriously... running shirtless with a chest strap feels ridiculous). As better technology comes available to capture HR through other spots (like the wrist or head), chances are good that adoption will also increase. Greg Bennett Price, accuracy and comfort Laura Bennett Awareness that the product is available. Reliability that the product actually does what it claims, especially on first use. Matt Willis Cost is the largest obstacle. A quality watch that won't break and has a semi-accurate GPS on it usually start in the $300 range. This is much more than most people are willing to spend, considering how rough the sport is on any wearable. Chris Schapman Confusing data or data that doesn't help the user analyze their training will slow the adoption of wearable technology. If I'm going to wear a device that records data that I'd like to have, then I need to be able to analyze that data and apply it towards my training. EXPERT VOICE BARRIERS TO ADOPTION What are the biggest obstacles to mass adoption? Greg Billington The keys to mass adoption are: intuitive functionality, understandable data output, correlating the wearable with improved performance or enjoyment, and explaining why all this is worth the cost of another 500 tacos.
  • 12. EXPERT VOICE WEARABLE TRENDS What wearable trends are most important in my sport? Ryan Vail GPS watches are the most used wearable for distance runners. Not only can specific workouts be measured away from a track, but you can also automatically build a specific workout log by simply syncing the watch to a phone or computer. Cameron Dye As the products continue to improve their usability and the entry price continues to drop, we will see a larger and larger segment of athletes using devices to maximize their racing." Alex Varner I'd say GPS and heart rate are the most important/prevalent wearable trends in ultrarunning. Greg Bennett In triathlon athletes love the power meters for their bikes and distance pace measurable on the run. Laura Bennett GPS / Heart Rate watches, I would say are a stand out #1. Pacing, distance, heart rate, and power are the main factors in developing the disciplines. Greg Billington Wearables connecting athletes to fans and other athletes. Such connections create the feedback and engagement that will drive the athletic breakthroughs of this generation. Chris Schapman Easy to understand, actionable data gathered by non- obtrusive, user-friendly devices is what will help athletes meet their goals. The data will allow them train hard when their bodies are ready and recover when their bodies need it.
  • 13. EXPERT VOICE FINAL THOUGHTS Ryan Vail Runners are drawn to the sport because of the community, so it's important that wearables allow the experience to be shared across various social media platforms and training groups. GPS watches are doing an excellent job of this by allowing instant upload and sharing features as soon as you've finished your run. Cameron Dye Triathlon is already an equipment heavy sport, so for wearables to really catch on they need to have multiple functions, be easy to operate, and cost effective. Alex Varner Sites like Strava are making it easy and inviting for people to delve deeper into their training data and pulling people who weren't previously using data into that world. Greg Bennett Music! In races we cant have music but for training I love the tempo music provides. Music is the best distraction from the pain! Laura Bennett Being authentic is of utmost importance: If you get it in the hands of a user and it doesnt do what it claims the likelihood of that consumer coming back to try it again is unlikely. Greg Billington Triathlon is a complicated sport; wearables simplify, translate, and give expediency to the biometrics which signal how the ordinary athlete can become extraordinary. Matt Willis Real time mapping/bread crumbs would be great to have. I have been on many horribly marked trails in my travels, and it's quite terrible to circumnavigate back when you get turned around a few times. Chris Schapman Maybe it goes without saying, but wearable devices should allow you to do some analysis in real-time on a smart phone. For further analysis, the data can automatically sync with the device provider's site and even be downloaded to mash it up with another device's data.
  • 14. AMATEUR VOICE FEATURES What new features would you like to see on wearable devices? Built in music storage. Standalone GPS. 3rd party app integration. Open source interface software. HR during swim, easier customization for workouts, accurate HR monitor on a waterproof watch negating the need to wear a chest strap. Tied more to social media via Wi-Fi or cell upload Mental exercises to compliment the physical training - i.e. guided meditation and visualization, audio coach/advise, Augmented Reality Tai Chi, better food menus for diet tracking VO2 estimates and smart watch capabilities Hydration status I would like to be able to upload my racing route when I do a triathlon or a marathon. If I can have a Garmin watch to connect to my headphones and it can give details on my pace, HR, etc. Have headphones that you can upload music to so I don't have to carry a music device or have the watch to have the music and connect to your headphones. Buttons on face. Touch screen. Larger font or expandable font Real time 2-way communication between coach and athletes during training or event. More comparability with smart phones, longer battery life, no chest straps, kinetic battery would be awesome.
  • 15. AMATEUR VOICE NEW TECHNOLOGIES What wearable technologies are you most excited about? Wireless and cableless "in earphones" that measure heart rate, distance, pace, cadence, elevation Heart monitors on wrist Multi function device, something specific for OCR athletes. HR monitor. Time, distance, mapping on multiple disciplines. Any that incorporates music+heart rate+ GPS accuracy checking messages and phone calls... if the Samsung S2 3g Had accurate GPS and able to hold music then it would be the ideal all around fitness watch. Long battery life, GPS tracking, and heart rate monitoring for sure Strapless headphones, glasses that work like a watch Built in training coach, lays out your training goals for each run based on your running history to improve speed and endurance. Less intrusive devices that can part of everyday life without looking like a dork.
  • 16. SUMMARY Active lifestyle customers are proactively researching the best products for their sport, looking at authentic peer- based advice and recommendations to support their buying decisions. To reach this consumer, brands must integrate their marketing into the athlete's buying path by producing native story-based content tied into traditional and non-traditional channels. CONTACT Bryan Ferguson bryan@athlete-iq.com AthleteIQ.com