Wearable technology : user profiling and prospects for customer engagement opportunities in Malta

Abstract

Wearable technology has been increasing in popularity in the past decade, specifically in the consumer wearables market with the development of new wearable devices such as Fitbit and the Apple Watch. However, there is still an element of obscurity surrounding this technology, particularly about who is using it and its potential as a marketing tool. This study investigates who are the users of wearable technology in Malta, and what are they utilising such technology for. Furthermore, this study also examines what privacy and security issues surrounding wearable technology concern individuals and what opportunities exist in Malta for this technology to be used by organisations to connect with customers. A quantitative research approach was undertaken, via a self-administered online questionnaire, from which 364 valid responses were gathered. The results of this study lead to several conclusions. Firstly, the findings prove that wearable technology is adopted regardless of gender or age. Furthermore, the results also suggest that users of wearable devices tend to work unconventional work hours and have gainful employment. Wearers tend to use their wearables mainly for health and fitness purposes, as well as to enhance their smartphone usage. Individuals hold several privacy concerns towards wearable technology, mainly that their data is collected without permission, that wearables may collect data about their surroundings and that their information can be used by third parties. Concerning the customer engagement prospects of wearable technology, the findings show that individuals would not like their data to be used for promotional activities. However, younger individuals are more accepting of such prospects, suggesting that the attitude towards wearable technology being used as an advertising tool will change in the future. Furthermore, the results also suggest that opportunities exist for manufacturers and app-developers of wearables to use their products to sustain a relationship with their customers, as well as a basis from which to gather information to improve their product line up.