How wearables are an increasingly important channel in the buying process

How wearables are an increasingly important channel in the buying process
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


In today’s omnichannel world the channels through which customers can purchase is greater than ever, but a study suggests that wearable tech may be having a greater impact on buying than previously believed.

The study of 2,000 consumers suggested that wearables are now a crucial buying platform with owners using them for all stages of the buying journey. This breaks down as 66% using them in the pre-purchase stages, 58% in the purchase stages and 58% in the post-purchase stages.

However the study, by independent technology market research specialist Vanson Bourne, and commissioned by digital experience company Acquia, suggests the technology is also the most challenging technology for consumers with nearly half of them (44%) saying that they were becoming irritated with them nearly three times a week.

However such consumers are trying their best to stick with the new technology with 77% of wearable device owners saying that they would put up with the frustrations that come with early adopter use.

For marketers therefore this means that embracing all channels to market is key. However the study also showed that marketers can’t abandon the traditional channels since the research showed that 97% of all consumers still use their desktops to buy online.

The variety of channels – and range of satisfaction with them – means that cross-device capability is key, according to Martyn Eley, vice president for EMEA at Acquia. “Brands are battling against the technology itself to deliver much-needed digital buying experiences via wearable devices. Organisations must focus on developing seamless customer interactions across all channels – ensuring customers can pick up the buying process on another device if needs be,” he said.

The study showed 97% of consumers used a PC for part of the buying journey when buying items online; 76% used a tablet; 59% used a smartphone; 58% used wearable tech; 36% a smart TV; 32% an eReader and 28% used a games console. 

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