Acquia, the digital experience company, has published research by independent technology market research specialist Vanson Bourne, that shows a significant disconnect between the way that brands deliver customer experiences and the devices that support them. The new research, “Is Technology Developing Too Fast for Consumers? What does this mean for my business?” highlights the ongoing battle that all businesses face in playing catch-up with the latest technology platforms. The overwhelming finding is that wearable tech and mobile devices represent online commerce’s greatest opportunity and challenge.

1. Consumers are driving the disruptive behaviour of
researching, purchasing and sharing online via a variety
of devices. Going online, exercising and watching TV used to
be mutually exclusive experiences but not any longer.
Marketers need to ensure their digital marketing platforms
are flexible enabling them to take advantage of the devices
available now as well as whatever is round the corner.
CONCLUSION
THE FRUSTRATIONS
23%
of people with
wearables are frustrated
by them every day
77%
therefore
accept the frustrations
of being part and parcel
of ‘early adoption’
of wearable technology
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Source – Acquia’s Research 2015: Is technology developing too fast for consumers?
Recommending and sharing
data on a product or service
58% of people who have wearable tech use it to
recommend a product or service, 36% via a Smart TV
and 30% via a Games console.
55% of people who have wearable tech use it to share
information on a product or service, 31% of people with
a Smart TV and 28% of people with a Games console.
30%
36%
58%
Smart TV
Wearable tech
Games console
SHARE INFO ON A PRODUCT / SERVICE
RECOMMEND A PRODUCT / SERVICE
POST-PURCHASE
28%
31%
55%
Tablet
PC / Laptop
Smartphone
#postpurchase
Brands need
to be aware of
these interfaces as
growing platforms
for community
access
28%
36%
58%
Smart TV
Wearable tech
Games console
97% of respondents still use a PC or laptop to buy online
76% use their tablets and 59% use their smartphone.
Integrated with social,
leisure, gaming and home life
58% of people who have wearable tech use it to
buy online, 36% of people with a Smart TV and
28% of people with a games console.
PURCHASE
59%
76%
97%
Tablet
PC / Laptop
Smartphone
Research, compare & peer
review before purchase
66% of people who have wearable tech use it to look for
information online about a product or service, 48% use
their Smart TV and 37% use their games console.
PRE-PURCHASE
The New Marketing Frontier:
Wearable Tech and Smart Devices
Wearable technology and smart devices now integrate the
internet with lifestyle and social activity. This has changed the
nature of the purchase.
#prepurchase
An indicator
that in 2015,
wearables are
already gaining
traction as a
commerce
platform
37%
48%
66%
Smart TV
Wearable tech
Games console
USE GROWING PLATFORMS TO BUY ONLINE
USE TRADITIONAL PLATFORMS TO BUY ONLINE
USE GROWING PLATFORMS TO RESEARCH A PRODUCT / SERVICE
#purchase
However,
it certainly isn’t
all over for the
PC/laptop which tops
the charts against
tablets & phones
for purchasing
online
MY PC
I s t i l l
#retail
#wearabletech