Buoyed by Apple Watch, Wearable Tech Poised for a Boom
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“It’s all in beta, whether it’s the product or the marketing,” one agency executive who works with smartphone manufacturers said of the devices. Another added, “It’s such a young area. There are still a tiny bit of people that are predisposed to buy this stuff. But that was true of smartphones.”
To date, only a small sliver of consumers (mostly on the tech-obsessed coasts) have bought a smartwatch. Everyone else seems turned off by their price and, more importantly, is not exactly sure what they do.
A few marketers, such as Samsung, have run splashy ads for the devices, but they haven’t gone full-force in media buying, partly because the products have a long way to go. Another big reason is that most players in the space have been waiting to see what Apple, with its much-anticipated launch last week, would bring to the game.
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