How NPO explored opportunities for public content on wearables

With the advent of new technologies, NPO sees a clear trend: we are making the transition from mobile devices that we hold in our hands to wearable technology, such as smartwatches and activity trackers — the so-called wearables. To respond to this development and capitalize on opportunities for public content, NPO Innovation, in collaboration with Markteffect , has Markteffect who uses wearables, why they do so, and what this means for the future of media.

Our approach

To answer NPO Innovation's research question, a combined approach of quantitative and qualitative research was chosen. First, more than 500 users and more than 500 non-users of wearables completed an online questionnaire. This provided concrete insights into the use, appreciation, and attitude toward wearables.

Next, online focus groupswere organized with users of smartwatches, smart glasses, activity trackers, hearables, and other devices. During these sessions, participants discussed their personal motivations, expectations for the future, and opportunities for using wearables in broader social and media contexts.

Results

The study not only provided NPO with clear insights into the current use of wearables, but also into the experiences and expectations of users. The majority of users use their wearables to measure movement and health, or for entertainment purposes.

At the same time, significant barriers became apparent among non-users, such as concerns about privacy or lack of familiarity with the applications. The qualitative sessions added inspiring ideas to this: users see potential for wearables in stimulating social interaction, health awareness, and event experience.

These insights guide NPO Innovation in developing new public content and exploring the role of wearables in the future of media.

“The people at Markteffect just as curious as we are about the topics we raise and want to explore. Together, we dove into the world of wearables and had interesting conversations that gave us a much better idea of who uses these devices and, above all, why and in what context. This research allows our media makers to develop more targeted concepts.” - NPO Innovation

Specialists who worked on this

Markteffect an independent research agency specializing in providing insights based on market research. This project was made possible by a team of expert professionals with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!