| The brands and models they are wearing are different than the rest of us. Most of the industry subsides on the aspirational user who doesn't make any lifestyle change and stops wearing the device after a year or less. The vague idea that it'll find some magic ingredient for improving your sleep or exercise. Even Garmin is getting in on it trying to sell activity trackers for parents to put on their kids. When it's parents who are in full control of their kids' time and activity. Of course it has a use for people training but that's a small minority of customers. Here's the copy on a recent device: "Meet our most advanced fitness & health tracker with tools like an on-wrist ECG app for heart health,* EDA Scan app for stress management and more. Get a 6-month membership of Fitbit Premium™** and optimize your routine with Daily Readiness Score.◆‡ Add a 6-month Premium membership for advanced insights & tools to improve your health" Guaranteed most customers would benefit from finding exercise they enjoy, drinking less alcohol and worrying less about their sleep rather than being presented with Scores and Goals whose novelty and thus salience will quickly wear off. But that isn't something that can be sold so... |