Living longer: Wellness and the internet - CONSUMERLAB - The impact of the internet on consumer attitudes to health and fitness
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CONSUMERLAB Living longer: Wellness and the internet The impact of the internet on consumer attitudes to health and fitness An Ericsson Consumer Insight Summary Report March 2015
contents
The socially constructed body 3
Key
wellness is relative 4
Fitter people want better health 5
The body is an improvement project 6 findings
Wellness and society 9
Globally, half of the people surveyed are
satisfied with their wellness
> However, there are large cultural differences
Internet use and technology needs closely
relate to wellness
> More than any other group, those who are
completely satisfied with their wellness think
that cloud services are essential for personal
information, yet they find it more important
to manage that information than others.
Although 55 percent of them say design is
very important, 59 percent also say that they
buy technology to fulfill specific functions
The body becomes an improvement project
> 71 percent of consumers are equally as
interested in quantifying their behavior as they
the voice of are in wearables. This implies that consumers
see an opportunity to improve their wellness
the consumer using connected technology
> Technology adoption will start with the fittest:
Ericsson ConsumerLab has 20 years’ experience of those satisfied with their wellness say they are
studying people’s behaviors and values, including the the first to try new beauty and care products/
way they act and think about ICT products and services. services, as well as new health approaches
Ericsson ConsumerLab provides unique insights on By using wearables and other cloud-based
market and consumer trends. Ericsson ConsumerLab services, consumers expect to live longer
gains its knowledge through a global consumer > Connected wearables, cups, plates,
research program based on interviews with 100,000 pillows, sheets and medicine bottles are
individuals each year, in more than 40 countries and expected to prolong our lives by up to two
15 megacities – statistically representing the views of years per service
1.1 billion people.
Personal wellness includes avoiding
Both quantitative and qualitative methods are used, environmental hazards, and there is high
and hundreds of hours are spent with consumers consumer interest in societally oriented
from different cultures. To be close to the market and health services
consumers, Ericsson ConsumerLab has analysts in
all regions where Ericsson is present, developing a > As a result, consumers see many players
thorough global understanding of the ICT market delivering health services. This will have
and business models. many implications for personal data integrity
All reports can be found at:
www.ericsson.com/consumerlab
2 ERICSSON CONSUMERLAB Living longer: Wellness and the internet
THE SOCIALLY
CONSTRUCTED BODY
Defining wellness: a combination When asked to judge both aspects
of looks and health on a 5-point scale ranging from
Do you look at yourself in the completely satisfied to not satisfied,
mirror and think about how you 10 percent selected ‘completely
look and whether you are in good satisfied’ with both health and
shape? Do you approve, or are looks. Another 40 percent were
there areas you wish to improve? at least ‘satisfied’ with both
Drawing on data from several aspects – adding up to 50 percent
recent consumer surveys, of consumers being satisfied
this Ericsson ConsumerLab with their overall wellness.
report examines how satisfied Figure 1a shows that there were
consumers are with their overall only small differences in the
wellness and how it relates views between men and women
to their use of the internet for on a global level. Differences
health and fitness purposes. were only slightly bigger when
looking at country variations.
In this report we represent
consumers’ views on their own There are also surprisingly small
wellness by combining two related demographic differences, as
aspects: satisfaction with their seen in Figure 1b. While older
looks as well as with their health. age groups may suffer more
from ailments, overall levels of
In a broad 23 country sample, we
satisfaction with their wellness
see that satisfaction with looks
remain on par with other groups.
and health are indeed related.
Figure 1a: Attitudes to wellness by gender Figure 1b: Attitudes to wellness by lifestage
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
Women Men Age 16-24 Age 25-59 Age 25-59 Age 25-59 Age 60+
and full-time working working unemployed and and retired
students full time part time homemakers
Completely satisfied with wellness Satisfied with looks only Neutral
Satisfied with wellness Satisfied with health only Not satisfied
Source: Source:
Ericsson ConsumerLab Analytical Platform, 2014 Ericsson ConsumerLab Analytical Platform, 2014
Base: 28,643 respondents in 23 countries Base: 28,643 respondents in 23 countries
ERICSSON CONSUMERLAB Living longer: Wellness and the internet 3
wellness
is relative
THE SOCIAL CONSTRUCT
Some people perceive the body to be a purely
biological entity, whereas others – most notably
the famous French philosopher and social theorist
Michel Foucault – think of the body as an entirely
social construction. Professor Chris Shilling writes in
his book The Body and Social Theory (1993) that the
body is not only a result of both biological and social
processes, it is to some extent transformed by social
factors and relationships.
While only 25 percent of consumers are not satisfied Figure 2b shows that there are extremely large regional
with their looks or with their health, attitudes to wellness differences in overall wellness satisfaction. Does this
vary widely. On a country level, Figure 2a shows mean that the Japanese, the South Koreans and others
that only 1 percent of Japanese and South Korean with low satisfaction like the Swedes, Russians and
consumers are completely satisfied with their wellness, Australians are unfit, whereas Mexicans, South Africans,
however as many as 29 percent of Indians and Indonesians and Indians are extremely fit? No, it just
36 percent of South Africans are completely satisfied. means that people’s perception of their wellness is
relative to where they live.
Figure 2a: Attitudes to wellness by country
Japan Completely satisfied with wellness
South Korea
Satisfied with wellness
Sweden
Russia
Satisfied with looks only
Australia
Poland Satisfied with health only
UK
China Neutral
Germany
Not satisfied
France
Italy
Ukraine Figure 2b: Regional attitudes to wellness
Belgium
Developed Asia
Canada & Oceania
USA
Europe
Spain
Argentina North America
Brazil
Turkey Latin America
Mexico
Africa
South Africa
Indonesia
Emerging
India Asia
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Source: Ericsson ConsumerLab Analytical Platform, 2014 Source: Ericsson ConsumerLab Analytical Platform, 2014
Base: 28,643 respondents in 23 countries Base: 28,643 respondents in 23 countries
4 ERICSSON CONSUMERLAB Living longer: Wellness and the internet
Fitter people want
better health
How we view wellness changes with cultural trends. Figure 3: How satisfaction with wellness impacts attitudes to technology
In this report, we focus on the impact that the online
culture in general, and the recent increase in the Completely satisfied with wellness
use of smartphones and apps, has on wellness. Satisfied with wellness
Wellness may not be a typical focus for early
Satisfied with looks only Neutral
adopters of technology. For example, among the
different wellness groups we are looking at in this Satisfied with health only Not satisfied
report, smartphone ownership is on the same level
across all of them – from those unsatisfied with
their wellness to those completely satisfied.
Essential
However, those satisfied with their wellness have very to access/
specific views on information and communications store photos,
documents,
technology. Figure 3 shows that among those who etc. in the cloud
are completely satisfied, 47 percent see the cloud
as being essential for storing personal information,
while 60 percent say it is important to manage online
information. 55 percent also think a product’s look and Important to
actively manage
style is important, while 59 percent buy technology online ID,
products to fulfill certain needs and not just for fun. information
This implies that cloud, privacy, design and functionality
needs have to be fulfilled simultaneously in order for
connected wellness services to become successful.
Fulfilling one or two of these requirements may not Look/style of
be enough. technology
products is
important
Buy technology
Fitter people will be products for need
early adopters of rather than fun
connected wellness
technology
Among the first
to try new beauty
and personal
care products/
services
Those who are completely satisfied with their
wellness also say they are the first to try new beauty
and care products and services, as well as new
health approaches. For this reason, we believe that Among the first
fitter people will be early adopters of connected to try new health
approaches
wellness technology, not those with health issues.
0% 20% 40% 60% 80%
Source: Ericsson ConsumerLab Analytical Platform, 2014
Base: 28,643 respondents in 23 countries
ERICSSON CONSUMERLAB Living longer: Wellness and the internet 5
THE BODY IS AN
IMPROVEMENT PROJECT
The idea of the quantified self has been in the
public eye a lot recently. A typical example of
self-quantification is to keep track of how many
calories are eaten during the day, for example
by using a diary or taking photographs to
document meals. A more recent example is to
use a wearable device to automatically monitor
behaviors such as various kinds of movement,
and analyze the results using a cloud service.
Our global consumer data, surveying more than
54,000 mobile phone owners across 49 countries,
shows that more than half of those who quantify their 71%
behavior also use wearables. Two-thirds of those who
use wearables also quantify their behavior. In fact,
71 percent of consumers are equally as interested
in quantifying themselves as they are in wearables.
of consumers are
This implies that in the consumer’s mind, quantification of equally as interested in
behavior today starts with wearables. It also means that quantifying themselves as
consumers see an opportunity to improve their health they are in wearables
and fitness using various kinds of connected technology.
6 ERICSSON CONSUMERLAB Living longer: Wellness and the internet
Wearables around the world Figure 4: Percentage of consumers who quantify their behavior
When looking at self-quantification activity and use
of wearables on a global scale, two things stand out 50% Do so at least weekly
very clearly. Interested in doing so
40%
Firstly, there are considerable regional differences,
highlighting how cultural considerations have a
30%
strong impact on the use of wearables.
Secondly, interest levels are still much higher than 20%
actual use. Consumers may be delaying purchase,
thinking that as smartphones already perform similar 10%
tasks, wearables may not yet have found the right
level of design and functionality. Figure 4 shows the 0%
regional variations in interest levels and use. Although
Europe North Latin Africa Developed Emerging
on average 15 percent of consumers already quantify America America Asia & Asia
their activities, on average an additional 23 percent Oceania
are interested in doing so. Figure 5 shows consumer Source: Ericsson ConsumerLab Analytical Platform, 2014
interest levels in wearables. While an average of Base: 54,775 mobile phone owners in 49 countries
12 percent use wearables today, twice as many want to,
making the current adoption potential reach beyond a Figure 5: Percentage of consumers who use wearables
third of global consumer markets.
50% Use at least weekly
Indications in South Korea, the home market of many Interested in using
new wearable products, reinforce the idea that
40%
adopters of wellness technology are still waiting for
these devices to improve both on functionality and
30%
design. 16 percent of South Koreans use wearables
today, but as many as another 35 percent are
interested in doing so in the future, which adds up 20%
to more than half of all South Koreans.
10%
0%
Interest levels in Europe North Latin Africa Developed Emerging
America America Asia & Asia
wearables are much Oceania
higher than actual use Source: Ericsson ConsumerLab Analytical Platform, 2014
Base: 54,775 mobile phone owners in 49 countries
ERICSSON CONSUMERLAB Living longer: Wellness and the internet 7
Figure 6: Expected increase in lifespan (years)
Wearables that
monitor and
regulate stress
2.0
levels
Wearables that
monitor and
regulate physical
1.9
activity
Cups and plates
that measure intake
of calories, salt and
1.8
harmful ingredients
Cups and plates
that identify 1.3
food allergens
Pillows and sheets
that monitor and 1.1
regulate my sleep
Medicine bottles that
monitor and regulate 1.1
medicine intake
Self-driving cars
and internet- 0.5
regulated traffic Consumers believe that
monitoring and regulating
0 1 2
their stress levels could
increase life expectancy by
Source: Ericsson ConsumerLab Analytical Platform, 2014
Base: 5,024 iPhone/Android smartphone users in Johannesburg,
London, Mexico City, Moscow, New York, San Francisco, São Paulo,
2 YEARS
Shanghai, Sydney, Tokyo
Longer life Our research shows that smartphone owners see
With 12 percent of consumers around the world cloud-based services of various kinds giving them the
already using wearables, they are no longer just a potential to live healthier and longer lives – whether the
novelty. Instead, consumers are clearly starting to technology can be worn or not.
use these devices as part of a project to improve their
wellness, when it comes to both looks and health. Consequently, monitoring methods go beyond
smartphones and wearables. Cups and plates that
In fact, consumers expect that wearables will make measure the intake of calories, salt and unhealthy
it possible to monitor and correspondingly adjust ingredients are believed to increase life expectancy by
behaviors, and as a result, will let them live healthier 1.8 years and those that identify food allergies could give
and potentially longer lives. However, people are an extra 1.3 years on average. Pillows and sheets that
at least as interested in using wearables to handle monitor sleep patterns and medicine bottles that regulate
stress as they are in improving their physical fitness. medicine intake would potentially add 1.1 years each.
Consumers believe that monitoring and regulating their
stress levels could increase life expectancy by 2 years Most importantly, hopes for increased life expectancy
on average, as seen in Figure 6. Traditional jogging go beyond personal devices and services. By indicating
apps and other technologies monitoring physical that self-driving cars and internet-regulated traffic
activity are still sought after, with consumers believing will play a part, consumers are highlighting that their
they will increase their life expectancies by 1.9 years. individual wellness is also a societal concern.
8 ERICSSON CONSUMERLAB Living longer: Wellness and the internetWELLNESS
AND SOCIETY
Enhancing personal wellness does not only mean Uptake of services like these may be initially driven
improved monitoring and understanding of the by the individual’s need for protection from health
body. It also entails having better knowledge hazards. However, these services could create more
about, and ultimately increased control over, the explicit demands on a societal level when consumers
environments that we expose ourselves to. use measurements to pressure authorities into
action. As an example, 55 percent of consumers
We asked consumers about society-related health already want a wearable ecometer to select the
concepts and found high levels of interest. 66 percent most environmentally friendly commuting choice.
said a smartphone that checks the water quality of public
facilities and compares it with similar facilities nearby As seen in Figure 7, consumers in Delhi, Beijing and
would be useful. 62 percent would like a city microclimate São Paulo, who are facing bigger environmental
monitor on their smartphone that locates cool areas challenges, show higher interest and could potentially
on hot days, and less polluted areas in times of smog. drive change at a faster pace than in cities like New York,
Wearing a bracelet to continuously monitor air quality and London or Stockholm. Thus, interest in wellness on a
pollution levels appealed to 60 percent of those asked. personal level may inspire change on a societal level.
Figure 7: How useful do consumers see these concepts?
Delhi Beijing São Paulo Rome Tokyo Paris New York London Stockholm
92% 86% 81% 68% 55% 64% 61% 51% 41%
Water quality checker
87% 81% 72% 72% 61% 59% 49% 42% 36%
City microclimate
monitor
86% 83% 63% 65% 51% 54% 50% 48% 41%
Wearable
clean air bracelet
81% 77% 63% 56% 42% 52% 42% 37% 46%
Wearable commuting
ecometer
High Low
Source: Ericsson ConsumerLab Analytical Platform, 2014
Base: 9,030 iPhone/Android smartphone users in 9 cities
ERICSSON CONSUMERLAB Living longer: Wellness and the internet 9Figure 8a: Predicted daily use of wellness services
42% 33% 48%
Heart rate Digital health Posture
monitoring ring network sensor
Source: Ericsson ConsumerLab Analytical Platform, 2014.
Base: 9,030 iPhone/Android smartphone users in 9 cities
Change will start in cities But more importantly, Figure 8b Figure 8b: Interest in health services
When, and if, wellness-driven change shows that interest in all of these
on a societal level happens, it is likely concepts is significantly higher in
to occur in city centers first and then city centers than in suburbs.
spread to other geographical areas. On its own, this highlights that City Suburb
the pace of lifestyle change is
As Figure 8a shows, 42 percent of higher among city center dwellers.
consumers would use a heart rate If we factor in projected use High 75% 66%
monitoring ring that syncs with their
Usefulness rating
frequency, these results become
phone and alerts them when their even more interesting.
heart rate reaches a dangerous level
every day. 33 percent want their Whereas wellness may easily be
Medium 72% 61%
smartphones to collect medical written off as a private concern, it
stats in a digital health network is of broad popular interest. It will
that physicians can access, and spur technological development
48 percent say they would use a with high usage that will have the
posture sensor that gives cues potential to transform society at a Low 69% 58%
about body movements and future quicker pace than any other area
injury risks on a daily basis. that we have studied.
Between one-third and half of Heart rate monitoring ring
consumers predicted that they
would use health services at Digital health network
least daily – which is much higher Posture sensor
than concepts we tested in other Interest in
areas, such as communication wellness Source: Ericsson ConsumerLab Analytical
Platform, 2014
with authorities or traffic-related
concepts. For example, while
concepts is Base: 9,030 iPhone/Android smartphone
users in 9 cities
as many as 74 percent were higher in
interested in car or bike sharing, city centers
less than one-quarter said they
would use this service every day.
10 ERICSSON CONSUMERLAB Living longer: Wellness and the internetA new ecosystem Finally, our research shows that although an ecosystem
Although there is potential for wellness to cause entails cooperation between several parties, consumers
fast-paced consumer-driven societal change, what want some control over the flow of their personal
may hold it back is the complexity of the ecosystems information. Figure 11 shows that authorities were seen
that need to develop for this to happen. When we by consumers as the second largest wellness service
asked people who they believe would be the main provider, but in the Ericsson ConsumerLab Smart
supplier for wellness-related services, they saw the Citizens report, only 19 percent thought that authorities
need for different players to take the lead, depending should be able to forward their personal information to
on the nature of the service. approved companies. Likewise, as many as 66 percent
of consumers want full control over the dissemination of
While three out of the seven concepts tested were their information by authorities.
seen to be driven by medical service providers, two
of the concepts were seen as the responsibility of city Although many players will try to deliver wellness
authorities, and the remaining two concepts should be services that meet the demand for function and
provided by technology companies and environmental design, the question of who consumers will trust
protection organizations respectively. to handle the transfer of their information between
services remains open.
Given that the main service providers are expected
to differ widely, the ecosystem to join this will be
complex. Our research indicates that the platform
to make all of this happen will come from the player
most experienced in handling personal information
in accordance with consumer expectations. In a 66%
previous Ericsson ConsumerLab report − The Personal want full control over
Information Economy − we saw that people think the dissemination of
medical information is highly sensitive. Figure 3 also their information
showed that those who are likely to adopt wellness
services early on not only view using the cloud for
by authorities
personal information as essential, but they also value
the integrity of that information more than others.
Figure 11: Who is expected to be the main service provider?
60%
51% 50%
48%
50% 46% 46%
44% 45%
40%
30%
20%
10%
0%
Water quality City Wearable Wearable clean Posture sensor Digital health Heart rate
checker microclimate commuting air bracelet network monitoring ring
monitor ecometer
City authorities Technology companies Environment protection organizations Medical service providers
Source: Ericsson ConsumerLab Analytical Platform, 2014
Base: Those who predicted that the concepts will be available within 5 years, out of a total base of 9,030 iPhone/Android smartphone users in 9 cities
ERICSSON CONSUMERLAB Living longer: Wellness and the internet 11Ericsson is the driving force behind the Networked Society – a world leader in communications technology and services. Our long-term relationships with every major telecom operator in the world allow people, business and society to fulfill their potential and create a more sustainable future. Our services, software and infrastructure – especially in mobility, broadband and the cloud – are enabling the telecom industry and other sectors to do better business, increase efficiency, improve the user experience and capture new opportunities. With approximately 115,000 professionals and customers in 180 countries, we combine global scale with technology and services leadership. We support networks that connect more than 2.5 billion subscribers. Forty percent of the world’s mobile traffic is carried over Ericsson networks. And our investments in research and development ensure that our solutions – and our customers – stay in front. Founded in 1876, Ericsson has its headquarters in Stockholm, Sweden. Net sales in 2014 were SEK 228.0 billion (USD 33.1 billion). Ericsson is listed on NASDAQ OMX stock exchange in Stockholm and the NASDAQ in New York. The content of this document is subject to revision without notice due to continued progress in methodology, design and manufacturing. Ericsson shall have no liability for any error or damage of any kind resulting from the use of this document. Ericsson SE-126 25 Stockholm, Sweden Telephone +46 10 719 00 00 EAB-15:011986 Uen Rev B www.ericsson.com © Ericsson AB 2015
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