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 internet
WELLNESS 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 9
Figure 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 internet
A 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 11
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