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WHY Report

October 27, 2016

What the Future of Marketing Has In Store

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Technology is moving forward at a breakneck pace in today’s world. New tools and innovations are emerging daily. It can be incredibly overwhelming to marketers who are trying to provide the most up-to-date experiences for their audience, but it doesn’t have to be. After looking at the rising trends across the digital landscape, it’s clear there are three major concepts that should be your focus: experiential, storytelling, and wearable tech. 

Go time, folks.

September 28, 2016

Snapchat Spectacles and the Future of Wearables

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Late last week Snapchat somewhat unexpectedly unveiled a wearable. Of course this isn’t the first company to release video-recording glasses: back in 2013 Google released Google Glass. Glass was a failure for all the obvious reasons: they were extremely expensive and hard to use, and they were ugly. These problems, though, paled in the face of a much more fundamental issue: what was the point?

The future is so clear.

September 16, 2016

How Fitbit Is Staying a Step Ahead in the Race for Wearables

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Fitbit is updating its product mix with new features and offerings, and venturing into fresh advertising streams like this year's Super Bowl spot, Fitbit's first. Later this fall, the brand will be a first-time sponsor of the TCS New York City Marathon; it's also unveiling a new Adventures app to support the effort. In addition, Fitbit is switching up its marketing strategy by moving more creative in-house and searching for a new media agency.

10,000 steps ahead.

September 9, 2016

People Who Give Up Their Fitbits Are Plagued By Guilt

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People stop using their activity trackers for all sorts of reasons — they lose interest, misplace the device, or start to resent it’s incessant cataloging of steps. But, like so many lifestyle choices made in a moment of delusional aspiration, it’s not so easy to get over abandoning that cute little fitness tracker, according to new research. It turns out half of people who lapse in their Fitbit use end up being plagued by guilt.

It used to be mad love.

August 17, 2016

20 Big Questions about the Future of Humanity

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Will we ever colonize outer space? Will we discover a twin Earth? Will we be able to use wearable technologies to detect emotions? We asked leading scientists to predict the future. Here’s what they had to say.

Not bad, fellow humans.

July 11, 2016

Wearable Fitness Devices Attract More Than Young and Healthy

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That Fitbit isn’t just for the young, active and healthy anymore. Aging baby boomers and seniors are emerging as an equally prosperous market for fitness wearables manufacturers and the wellness industry as older Americans take to health technology and devices as rapidly as young people, according to new analyses. About half, or 48 percent of Americans over 65 are willing to use wearables and 47 of those under 65 are willing to wear them.

Walk it out, walk it out.

May 24, 2016

Fitbit Trackers are 'Highly Inaccurate'

A class action lawsuit against Fitbit may have grown teeth following the release of a new study which claims the company's popular heart rate trackers are "highly inaccurate." Comparative results from rest and exercise, including jump rope, treadmills, outdoor jogging and stair climbing, showed that the Fitbit devices miscalculated heart rates by up to 20 beats per minute on average.

Fitbit argues it's not meant to be a scientific or medical device.

May 10, 2016

The Real Reason Apple Made the Apple Watch

The late Apple CEO Steve Jobs developed pancreatic cancer in 2004. He then spent a great deal of time with doctors and the healthcare system until his death in 2011. He felt the healthcare system needed a complete technological overhaul, and it is within this backdrop that the Apple Watch was born.

Two words: healthcare reform.

May 6, 2016

How Millennials Ended the Running Boom

Today’s young adults grew up in an era of de-emphasized athletic competition, express a greater fear of failure than older generations and have opted not to adopt running as an activity. Instead, Millennials are fueling the proliferation of studios that specialize in everything from cycling, CrossFit and boxing to ballet barre workouts, boot camp and weight training. Their hunger for variety is reflected in the success of ClassPass, which offers entry to a range of fitness classes in 31 U.S. cities for a monthly fee.

 

Overall health vs. particular activities

May 4, 2016

Tim Cook: In a few years people will say, 'How could I have ever thought about not wearing this watch?'

Apple is still generating enormous profits, but its most recent quarter marked the company's first year-over-year revenue decline in 13 years. Apple CEO Tim Cook looks to soften investor fears by comparing the current public perception of his company’s smartwatch to the original hesitation about the sucess of the iPod and iPhone.

You just don't know that you can't live without your Apple Watch yet. 

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