The chosen product is a smartwatch – a wireless wearable that connects to one’s smartphone. Smartwatches display notifications, show time, and have built-in sensors that measure the wearer’s vitals, count steps, monitor sleep, and other functions. As one can see, the primary characteristic of the customer group is the use of smartphones. The functionality of these devices shows that fitness enthusiasts and athletes may be interested in purchasing a smartwatch to track their performance – this is the first target market. The next group is people interested in closely monitoring their health due to health conditions and risks.
However, people without athletic or health-related needs also may want to buy a smartwatch, especially if they need wireless wearable devices to help them perform basic functions without using phones. Thus, a broader category of “functional millennials” can be identified. These are adults aged between 18 to 34 years that also belong to the group with the highest rate of smartphone users. These individuals are interested in new technologies but are wary of high prices due to limited income. As a result, smartwatch brands may have to highlight the functionality of the devices to gain recognition.