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Author: Dan Gendro

Study shows vast majority of Indians love wearable technology

According to recent research, 82 percent of people from India like wearables at work.

As wearable technology such as smartwatches or augmented reality glasses start to edge their way from being a category of electronics that is in its infancy to one that is headed on a path toward mainstream use, it is becoming clear that some markets already find these devices more appealing than others.

A recent study conducted in India have found that a tremendous 82 percent have worn smart technologies in the workplace.

Among the various types of wearable technology that have been worn by adults in India are smart badges, headsets, and barcode scanning wearables. All of those have been worn for work related purposes, according to the “Wearables at Work” survey conducted by Kronos. The survey also revealed that the countries in which this type of device is taking off at the greatest rate are seeing the majority of those numbers from workplace use as opposed to personal use.

The survey predicts that wearable technology will need to be meaningful in the workplace before it is brought home.

Wearable Technology - India StudyAccording to the Workforce Institude director at Kronos, Joyce Maroney, it is widely believed that wearables will “take off in the workplace before the home because devices such as smart watches, intelligent ID badges, and fitness and health monitors can provide organizations with uncharted data collection points to greatly improve safety, productivity, collaboration, and overall workplace effectiveness.”

Maroney also explained that though there have been a large number of different types of wearable tech devices that have made it to the market shelves, the actual concept of devices that can be worn is not actually a new one. She pointed out that workers have had this type of tech in their safety gear, uniforms, ID badges, and headsets for many years in order to be able to improve their efficiency, productivity, and safety levels.

This survey has underscored the considerable difference in the way that wearable technology devices are perceived by people in different countries around the world. While many feel that the category is nothing new as they are familiar with wearables in older forms, others think that these devices are brand new to the marketplace.

Social media marketing over mobile must be very personal, Facebook

The head of mobile advertising has shared that these ads must be exceptionally relevant to consumers.

Jane Schachtel, the Facebook head of mobile and technology and global vertical marketing has explained that when it comes to social media marketing over smartphones and tablets, advertisers have to take that extra step to make sure that consumers are being treated as individuals and not as an overall general group.

The explanation was that mobile devices themselves are highly personal, so ads have to be, too.

She explained that as smartphones and tablets are very personal devices, social media marketing conducted over that channel must also be carefully personalized for the individual recipients. Though this does appear to be quite the significant effort, the reward for marketers that take this step is equally large. According to Schachtel, only about 2 percent ($16 billion) of the total glabl advertising spend is going to be put aside for mobile in 2015.

This means that mobile social media marketing has a considerable amount of room for growth.

social media marketing - personalShe explained to the Mobile First conference audience that “This presents a huge opportunity.” She pointed out that the relationships that people have with their mobile devices has become much more complex and profound. Schachtel expressed that “People used to go to the mobile web to find one specific thing,” and added that “Then came the feed. … Now people discover, they share.”

When device users do this, they provide a considerable amount of information on websites – including Facebook – that can be utilized by mobile marketing companies in order to learn more about the individual what they want, what they like, and what they do not like.

That said, she also stated that “no one company has all the data.” Even Facebook doesn’t have all of the information that would be required to know everything about each individual consumer. Instead, there remain “ a lot of companies with a lot of data.” Therein lies the true challenge of mobile social media marketing. These various kinds of information must be carefully combined in order to be able to fully target and personalize the ads that consumers are receiving on their mobile devices.