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Wearable Technology Appeals to Jewelry Consumers

Mar 31, 2014 7:30 AM   By Deena Taylor
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RAPAPORT... Consumers are increasingly interested in wearable technology that can be attached to their existing jewelry, as well as new styles that come with technology, according to a recent study by the Jewelry Consumer Opinion Council (JCOC).

JCOC reached out to 608 participants, equally divided by gender, and found that durability, convenience and ease of use were the most important components for any  wearable technology.  When given the choice, respondents preferred a more traditional jewelry look in the tech piece than something that appeared  more of a modern or high-tech design.

High-tech watches were the most preferred wearable technology, with 55 percent of participants saying they would buy the device, followed by bracelets and wristbands with a 27 percent share.

As for where consumers would make their purchase of wearable devices, there was no clear trend; however, respondents stated that the local independent jeweler was their least preferred retailer. This could still present an opportunity for local jewelers to capture the space by increasing their visibility overall and build a reputation as a ''go-to'' source for wearable tech devices.
Almost 50 percent of respondents just assumed they would make a wearable technology purchase from a tech store such as Radio Shack or Sharper Image, with 47 percent expecting to buy the technology from an Internet-only retailer and 46 percent from a big box store such as Target or Walmart.

Consumers surveyed noted that the least appealing aspect of wearable technology was the limited battery life of the devices.  
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