- Almost half of Brits believe wearables are key to a longer life
- 17 million Brits to own wearables within three years
-  Sony SmartWatch tops Christmas wearable wish list for 2014
-  A third of Brits to list a wearable on their Christmas wish list

Friday 19 December 2014: One in three of us (34%) have asked for a piece of wearable technology for Christmas, as increasing numbers of Brits search for ways to improve multiple aspects of their lives. Keen to find effective ways to lose weight, create more time in the day, sleep better and maintain fitness goals, 43% believe wearable tech may be the key to a longer life.

According to the expert report commissioned by Currys PC World together with behavioural insights practice Canvas8*, wearables are no longer seen as novelty gadgets. A growing trend for Brits seeking to enhance their quality of life means a predicted 17 million 18-65 year olds are set to own a piece of wearable technology by 20171.

The increasing demand for wearable technology is reflected in sales data from Currys PC World, which shows the category has seen a staggering 710% increase in sales compared to this time last year.

Dave Ward, Head of Innovations and Technology at Currys PC World, explains: "Wearable technology will revolutionise our lives as it embeds itself into more everyday items and becomes accessible to a wider range of people."

Taking control

With two in three Brits now overweight, it's unsurprising that 'improving health and fitness' (39%) is the number one benefit cited for taking up wearable technology, with consumers keen to understand more about their bodies and the impact their lifestyle is having on it. Tracking calories (39%), daily activity (36%) and measuring heart rate (35%) were listed as the top three things people want to monitor day to day.

Great Britain's Olympic triathlon coach Ben Bright notes: "Wearables are on the brink of becoming mainstream. The big step will be how they translate beyond people who want to stay fit and healthy to the general public."

Balancing Act

With growing concern from psychologists about addiction to smartphones, and people struggling to balance their business and personal lives, people are looking for smarter ways to manage their digital lives.

Dr Simon Moore, a chartered psychologist with the British Psychological Society explains: "Some say we are in the busiest and most stressful period in human history. Anything that can save someone some time is useful to them. Even if it's 20 seconds."  

For those looking to use their time effectively and wean themselves from their phones, smart watches have provided a welcome solution. With some checking their phones up to 150 times a day, the ability to get directions (23%) and check emails (20%) on a wearable tech product instead are seen as key features on the smartwatch.

Game on

In an age of increasing competition, Brits see wearables as a way to 'gamify' their goals, compete with friends, and better themselves. With tracking personal progress or that of a friend through social media syncing helping motivate people, 50% of Brits believe wearables will even help people perform at their peak.

Dave Ward, Head of Innovations and Technology at Currys PC World, agrees: "People have a pretty competitive mentality. Wearables that let you share data with others and link in with apps are seeing faster growth. The social element is probably one of the biggest drivers in this space."

Christmas Wish List

Outside of personal fitness, almost a quarter (23%) of people are turning to wearable technology as gifts for their nearest and dearest. The Sony SmartWatch, Fitbit Flex and Samsung Gear Fit are top of the list, with affordability (76%), ease of use (66%), functionality (56%) and style (19%) important factors when selecting a product.

Mariel Brown, Head of Trends at design firm Seymourpowell, explains: "Anything you wear on your body becomes about personal expression; wearable tech designers should be working with fashion designers."

Here to Stay

As how they look and their capabilities continue to advance, wearables are here to stay - 49% of 18-30 year olds believe everyone will be using these products in the future. This opinion is shared by Currys PC World's Ward, who says: "As wearable technology advances over the next few years it will revolutionise health and fitness. Clever data correlations will mean than instead of just knowing you don't sleep, you'll realise it's only on the days when you drink too many coffees."

-ENDS-

Notes to editors:

The survey consisted of 1,068 UK adults and expert interviews across health, psychology, design and technology. The research was carried out in November 2014 by Canvas8 and Toluna on behalf of Currys PC World.

For more information please visit www.currys.co.uk or contact:
jovana.rajacic@mcsaatchi.com/ 0203 617 8460 for interview opportunities, or for the full report

About Currys PC World:

Currys PC World is part of DixonsCarphone plc, Europe's largest specialist electrical and telecommunications retailer and services company. The company is focused on helping customer navigate the connected world, offering a comprehensive range of electrical and mobile products, supported by expert after sales service from the Geek Squad and Knowhow. The company employs over 40,000 people in 14 countries, and sells over £10 billion worth of products and services every year, online and in c. 3000 stores.

Combining Dixons Retail's successful and sustainable multi-channel approach to electrical retailing, with Carphone Warehouse, one of Europe's largest independent telecommunications retailers, Dixons Carphone plc began trading as a merged entity on 7 August 2014.

For more information about Currys PC World, please visit www.currys.co.uk

Follow us on: @curryspcworld

About Canvas8*

Canvas8 is the UK's leading behavioural insights practice. Blending human sciences with trend research, they help some of the world's most innovative organisations better understand people. Informed by a network of leading experts, their services are delivered through a comprehensive library of global trends and cutting edge bespoke research projects.

1Compared to the current 3.5 million who currently own wearable technology

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