Skyhook Study Reveals the Next Market Opportunity for Wearables

press-releasePress Release:  A new study commissioned by Skyhook (a Liberty Broadband company) has found that 40 percent of consumers are interested in family and personal safety tracking wearables. However, the study of 1,000 consumers also revealed skepticism, with 1 in 4 consumers not fully appreciating the value of wearables. The research highlights the challenges wearables manufacturers face as they go-to-market with new types of devices. To view an infographic of the findings, click here.

Conducted by independent research firm Research Now, Skyhook set out to examine the next hot market for wearables and to understand the usefulness of and appetite for location-enhanced wearable devices. The study found that, while there’s still plenty of headroom in the health & fitness market with 81 percent of consumers citing purchasing interest, wearables’ next great market opportunity lies in devices that help track the whereabouts of family members and protect their safety.

But what do wearables manufacturers need to do to convert this interest into actual sales? According to the study, highlighting the value of location capabilities could be the key.

In Skyhook’s study, consumers strongly agreed that the ability to accurately pinpoint their location and deliver contextually relevant experiences based on it would influence their purchasing consideration. It found that:

  • The accuracy of location data is critical to 88 percent of current non-wearable owners
  • The ability to create customized experiences based on the user’s location is valuable to 74 percent of current non-wearable owners

“This research confirms that family and personal safety trackers are the next hot market for wearables but there’s work to be done by manufacturers to showcase the value of advanced location technologies,” said Skyhook vice president of product David Bairstow. “This category has shown promise for some time but previous location functionalities were limited at best. Today it’s possible to embed powerful, advanced location services right into a chip on the device, helping to create new use cases and experiences and also untether the device from a smartphone.”

An infographic detailing the study findings can be viewed here


The Skyhook-commissioned study was conducted by Research Now, which surveyed 1,000 consumers between July 15 and July 21, 2016 about their views on the state of wearable devices.

About Skyhook

Skyhook is a worldwide leader in location. Skyhook created and operates the most advanced global first party location network in the world today. Everyday Skyhook powers tens of trillions of location requests and location-based context requests around the world for adtech, publishers, devices, apps, wearables, media, mobile device management, digital rights management, device recovery and more. Skyhook is a wholly owned subsidiary of Liberty Broadband Corporation. To learn more about Skyhook, please visit

Media Contact

Laura Paine

InkHouse (for Skyhook)



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