Wearables, connected homes to spur surge in data sharing by 2017, Gartner says

Wearables and 'smart' appliances are driving the trend

Google's never been the best at hardware, but the Nest is the best-designed thermostat hands-down.
Google's never been the best at hardware, but the Nest is the best-designed thermostat hands-down.

By 2017, the typical mobile user will share their personalized data stream with 100 applications and services every day, with wearable devices and Internet-connected appliances fueling the use trend, according to Gartner.

While Facebook, Twitter and Snapchat have had a major influence on users' willingness to share personal information with others, companies in emerging areas such as health tracking, "smart" home appliances and automobile technology are poised to give rise to a new world of apps that could take our data and analyze it in powerful ways, Gartner said in a report released Wednesday.

"In the next three to four years, apps will no longer be simply confined to smartphones and tablets, but will impact a wider set of devices, from home appliances to cars and wearable devices," said Gartner research director Brian Blau in a statement accompanying the report. "By 2017, Gartner predicts that wearable devices will drive 50 percent of total app interactions."

Because things like refrigerators, thermostats or wrist bands often don't have a central screen or interface on them, apps and other software are needed as the conduit for exchanging the data between the user and the company or device, Gartner said.

"As users continue to adopt and interact with apps, it is their data -- what they say, what they do, where they go -- that is transforming the app interaction paradigm," Blau said. "In the next three to four years, apps will no longer be simply confined to smartphones and tablets, but will impact a wider set of devices, from home appliances to cars and wearable devices."

By next year, cognizant computing will be a "key enabler" used in smart homes, Gartner said, with connected appliances and devices increasingly able to anticipate user behavior and needs. Data analysis will allow appliances to, for instance, initiate tasks such as turning on the hot water heater at a particular time or even calling for help or a doctor in an emergency in a home.

Some companies already offer incentives to get users to share personal data. For example, Lumo Lift tracks people's movements to help them focus on improving their posture, while the June bracelet tracks sun exposure.

In its report, Gartner argued these sorts of devices will help to increase the use of applications that connect with them. But a looming question is whether consumers will be on board with this level of data sharing.

The involvement of major technology companies such as Google could also raise consumers' concerns too. Last week Google announced it was acquiring Nest, a company that makes "smart" thermostats for homes.

Immediately following the acquisition news, Nest took to the company's blog to clarify how their customers' data would be shared with Google. Nest said that their privacy policy limits the use of customer information to providing and improving Nest's products and services.

But if companies can provide real value, many consumers will probably be okay with that, or at least go with the less creepy company, Gartner's Blau said. In Nest's case, for example, the idea is that saving money on your energy bills outweighs potential fears that other evil entities might learn when you leave your house.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in