If you want to figure out why Nike might be giving up on marketing FuelBand, its wellness tech product that joggers wear on their wrist, numbers from iModerate could provide some clues. Although the researcher’s findings—which involved surveys and in-depth interviews with 502 consumers—actually show that FuelBand has the greatest brand awareness in the health wearables space, the Swoosh may have cause for concern in terms of growth.
Denver-based iModerate’s data on the two-year-old Nike product are an intriguing mixed bag:
- 57 percent of consumers had heard of Fuelband;
- Though 20 percent of those who were aware of product admitted they didn’t know much about it;
- So just 37 percent had a strong sense of the brand;
- 13 percent owned a FuelBand (which doesn’t seem too shabby, all things considered);
- and 13 percent said they planned to buy one.
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