Consumer Awareness and Perceptions
of Sleep Technology
CEA Market Research Report
October 2015
Co-produced with
The Authoritative Source for Consumer Technologies Market Research
[email protected] I 703-907-7600
This document is copyrighted by the Consumer Electronics
Association (CEA®) and may not be reproduced, in whole or part,
without written permission. Federal copyright law prohibits
unauthorized reproduction of this document by any means. Requests
to reproduce text, data, charts, figures or other material should be
made to CEA. Requests should be made to [email protected] or by calling
1-866-858-1555 or 703-907-7600.
Any general questions should be directed to [email protected].
Table of Contents
Methodology…………………………………………………………………………………………….............
1
Research Objectives……………………………………………………………………………………………
2
Key Findings…………………………………………………………………………………………….............
3
Market Background…………………………………………………………………………………….............
5
Detailed Findings
I. Demographic Profile of Consumers and Sleep Technology Users……………..……….…………
6
Demographic Profile of Consumers and Sleep Technology Users………..…………………..….
6
II. Health and Wellness Perceptions and Behaviors……..………………………………………..….
15
Attitudes About Health and Wellness….………………………………………….………………...
15
Perceptions of Impact of Behavior on Health..………………………………….………………….
20
Exercise Frequency………………………..……………….…………………………………………. 20
III. Sleep Pattern Profile of Consumers and Sleep Technology Users...…………………………….. 21
Sleep Pattern Profile of Consumers and Sleep Technology Users..…..………...………………. 21
Bedtime Behaviors…………….……………………………...…………….…………………………. 23
Sleep Facilitating Activities…………….……………………………………………..………………. 24
IV. Sleep Technology………...……………………………………………….………….……………….
26
Awareness…………….………………………………………………….…………...……………….
26
Usage and Satisfaction…………….………….………………………………...……………….
27
Timing of Technology Purchase….………..…..…………...………….…………………………….
31
Reasons to Purchase Sleep Technology….………………………………….…………………….. 31
Technology Research……………………………………………………..…….…………………….. 32
IV. Future Outlook for Sleep Technology……………………………………………….………………. 35
Interest and Barriers to Purchase for Non-Users………...………………….……………………..
35
Attribute Importance for Sleep Technology……………………………..……….………………….. 37
Performance of Current Sleep Technology on Key Attributes.………………….………………..
38
Conclusions……………………………………………………………………………………………………… 39
Methodology
The report described herein was designed and formulated by the Consumer Electronics
Association (CEA). The quantitative study was administered via Internet web form to an online
national sample of 1,029 U.S. adults between September 11-29, 2015.
The margin of sampling error at 95% confidence for aggregate results is +/-3.1%. Sampling error
is larger for subgroups of the data. As with any survey, sampling error is only one source of
possible error. While non-sampling error cannot be accurately calculated, precautionary steps
were taken in all phases of the survey design, collection, and processing of the data to minimize
its influence. As it relates to satisficing behaviors among research respondents, steps were taken
to identify and minimize satisficing to ensure the highest quality data.
As is common practice in survey research, the data was weighted to reflect the known
demographics of the population under study. In this survey, weights were applied to cases based
on gender, age, race and region. As a result, this data can be generalized to the entire online
U.S. adult population.
The bases shown on all charts and tables are weighted bases. All percentages in the text, charts
and tables included in this report are also based on weighted data.
Note on Audience Segments: For the purposes of this study, “Sleep Tech Users” refer to any
respondent who answered affirmatively to the ownership/usage of any device or app, including
“other” on question B5 “Which of the following technologies do you own or use for sleep
purposes? Please select all that apply.” “Non-Users” refer to respondents who chose “None of the
above” on that same question. “Wearable Users” refer to respondents who chose “Withings
Activite or Pulse”, “FitBit”, “Apple Watch”, “Jawbone Up”, “Basis Science Smart Watch”, or “Misfit”
on that same question. “Users, But Not Wearables” refer to respondents who were coded as a
“Sleep Tech User” but did not select a wearable device on B5. And finally, “Users of ‘Active’
Sleep Tech” refer to respondents who selected devices/apps that do more than just track sleep
patterns: “Beddit”, “Hello Sense”, “Withings Aura”, “Good Night LED Light Bulb”, “NightWave”,
“Sleep improving guided meditation apps such as Buddhify, Calm or Omvana” or “Smartphone
apps such as Sleep Cycle or Sleep Genius”.
During the fielding of this study, CEA employed the services of Candice Bennett & Associates,
Inc. and Lucid, LLC to provide email-based sample. The emails were pulled as a random sample
from a nationally representative panel of online households.
The Consumer Electronics Association is a member of the Marketing Research Association
(MRA) and adheres to the MRA’s Code of Marketing Research Standards.
CEA designed this study in its entirety and is responsible for all content contained in this report.
Any questions regarding the study should be directed to CEA Market Research staff at
[email protected].
1
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Research Objectives
The Consumer Electronics Association sought to better understand current consumer
perceptions of sleep technology.
This research study was designed to meet the following objectives:
Objective 1: Develop a demographic and sleep pattern profile for consumers
Objective 2: Measure awareness and purchase intent for sleep technology products
Objective 3: Develop a profile of current sleep technology owners
Objective 4: Understand current owners’ perceptions and use of sleep technology products
A quantitative Internet survey was conducted among the U.S. adults. In addition to addressing
the objectives outlined above, the questionnaire incorporated profiling questions, such as
respondent demographics, technology adopter status, and ownership of sleep technology, to
allow for analysis of respondent subgroups.
2
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Key Findings
One in five online consumers indicate they own or use some type of sleep technology.
Sleep tech owners generally only own one device. Of the 22% who use any sleep technology,
two thirds (66%) say they only use/own one type of technology.
Men (57%), who tend to be early adopters, are more likely to be sleep tech users than women
(43%).
There is a distinct generational gap among users. Gen Xers and Millennials make up the
biggest segments of Sleep Tech Users, with 71% of sleep tech users overall under 45 years old.
That difference is even more pronounced among wearable users, with 81% of wearable users
under the age of 45.
• Sleep Tech Users are twice as likely to be Asian than Non-Users (8% vs. 4%) and almost
twice as likely to consider themselves Hispanic or Latino (21% vs. 13%).
Sleep Tech Users are more likely to have larger households with 47% of Sleep Tech Users
saying they have children under 18 living in their household, compared to only 31% of Non-Users.
Similarly, 54% of Sleep Tech Users say they have 3 or more people living in their households,
compared to only 42% of Non-Users.
• Sleep Tech Users are significantly more likely to be single and never married than NonUsers (37% vs. 27%).
Sleep Tech Users are more likely than Non-Users to generally say they are actively trying
to improve and manage their health. Almost three-quarters (70%) of Sleep Tech Users say
they actively manage their mental health (compared to 58% of Non-Users). Two-thirds (68%) of
Sleep Tech Users say they think that about at least 75% of their meals are healthy meals
(compared to 52% of Non-Users).
• 50% of Sleep Tech Users say they track their sleep as part of their routine (compared to
20% of Non-Users).
Wearable Users are more likely than other Users to generally say they have healthy habits.
Six in 10 (62%) Wearable Users say they get enough exercise each week (compared to 49% of
other Users). Over half (56%) of Wearable Users say they track their sleep as part of their routine
(compared to 43% of other Users). Yet, 42% of other Users say they are currently managing a
chronic illness compared to only 25% of Wearable Users.
Respondents that say they get between 6 and 8 hours of sleep are more likely to feel they
have healthy habits. Eight in 10 (81%) say they feel like they understand how to eat healthy,
73% say they think healthy habits prevent them from getting ill and 63% say they actively manage
their mental health.
• 30% say they track their sleep as part of their routine.
Respondents that on average get less than 6 hours of sleep a night are more likely than
others to be facing health challenges. Over half (54%) say they are currently trying to lose
weight, 46% say they often have mood swings, 41% say they don't feel physically healthy and
37% say they are currently managing a chronic illness.
On average respondents think they need around 7.5 hours of sleep a night to feel fully
rested the next day, yet most feel they are only getting on average 6.5 hours of sleep. The
biggest gap is for those getting the least amount of sleep already. For those averaging less than 6
hours of sleep per night, they feel they need at least 7 hours, but in reality are just getting 4.5
hours.
3
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Not surprisingly, less than 10% are regularly using any kind of sleep technology to help
improve or track their sleep, yet 72% report watching television before bed most nights of the
week. While there is little difference in bedtime behaviors among Sleep Tech Users and NonUsers, respondents who report on average less than 6 hours of sleep each night are more likely
than others to report using their cellphone or smartphone to play games or text before bed most
nights (47%).
Almost one-third of respondents (29%) say they are not at all aware of sleep technology.
While two-thirds of Sleep Tech Users (68%) say they are somewhat or very aware of sleep
technology, there is a portion of the audience that while they say they own and use it, do not feel
very familiar with it.
Among Sleep Tech Users, satisfaction is high overall with 59% saying they are very or
somewhat satisfied with their device for sleep monitoring capabilities. However, 31% say
they are neither satisfied nor dissatisfied, indicating there is room for growth.
• Users of Non-Wearable Tech (64%) and “Active” Sleep Tech (66%) are more likely than
other groups to say their technology has improved their quality of sleep somewhat or a
great deal than others.
• Users of “Active” Sleep Tech (56%) are more likely to say they have benefited somewhat
or a great deal from monitoring their sleep patterns.
Perception is key and overall, 60% of Sleep Tech Users feel their sleep technology has
made them more aware of their sleep patterns. Users of “Active” Sleep Tech are more likely to
feel that they sleep better knowing their technology is helping them (60% vs. 42%) or that they
feel healthier because of their sleep technology (58% vs. 41%)
• Overall, Sleep Tech Users are most satisfied with their sleep tech’s usability, reliability,
comfort and durability. Wearable Users are more satisfied with their device’s display
interface (72% vs. 58%) and battery life (68% vs. 53%) than others.
Like most technology purchases, price and comfort are the biggest barriers to adoption
for Non-Users, followed by a lack of need. Almost half (48%) of Non-Users feel that sleep
technology is too expensive and 45% don’t think sleep technology looks very comfortable to wear
at night.
• Among Non-Users that get less than 6 hours of sleep per night, 32% think sleep
technology would help them be healthier.
Early adopters of sleep technology are similar to other early adopters as they use word of
mouth and online reviews as their “go-to” source of information. Among Sleep Tech Users,
46% say that online reviews is where they go to learn about sleep technology, and 41% say it is a
friend, family member or a colleague. However, for Non-Users, the healthcare professional is the
most trusted source of information.
Among Non-Users, those who currently are attaining less than 6 hours of sleep a night are the
most likely to be interested in learning more (66%) and likely to purchase (43%).
4
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Market Background
CEA expects U.S. sales of consumer electronics to continue to trend upwards and projects
$222.7 billion wholesale in 2015. This growth is driven by consumer demand for innovation and
value in key categories such as mobile-connected devices, smartphones and tablets, as well as
CE technologies in video/display categories. In addition, health and fitness related technology is
expected to generate $1.8 billion in wholesale revenue in 2015 and $1.9 billion in 2016.
Figure 1: U.S. Consumer Electronics Sales
$206,118
$210,687
$217,936
$222,699
$228,792
$197,115
2011
2012
2013
2014
Source: CEA, U.S Consumer Electronics Sales and Forecasts, January 2015
2015e
2016p
Categories expecting growth include many products in the sleep technology area. Smartphones,
wearable activity trackers and smart watches are growth categories among consumers expecting
to purchase consumer electronics in the next 12 months and each play a role in sleep monitoring.
Figure 2: Top CE Products U.S. Households Expect to Purchase in the Next 12
Months
Device
% Households Expected to
Purchase in Next 12 Months
Smartphone
31%
Wearable activity fitness tracker, such as
11%
Fitbit
Smart watch
5%
Source: CEA, 17th Annual CE Ownership and Market Potential Study; (2015)
Base: U.S. adults
5
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Detailed Findings
I. Incidence and Demographic Profile of Consumers and Sleep Tech
Users
Incidence of sleep tech may seem high, but there is not a significant overlap of different tech with
sleep tech users. Of the 22% who use any sleep technology, two thirds (66%) say they only
use/own one type of technology. For those that own more than one type of technology, more than
half (53%) say they own only two types of technology.
Analyst note: The incidence may feel high, but the most significant contribution to sleep
tech usage is FitBit ownership. Margin of error is also +/-3% for the usage of any one type
of technology, but is higher for the cumulative impact.
Figure 3: Population Summary – Which US Adults Use Sleep Tech
Base: 1,029 online US Adults
6
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
B5: Which of the following technologies do you own or use for sleep purposes? Please select all that apply.
Demographic Profile of Consumers and Sleep Tech Users
Not surprisingly, men, who tend to be early adopters, are more likely to be Sleep Tech Users.
Figure 4: Gender
Base: 1,029 US Adults
S1: Are you…(Male/Female)?
7
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
The generational gap of sleep tech usage is even more pronounced than the gender gap, with
Gen Xers and Millennials making up the biggest segments of Sleep Tech Users. Overall, less
than half of the adult population is under the age of 45 (48%). However, 71% of Sleep Tech
Users are under 45 years old. That difference is even more pronounced among Wearable Users,
with 81% of Wearable Users under the age of 45, compared to 59% of other Users. 79% of Users
of “Active” Sleep Tech are under 45, compared to 62% of Users of Only “Tracking” Sleep Tech.
Figure 5: Age
Base: 1,029 US Adults
S2: What is your age?
8
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Surprisingly, there were no significant BMI differences between Sleep Tech Users and NonUsers.
Figure 6: BMI Group
Base: 1,029 US Adults
Z1: How tall are you?
Z2: How much do you weigh?
Sleep Tech Users are twice as likely to be Asian than Non-Users (8% vs. 4%) and almost twice
as likely to consider themselves Hispanic or Latino (21% vs. 13%). These differences are
significant at p<.05 in the two-sided test of equality for column proportions.
Figure 7: Race
Base: 1,029 US Adults
S3: Which of the following best describes your race?
S4: Do you consider yourself Hispanic/Latino?
9
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
There were no significant regional differences between Sleep Tech Users and Non-Users.
Figure 8: Region
Base: 1,000 US Adults
S5 & Z13: What is the five-digit zip code for your home address?
Related to age, Sleep Tech Users are significantly more likely to be single and never married
than Non-Users (37% vs. 27%).
Figure 9: Marital Status
Base: 1,029 US Adults
Z7: What is your marital status?
10
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Sleep Tech Users are more likely to have larger households with 47% of Sleep Tech Users
reporting they have children under 18 living in their household, compared to only 31% of NonUsers. Similarly, 54% of Sleep Tech Users say they have 3 or more people living in their
households, compared to only 42% of Non-Users.
Figure 10: Children in Household
Base: 1,029 US Adults
Z12: Are there any children living in your household in the following age categories?
Figure 11: People in Household
Base: 1,029 US Adults
Z12: Including yourself and others, how many people regularly live in your household?
11
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Sleep Tech Users, and more specifically, Wearable Users, are more likely to have higher
incomes, higher levels of education and be employed than others.
• 39% of Sleep Tech Users have at least a college degree, compared to only 26% of NonUsers.
• 32% of Sleep Tech Users have annual incomes of $75,000 or higher, compared to 17%
of Non-Users.
• 57% of Sleep Tech Users are employed full-time, compared to 31% of Non-Users.
• 51% of Wearable Users have at least a college degree, compared to 25% of other Users.
• 40% of Sleep Tech Users have annual incomes of $75,000 or higher, compared to 26%
of other Users.
• 69% of Sleep Tech Users are employed full-time, compared to 43% of other Users.
Figure 12: Level of Education
Base: 1,029 US Adults
Z9: What is the highest level of education you have completed or the highest degree you have received?
12
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Figure 13: Annual Income
Base: 1,029 US Adults
Z15: What is your current annual household income?
Figure 14: Employment Status
Z10: What is your employment status?
13
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Not surprisingly, Wearable Users are the most likely to be Early Adopters of technology with 78%
saying either “I buy technology as soon as it is available” or “I buy technology soon after it is
available, but not right away.”
Figure 15: Technology Adoption Habits
Base: 1,029 US Adults
S6: Which of the following best describes your technology purchasing habits?
14
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
II. Health and Wellness Perceptions and Behaviors
Overall, respondents generally agree that they feel like they know what are healthy habits and
they feel healthy and happy.
• 79% say they feel like they understand how to eat healthy.
• 70% say they feel happy.
• 69% say they think healthy habits prevent them from getting ill.
Yet, barely half (52%) say they think they get enough sleep and only 26% say they track their
sleep as part of their routine.
Figure 16: Attitudes About Health and Wellness (Strongly/Somewhat Agree)
Base: 1,029 US Adults
A1: Please indicate how strongly you agree or disagree with each of the following statements
15
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Sleep Tech Users are more likely than Non-Users to generally say they are actively trying to
improve and manage their health.
• 78% of Sleep Tech Users say they think healthy habits prevent them from getting ill
(compared to 67% of Non-Users).
• 70% of Sleep Tech Users say they actively manage their mental health (compared to
58% of Non-Users).
• 68% of Sleep Tech Users say they think that about at least 75% of their meals are
healthy meals (compared to 52% of Non-Users).
• 56% of Sleep Tech Users say they get enough exercise each week (compared to 40% of
Non-Users).
• 53% of Sleep Tech Users say they are currently trying to lose weight (compared to 44%
of Non-Users).
• 50% of Sleep Tech Users say they track their sleep as part of their routine (compared to
20% of Non-Users).
Figure 17: Attitudes About Health and Wellness
% Strongly or Somewhat Agree, ranked by
Overall
I feel like I understand how to eat healthy
I feel happy
I think healthy habits prevent me from getting ill
I actively manage my mental health
I think that about at least 75% of my meals are
healthy meals
While I’m not currently dieting, I do watch my
weight
I think I get enough sleep
I’m currently trying to lose weight
I get enough exercise each week
I often have mood swings
I’m currently managing a chronic illness
I don’t feel physically healthy
I track my sleep as part of my routine
I am the caretaker for a family member who is ill
or disabled
Sleep Tech User
Non-User
81%
72%
78%
70%
68%
78%
69%
67%
58%
52%
52%
52%
56%
53%
56%
41%
33%
36%
50%
32%
51%
44%
40%
31%
29%
28%
20%
13%
Base: 1,029 US Adults
A1: Please indicate how strongly you agree or disagree with each of the following statements
16
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Wearable Users are more likely than other Users to generally say they have healthy habits.
• 62% of Wearable Users say they get enough exercise each week (compared to 49% of
other Users).
• 56% of Wearable Users say they track their sleep as part of their routine (compared to
43% of other Users).
On the flip side, 42% of other Users say they are currently managing a chronic illness compared
to only 25% of Wearable Users.
Figure 18: Attitudes About Health and Wellness
% Strongly or Somewhat Agree, ranked by
Overall
I feel like I understand how to eat healthy
I feel happy
I think healthy habits prevent me from getting ill
I actively manage my mental health
I think that about at least 75% of my meals are
healthy meals
While I’m not currently dieting, I do watch my
weight
I think I get enough sleep
I’m currently trying to lose weight
I get enough exercise each week
I often have mood swings
I’m currently managing a chronic illness
I don’t feel physically healthy
I track my sleep as part of my routine
I am the caretaker for a family member who is ill
or disabled
Wearable Users
83%
75%
80%
68%
66%
Users, But Not
Wearables
80%
69%
75%
73%
71%
56%
48%
56%
51%
62%
39%
25%
39%
56%
33%
55%
56%
49%
43%
42%
32%
43%
31%
Base: 1,029 US Adults
A1: Please indicate how strongly you agree or disagree with each of the following statements
17
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Users of “Active” Sleep Tech are more likely than Users of Only “Tracking” Tech to generally say
they get enough sleep (62% vs. 49%).
Figure 19: Attitudes About Health and Wellness
% Strongly or Somewhat Agree, ranked by
Overall
Use "Active" Sleep
Tech
I feel like I understand how to eat healthy
I feel happy
81%
77%
Only Use
"Tracking" Sleep
Tech
82%
68%
I think healthy habits prevent me from getting ill
I actively manage my mental health
I think that about at least 75% of my meals are
healthy meals
While I’m not currently dieting, I do watch my
weight
I think I get enough sleep
I’m currently trying to lose weight
I get enough exercise each week
I often have mood swings
I’m currently managing a chronic illness
I don’t feel physically healthy
I track my sleep as part of my routine
I am the caretaker for a family member who is ill
or disabled
79%
75%
79%
77%
65%
57%
54%
51%
62%
57%
62%
48%
38%
36%
52%
39%
49%
49%
49%
34%
27%
35%
48%
26%
Base: 1,029 US Adults
A1: Please indicate how strongly you agree or disagree with each of the following statements
18
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Respondents that say they get 9 or more hours of sleep are most likely (82%) to say they think
they get enough sleep.
Respondents that say they get between 6 and 8 hours of sleep are more likely to feel they have
healthy habits.
• 81% say they feel like they understand how to eat healthy.
• 74% say they feel happy.
• 73% say they think healthy habits prevent them from getting ill.
• 63% say they actively manage their mental health.
• 56% say while they aren’t currently dieting, they do watch their weight.
• 48% say they get enough exercise each week.
• 30% say they track their sleep as part of their routine.
Respondents that on average get less than 6 hours of sleep a night are more likely than others to
be facing health challenges.
• 54% say they are currently trying to lose weight.
• 46% say they often have mood swings.
• 41% say they don't feel physically healthy.
• 37% say they are currently managing a chronic illness.
Figure 20: Attitudes About Health and Wellness
% Strongly or Somewhat Agree, ranked by
Overall
I feel like I understand how to eat healthy
I feel happy
I think healthy habits prevent me from getting ill
I actively manage my mental health
I think that about at least 75% of my meals are
healthy meals
While I’m not currently dieting, I do watch my
weight
I think I get enough sleep
I’m currently trying to lose weight
I get enough exercise each week
I often have mood swings
I’m currently managing a chronic illness
I don’t feel physically healthy
I track my sleep as part of my routine
I am the caretaker for a family member who is ill
or disabled
<6 Hours
Sleep
71%
57%
6-8 Hours Sleep
81%
74%
9+ Hours
Sleep
80%
63%
56%
53%
40%
73%
63%
59%
65%
58%
58%
43%
56%
45%
15%
54%
30%
46%
37%
41%
16%
17%
61%
45%
48%
30%
27%
27%
30%
18%
82%
34%
35%
27%
33%
22%
22%
20%
Base: 1,029 US Adults
A1: Please indicate how strongly you agree or disagree with each of the following statements
19
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Respondents generally feel that sleep does contribute a great deal to both their physical (58%)
and mental (65%) health. There was no significant difference on these factors across audiences.
Figure 21: Impact of Behaviors on Health (% A Great Deal)
Base: 1,029 US Adults
A2: How much do you think each of the following contributes to your physical health and well-being?
A3: How much do you think each of the following contributes to your mental health and well-being?
Sleep Tech Users, and Wearable Users specifically, report more frequent exercise activity than
others.
Figure 22: Exercise Frequency
Base: 1,029 US Adults
Z3: How frequently do you exercise (physical activity for at least 30 minutes)?
20
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
III. Sleep Pattern Profile of Consumers and Sleep Tech Users
Except for respondents who on average get more than 9 hours of sleep a night, most
respondents think they need around 7.5 hours of sleep a night to feel fully rested the next day. On
average, most audience segments feel they are only getting on average of 6.5 hours of sleep, or
that they are “missing roughly” an hour of sleep each night that they need. The biggest gap is for
those getting the least amount of sleep already. For those averaging less than 6 hours of sleep
per night, they feel they need at least 7 hours, but in reality are just getting 4.5 hours. There is not
a significant difference in the amount of sleep needed or attained by sleep tech usage segments.
Figure 23: Hours of Sleep Desired and Attained
Base: 1,029 US Adults
A4: How many hours of sleep a night do you feel you need to feel fully rested for the next day?
A6: On average, how many hours of sleep a night do you get each night?
21
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Two-thirds (68%) of respondents feel that their quality of sleep is good or better, with no
significant differences across audiences.
Figure 24: Sleep Quality
Base: 1,029 US Adults
A5: Generally speaking, how would you rate your quality of sleep?
22
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Three-quarters (72%) of respondents report watching television before bed most nights of the
week. Less than 10% are regularly using any kind of sleep technology to help improve or track
their sleep.
Figure 25: Bedtime Behaviors
Base: 1,029 US Adults
A7: How frequently do you do each of the following activities before you sleep (regardless of problems)?
23
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
There is little difference in bedtime behaviors among Sleep Tech Users and Non-Users. However,
respondents who indicate on average that they get less than 6 hours of sleep each night are
more likely than others to report using their cellphone or smartphone to play games or text before
bed most nights (47%).
Figure 26: Bedtime Behaviors
% Most Nights or Every Night, ranked by
Overall
Watch TV before bed
Make sure home alarms are active and all
doors/windows locked
Use your cellphone or smartphone (e.g. play
games, text)
Listen to music
Read a physical book/magazine
Read a book or magazine on an e-reader,
tablet, laptop or desktop
Take a non-prescription sleeping aid such as
melatonin
Take a prescription sleeping medication such as
Ambien
Have a nightcap (an alcoholic beverage) before
bed
<6 Hours Sleep
6-8 Hours
Sleep
9+ Hours
Sleep
73%
72%
69%
59%
64%
49%
47%
21%
13%
37%
24%
18%
28%
15%
16%
15%
17%
13%
10%
9%
6%
13%
6%
14%
8%
8%
11%
Base: 1,029 US Adults
A7: How frequently do you do each of the following activities before you sleep (regardless of problems)?
Overall, very few respondents are using any kind of sleep technology to monitor or manage their
sleep.
Figure 27: Sleep Facilitating Activities
Base: 1,029 US Adults
24
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
A7B: How frequently do you do any of the following to help monitor and/or manage your sleep?
While it is not surprising that Sleep Tech Users are more likely than Non-Users to be actively
using sleep technology to monitor or manage their sleep, most Sleep Tech Users are doing other
bedtime behaviors like watch television (68%) or play with their cellphone (53%) instead of
proactively using their sleep technology.
• Just over one-third (35%) of Wearable Users say they use the sleep related functions of
their multi-function wearable device most nights.
• Only 31% of Users of “Active” Sleep Tech say they use smart home technology that
helps create a better sleep environment most nights.
• Less than one-quarter of Users of “Active” Sleep Tech say they use smartphone sleep
apps.
Figure 28: Sleep Facilitating Activities
% Most Nights or Every Night, ranked by Overall
Sleep Tech
User
NonUser
15%
5%
23%
2%
23%
18%
1%
1%
11%
9%
1%
1%
Wear earplugs or sleep mask
Use smart home technology that helps to create a better sleep
environment (smart shades, home thermostats, air quality sensors, etc.)
Use the sleep related capabilities of a multi-function wearable device
such as Fitbit, Misfit or Jawbone
Use smartphone sleep apps such as Sleep Cycle or Sleep Genius
Use sleep inducing or sleep improving guided meditation apps such as
Buddhify, Calm or Omvana
Use sleep technology such as Beddit, Hello Sense, or Withings Aura
Base: 1,029 US Adults
A7B: How frequently do you do any of the following to help monitor and/or manage your sleep?
Figure 29: Sleep Facilitating Activities
% Most Nights or Every Night,
Wearable
ranked by Overall
Users
Wear earplugs or sleep mask
Use smart home technology that
helps to create a better sleep
environment (smart shades, home
thermostats, air quality sensors,
etc.)
Use the sleep related capabilities
of a multi-function wearable device
such as Fitbit, Misfit or Jawbone
Use smartphone sleep apps such
as Sleep Cycle or Sleep Genius
Use sleep inducing or sleep
improving guided meditation apps
such as Buddhify, Calm or
Omvana
Use sleep technology such as
Beddit, Hello Sense, or Withings
Aura
Users, But
Not
Wearables
Use
"Active"
Sleep Tech
Only Use
"Tracking"
Sleep Tech
17%
13%
15%
15%
25%
22%
31%
15%
35%
10%
18%
29%
25%
10%
24%
12%
12%
10%
13%
9%
13%
5%
10%
9%
Base: 1,029 US Adults
A7B: How frequently do you do any of the following to help monitor and/or manage your sleep?
25
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
IV. Sleep Technology
Almost one-third of respondents (29%) say they are not at all aware of sleep technology. While
two-thirds of Sleep Tech Users (68%) say they are somewhat or very aware of sleep technology,
there is a portion of the audience that while they say they own and use it, do not feel very familiar
with it.
Figure 30: Awareness of Sleep Tech
Base: 1,029 US Adults
B1: How aware would you say you are of technologies that help people sleep?
Figure 31: Available Information on Sleep Technology
Base: 1,029 US Adults
26
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
B3: How much have you seen or heard about technologies that help people sleep?
Of the 22% who say they use sleep technology, usage and ownership is highest for the FitBit,
Smartphone apps such as Sleep Cycle or Sleep Genius and the Apple Watch.
Figure 32: Sleep Technology Use
Overall
FitBit
Smartphone apps such as Sleep Cycle or Sleep Genius
Apple Watch
Good Night LED Light Bulb
Sleep improving guided meditation apps such as Buddhify, Calm or
Omvana
Jawbone Up
NightWave
Beddit
Misfit
Hello Sense
Withings Activite or Pulse
Basis Science Smart Watch
Withings Aura
Other
None of the above
8%
6%
5%
3%
3%
Sleep Tech
Users
38%
25%
21%
16%
15%
2%
2%
1%
1%
1%
1%
0%
0%
4%
78%
10%
10%
6%
4%
2%
2%
2%
2%
17%
0%
Base: 1,029 US Adults
B5: Which of the following technologies do you own and use for sleep purposes?
Among Sleep Tech Users, satisfaction is high overall with 59% saying they are very or somewhat
satisfied with their device for sleep monitoring capabilities. However, 31% say they are neither
satisfied nor dissatisfied, indicating there is room for growth. There was no significant difference
in satisfaction levels by tech user types.
Figure 33: Sleep Technology Satisfaction
Base: 218 Sleep Tech Users
B6: How satisfied are you with your device for sleep monitoring capabilities?
27
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Users of Non-Wearable Tech (50%) and “Active” Sleep Tech (50%) are more likely to say they
would be extremely or very likely to recommend their sleep technology to others.
Figure 34: Likely to Recommend Sleep Technology
Base: 218 Sleep Tech Users
D2: How likely are you to recommend to others to purchase the same sleep tech you own?
Users of Non-Wearable Tech (64%) and “Active” Sleep Tech (66%) are more likely than others to
say their technology has improved their quality of sleep somewhat or a great deal.
Figure 35: Sleep Technology Sleep Quality
Base: 218 Sleep Tech Users
B7: How much do you feel the technology has improved the quality of your sleep?
28
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Users of “Active” Sleep Tech (56%) are more likely to say they have benefited somewhat or a
great deal from monitoring their sleep patterns.
Figure 36: Sleep Technology Benefit
Base: 218 Sleep Tech Users
B7b: In general, how much do you feel you have benefitted from actively monitoring your sleep patterns?
29
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Figure 37: Awareness of Sleep Related Functions
Sleep Tech Users
Monitors sleep patterns
White noise/sound
Helps me fall asleep
Changes the light
Helps me breathe
Alarm
Helps me sleep (general)
Blocks sound
Other
Don’t know
26%
20%
7%
6%
5%
4%
4%
2%
8%
23%
Base: 218 Sleep Tech Users
B8: What are the sleep-related functions of your device as they relate to sleep? OPEN END
Overall, 60% of Sleep Tech Users feel their sleep technology has made them more aware of their
sleep patterns. Users of “Active” Sleep Tech are more likely to feel that they sleep better knowing
their technology is helping them (60% vs. 42%) or that they feel healthier because of their sleep
technology (58% vs. 41%)
Figure 38: Sleep Technology Perceptions (Strongly/Somewhat Agree)
% Strongly or Somewhat
Sleep
Wearable Users, But
Use
Agree, ranked by Sleep
Tech
Users
Not
"Active"
Tech Users
Users
Wearables
Sleep
Tech
My sleep technology has
made me more aware of my
60%
68%
52%
63%
sleep patterns
I sleep better knowing that my
51%
48%
55%
60%
technology is helping me
I feel healthier because of my
49%
44%
55%
58%
sleep technology
My wearable technology isn’t
very comfortable for me while
39%
39%
-32%
I’m sleeping
Only Use
"Tracking"
Sleep Tech
57%
42%
41%
43%
Base: 218 Sleep Tech Users
B9: Please indicate how strongly you agree or disagree with each of the following statements about sleep
technology.
30
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Almost one-third of Wearable Users (29%) say they purchased their technology in the past 3
months.
Figure 39: Timing of Most Recent Sleep Technology Purchase
Sleep
Wearable Users, But
Tech
Users
Not
Users
Wearables
In the past month
In the past 2-3 months
In the past 4-6 months
In the past 7-12 months
More than a year ago
Don’t remember
8%
14%
28%
16%
15%
19%
8%
21%
33%
19%
7%
10%
7%
5%
22%
11%
25%
29%
Use
"Active"
Sleep
Tech
6%
15%
34%
11%
14%
20%
Only Use
"Tracking"
Sleep Tech
10%
12%
22%
20%
17%
18%
Base: 218 Sleep Tech Users
C1: When did you last purchase your sleep tech?
Over half of Sleep Tech Users (56%) say they use sleep technology to improve sleep. Only 46%
of Wearable Users say they use it to improve sleep, comapared to 68% of other Users. Wearable
Users are just as likely (46%) to say they use it for their overall health. Almost two-thirds (61%) of
Users of “Active” Sleep Tech say they use it to improve their sleep compared to Users of Only
“Tracking” Tech.
Figure 40: Reasons Owners Use Sleep Technology
Sleep
Wearable
Tech
Users
Users
Improve sleep
Overall health
Manage sleep irregularities
Curiosity
Recommendation from
healthcare professional
Recommendation/request of
partner, friend and/or family
member
Other, please specify
Users, But
Not
Wearables
56%
42%
31%
25%
46%
46%
29%
29%
68%
38%
33%
20%
Use
"Active"
Sleep
Tech
61%
45%
31%
22%
Only Use
"Tracking"
Sleep Tech
18%
16%
21%
20%
16%
14%
14%
15%
16%
13%
3%
2%
3%
1%
4%
52%
39%
31%
27%
Base: 218 Sleep Tech Users
D1: For which of the following reasons do you use sleep technology? Please select all that apply.
31
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Among Sleep Tech Users, 46% say that online reviews is where they go to learn about sleep
technology, and 41% say it is a friend, family member or a colleague. For Non-Users, the
healthcare professional is the most trusted source of information.
Figure 41: Sources of Sleep Technology Information
Base: 1,029 US Adults
C4: Where do you go to learn about sleep technology? Please select all that apply.
32
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Figure 42: Most Trusted Source of Sleep Technology Information
Base: 1,029 US Adults
C5: Who do you trust most for information about sleep technology?
33
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Among Sleep Tech Users, 23% say they purchased their sleep technology at a physical mass
merchant store and 22% say they purchased it online.
Figure 43: Sleep Technology Purchase Location
Base: 218 Sleep Tech Purchasers
C3: Where did you last purchase your sleep tech?
34
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
V. Future Outlook for Sleep Technology
Among Non-Users, those who currently are attaining less than 6 hours of sleep a night are the
most likely to be interested in learning more (66%) and likely to purchase (43%).
Figure 44: Interest in Learning About Sleep Tech
Base: 811 US Adults
B11: Please indicate how interested you are in learning more about sleep technology.
Figure 45: Sleep Tech Purchase Intent
Base: 811 US Adults
B12: How likely are you to purchase sleep technology in the next 12 months?
35
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Sleep Technology Purchase Intent
Overall, price and comfort are the biggest barriers to adoption for Non-Users, followed by need.
48% of Non-Users feel that sleep technology is too expensive and 45% don’t think sleep
technology looks very comfortable to wear at night.
• Among Non-Users that get less than 6 hours of sleep per night, 32% think sleep
technology would help them be healthier.
Figure 46: Perceptions of Sleep Technology Among Non-Users
Base: 811 Non-Users
B10: Please indicate how strongly you agree or disagree with each of the following statements about sleep
technology.
Figure 47: Perceptions of Sleep Technology Among Non-Users
% Strongly or Somewhat Agree, ranked by
<6 Hours Sleep
Non-Users
Sleep technology is too expensive
49%
I don’t think sleep technology looks very
46%
comfortable to wear at night
I don’t have a sleep problem, so sleep
10%
technology wouldn’t help me much
I think sleep technology would help me be
32%
healthier
I think sleep technology is a fad
25%
6-8 Hours
Sleep
47%
9+ Hours
Sleep
47%
44%
41%
49%
51%
25%
23%
27%
21%
Base: 811 Non-Users
B10: Please indicate how strongly you agree or disagree with each of the following statements about sleep
technology.
36
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Overall, comfort, reliability and price are the most important attributes for sleep technology. For
Sleep Tech Users, reliability is the most important.
Figure 48: Attribute Importance for Sleep Technology (Extremely/Very Important)
% Extremely or Very Important
Overall
Sleep Tech Users
Non-Users
Comfort
Reliability
Price
Usability
Durability
Location of device when sleeping
Recommendation from a healthcare
professional
Product reviews (e.g., Consumer
Reports)'
Accuracy of sleep metrics tracked
Size
Ability to derive actionable results from
sleep data captured
Recommendations from friends, family,
colleagues'
Types of sleep metrics
Past experience with the
manufacturer/brand
Display interface
Number of different sleep metrics
tracked
Ability to use device for non-fitness
purposes
Cellular data capability (live updates)
Stylishness or design
Color
Celebrity endorsement
74%
74%
73%
68%
68%
59%
73%
82%
70%
76%
76%
70%
74%
71%
74%
66%
66%
56%
57%
57%
57%
55%
63%
52%
53%
52%
66%
58%
49%
50%
50%
56%
49%
42%
54%
39%
40%
53%
37%
38%
53%
34%
38%
52%
34%
38%
52%
34%
36%
51%
32%
32%
24%
17%
10%
51%
45%
38%
28%
27%
19%
11%
5%
Base: 1,029 US Adults
C3b: How important are each of the following when deciding what sleep tech to purchase?
37
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Overall, Sleep Tech Users are most satisfied with their sleep tech’s usability, reliability, comfort
and durability. Wearable Users are more satisfied on display interface (72% vs. 58%) and battery
life (68% vs. 53%) than others.
Figure 49: Performance of Sleep Technology on Key Attributes (Very/Somewhat
Satisfied)
% Very or Somewhat Satisfied
Sleep Tech
Wearable
Users, But Not
Users
Users
Wearables
Usability
73%
75%
71%
Reliability
72%
70%
75%
Comfort
Durability
Location of device when sleeping
Price
Size
Display interface
Battery life
Stylishness or design
Ability to use device for non-fitness
purposes
Color
Number of different sleep metrics
tracked
Types of sleep metrics
Cellular data capability (live updates)
Accuracy of sleep metrics tracked
Ability to derive actionable results from
sleep data captured
71%
71%
69%
69%
67%
66%
61%
58%
72%
72%
69%
69%
65%
72%
68%
66%
71%
70%
69%
68%
70%
58%
53%
49%
58%
64%
51%
58%
66%
48%
57%
65%
48%
56%
55%
55%
63%
61%
60%
49%
49%
50%
53%
64%
40%
Base: 218 Sleep Tech Users
D3: Please indicate how satisfied you are with each of the following features of your sleep technology.
38
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org
Conclusions
All in all, the potential market for sleep technology is fairly strong. Consumers are satisfied with
their sleep technology. Roughly two in three Sleep Tech Users are satisfied with their current
tech. Additionally, these consumers are satisfied with the attributes they believe are most
important: reliability, usability and durability.
Not just a fad, consumers feel that their sleep technology is beneficial to them. Six in 10 agree
that their sleep technology has made them more aware of their sleep patterns. Over half (51%)
say they sleep better knowing that their technology is helping them, while 49% agree that they
feel healthier because of their sleep technology.
There is an opportunity for NSF and CEA to help educate non-users on the potential benefits of
sleep technology for all consumers. For consumers who are not using sleep technology, only
27% feel that sleep technology would help them be healthier, yet only 26% of them think sleep
technology is just a fad.
Current sleep technology users are more likely to respond to recommendations from friends and
family as well as information they research on the Internet, those non-users who tend to be more
Mid and Late Adopters will respond more positively to recommendations from their healthcare
providers. So educational or awareness campaigns should seek to engage the healthcare
community with strong evidentiary research that would persuade them to become stronger
advocates for sleep technology.
39
© 2015 Consumer Electronics Association (CEA®). All rights reserved. research.CE.org