Despite some high-profile releases, nothing so far has convinced mainstream consumers to embrace the benefits of wearable tech. And yet Snap Inc, the umbrella brand that owns Snapchat, has become the next company to bet big on smart glasses.
Spectacles, that had marked the formation of Snap and the company’s foray into hardware, is specifically pitched as a fun, affordable and stylish way to capture some cool video content, and it’s here where Snap is absolutely on-trend. Although its user-base is beginning to get older as non-Millennials embrace it for the first time, its key demographic is still very young. They’re the smartphone generation and, according to Global Web Index research, it’s now over two thirds of Millennials who are uploading videos each month. Essentially, Snap’s Spectacles are responding to current trends and behaviors, whereas something like Google Glass before it was trying to create new ones.
Snap is probably better positioned to re-energize the wearable revolution than any name before it, boasting the right demographic, the right user-case and the right price-point. And even if it doesn’t achieve widespread success straight away, future versions could well tap into the popularity of augmented reality and, at the very least, this is a clear sign of the direction in which Snapchat wants to head. By pushing itself more into the camera and video area, Snap has territory which it could make its own and which is very much in line with how consumer behaviors are evolving.