Every so often we get a glimpse into why different sets of people are interested in buying wearable tech. And renting it.
Lumoid, which launched in 2015, lets you rent wearables, an Apple Watch say or a 'kit' of smartwatches to compare for a week, to try before you buy and has been surveying its users about what they are looking for.
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The headline finding is that over 72% of millennial women were looking for a tracker solely to monitor their sleep, citing things like feeling tired in the morning and wanting to know more about their sleep patterns.
Older women tended to say they are more keen on fitness tracking features like step counting, heart rate and setting goals. But many companies, like Fossil Group, which offers sleep tracking on all its hybrids, make no secret that they see their success in wearable tech relying on sales to millennials.
Male customers of Lumoid, meanwhile, reported that they were more interested in smartwatches than fitness trackers and were more likely to say that both smartphone notifications and stand/breathing posture guidance and vibrations throughout the day were an important function.
Take the results for what they are - Lumoid doesn't give the stats as to how many customers it has surveyed to date. Still, it helps to build up a picture of where we might see big sales and real benefits to users in future. Fitbit, which is also targeting women, is focusing more and more on sleep; there are interesting startups like Circadia coming up, while Apple also acquired sleep startup Beddit last year.