In healthcare and fitness, wearable technologies have made a significant amount of contribution in ensuring consumer well-being. This has been done through the provision of accurate and real time physiological measurements such as heart rate, temperature, running pace and other parameters, vital in enabling users track their health conditions. Hence, this study investigates the awareness and adoption of wearable technology amongst Gen-Z in selected fitness centers in Lagos, State. This study was anchored on the Generational Cohort Theory and the Technology Acceptance Model. The Focus Group research method was adopted and the researcher used the purposive sampling technique to select the fitness centers chosen for this study. The purposive sampling technique was also adopted to select a total number of 32 Gen-Z participants sampled for this study. Findings from this study revealed that although a significant proportion of the Gen-Z population are aware of wearable technology, there is a minimal adoption of these wearable technologies amongst Gen-Z subscribers in fitness centers in Lagos State, Nigeria. Findings also revealed that perceived usefulness, lack of advertisements and consumer innovativeness are factors responsible for the adoption and non-adoption of wearable technologies amongst Gen-Z in Lagos State, Nigeria. The paper recommends consistent adoption of wearable technologies amongst Gen-Z because of its health and fitness benefits. The researcher also recommends that producers and marketers of wearable technologies should tailor their advertisements to communicate the health and fitness benefits of wearable technologies as this would encourage adoption.
Keywords: Gen-Z, generational cohort theory, wearable technology
