‘Sleep is the new status symbol’
NEW YORK — Pillows that track your snoozing patterns? A bed that adjusts based on how much you twist and turn? Companies are adding more technology into their products, hoping to lure customers craving a better night’s sleep.
Some specialized businesses are making gadgets that promise to measure and improve the quality of slumber, while mass-market retailers like Best Buy are offering simpler ideas like the effect different lighting can have on falling sleep. But with ever-growing options, people may find items that are getting more sophisticated — but may still not be accurate.
The interest in sleep has intensified. The number of sleep centres accredited by the American Academy of Sleep Medicine nearly tripled from 2000 to 2015, the group says. People are more likely to brag about how much they spent for a mattress than on their clothes, says Marian Salzman, CEO of Havas PR North America.
“Sleep is the new status symbol,” she says.
It’s a big business. One of the more expensive products is Sleep Number’s 360 Smart Bed, which runs from $3,449 to $4,999. It makes adjustments based on how restless people are while they’re sleeping. The Zeeq pillow, which sells for $299 and is from bedding brand REM-Fit, monitors snoring and can gently vibrate to nudge someone into a different sleep position.
“I’m willing to spend more on sleep technology because it will hopefully help me fall asleep quicker, stay asleep longer and be more rested when I wake up,” says Frank Ribitch, a self-described gadget junkie from Martinez, Calif., who tracks his sleep with apps connected to a Sleep Number bed and the Zeeq pillow.
Insufficient sleep is a public health concern, federal officials say, with more than one-third of American adults not getting enough on a regular basis. That can contribute to problems like obesity and diabetes. And a study published by the Rand Corp. put the financial loss to U.S. companies at up to $411 billion a year.
Finding solutions could be a lucrative enterprise. Earlier this year Apple bought Finland-based Beddit, which was making an app and sleep monitoring device that’s placed under the sheet. The $150 sensor begins tracking when a person lies down, and analyzes data such as the portion of time someone is in bed asleep before waking up. It also monitors heart rate, temperature, movement — and even snoring.
“Previously, it was about the sleeping pill and people didn’t want to talk about sleep apnea,” Lasse Leppakorpi, co-founder and now former CEO of Beddit, said before Apple bought the company. “Snoring is embarrassing. But this has been untapped opportunity.”
At the Stanford Sleep Medicine Center, neurologist and medical director Clete A. Kushida tests new therapies and medications. Over the past two years, the analysis has expanded to wearable devices. The scientists assess how well the devices match the centre’s own studies, which use measures such as heart rate and brain wave activity to determine the length and the stages of sleep.
Kushida’s conclusion? “Consumer wearable devices are not there in accurately detecting the stages of sleep,” he said. The problem: They focus on motion, which can be deceptive since a person could be lying in bed awake.
Sleep Number store manager Lee Pulliam demonstrates how the company’s sleep technology tracks your sleeping patterns.