Usage Report - September 2023

As seen in our Fall 2023 Wearables Ownership Report, smartwatches have achieved 42 percent adoption among US consumers, which is 3 percentage points higher than six months prior, despite a decline in year-over-year sales. Activity tracker ownership is lower – 31% - and beginning to decline, with over one-third of tracker owners planning to upgrade to a smartwatch in the next six months

Profile Report

The Wearables Profile Report provides a side-by-side view of different consumer profiles, offering an easy way to view differences among the consumer base. The report leverages the same data as the Ownership and Usage reports. 

New for this version of the report is a drop down menu of “shopping habits” which allows you to view ownership based on the types of stores that consumers frequent.

Ownership Report - September 2023

The current economic environment continues to put pressure on the wearables market, which is seeing slower sales than in previous years. Indeed, the past three quarters (Q4 2022 onwards) are all significantly below sales in the same period one year ago for smartwatches. And we expect Q3 also struggle compared to the previous year. But while sales are lower, we have still seen more than 10 million new smartwatches enter the US consumer market and this has driven the smartwatch ownership number up by 3.5% points. As a result, 42% of US consumers now wear a smartwatch.