Wearable Device Awareness Over 50 Percent
U.S. Consumers are taking notice of the growing wearable technology market, with 52 percent saying they've heard of wearable technology devices such as smart glasses, smart watches, and wearable fitness tracking devices, according to the NPD Group's new Wearable Technology Study. Among those aware of the devices, one-in-three say they are likely to buy one of them.
Wearable fitness devices, like the Fitbit and Jawbone UP, have the highest level of awareness among consumers. One in three consumers say they have heard of wearable fitness trackers, and among those consumers 28 percent say they are likely to buy a device, according to the study. Among likely buyers, counting calories (50 percent) and tracking the number of steps taken in a day (32 percent) are the most sought after features. Just 6 percent say they would be interested in sharing their fitness data on a social network. Demographically, women (58 percent) outnumber men among prospective buyers.
"According to The NPD Group's Retail Tracking Service, the digital fitness category has grown to over $330 million," said Ben Arnold, executive director, industry analyst for the NPD Group. "The market is now large enough to accommodate a variety of products aimed at all levels of athlete -- from serious performance-minded consumers to hobbyists --a sure sign of maturity."