Wearables 2023

Apple Dominates, but Google’s Renewed Push Could Open New Media Opportunities

Executive Summary

We continue to don more sophisticated wearables. Although growth in new users has slowed in recent years, Google’s renewed push into the wearables market, long dominated by Apple, may spur innovation and create new opportunities for apps and the marketers using them.

Key Question: How is the smart wearables market evolving, and how can marketers capitalize on the opportunities?

KEY STAT: By 2026, over 100 million wearable devices will connect to the internet in the US.

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Table of Contents

  1. Executive Summary
  2. The smart wearables market is growing older.
  3. Smart wearables lag other connected devices in users.
  4. Hearables outnumber smart wearables.
  1. Smart wearable users gravitate toward smartwatches.
  2. Apple dominates wearables.
  3. Google takes aim at Apple Watch.
  4. Fitness remains the primary use case for wearables.
  1. As AR and VR grow, wearables will diversify.
  2. How can media and marketers capitalize on the changing wearables market?
  3. Sources
  4. Media Gallery

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Yoram Wurmser


Jade Appel
Associate Forecasting Analyst
Chris Keating
Director, Research
Rajiv Leventhal
Analyst, Digital Health
Jessica Lis
Analyst, Technology
Lisa Phillips
Principal Analyst, Digital Health

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