Wearables 2023

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

Report by Yoram Wurmser  | Feb 24, 2023
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Executive Summary
The smart wearables market is growing older.
Smart wearables lag other connected devices in users.
Hearables outnumber smart wearables.
Smart wearable users gravitate toward smartwatches.
Apple dominates wearables.
Google takes aim at Apple Watch.
Fitness remains the primary use case for wearables.
As AR and VR grow, wearables will diversify.
How can media and marketers capitalize on the changing wearables market?
Sources
Media Gallery
About This Report
More than a quarter of the US population wears a connected device, including a growing number of older consumers who are interested in health and fitness tracking.
Topics
Wearables
United States
Table of Contents
Executive Summary
The smart wearables market is growing older.
Smart wearables lag other connected devices in users.
Hearables outnumber smart wearables.
Smart wearable users gravitate toward smartwatches.
Apple dominates wearables.
Google takes aim at Apple Watch.
Fitness remains the primary use case for wearables.
As AR and VR grow, wearables will diversify.
How can media and marketers capitalize on the changing wearables market?
Sources
Media Gallery

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?

US Smart Wearables Users, 2019-2026 (millions, % change, and % of population)
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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

Charts in This Report

US Smart Wearables Users, 2019-2026 (millions, % change, and % of population)US Smart Wearable Users, by Age, 2019-2025 (% of respondents)
Countries From Which Cross-Border Buyers in Asia-Pacific Have Made Cross-Border Digital Purchases, by Country, Oct 2021 (% of respondents)US Hearable* vs. Smart Wearable** Users, 2022-2026 (millions of users)
US Smart Watch vs. Fitness Band Users, 2019-2026 (millions of users)US Apple Watch and AirPod Users, 2020-2026 (% of total smartwatch and hearable users)
US Apple Watch Users, 2020-2026 (millions, % change, and % of adult wearables)US Adult Connected Fitness Users, 2017-2025 (millions, % change, and % of population)
AR & VR Headset Shipments Worldwide, 2021-2026 (millions)

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Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
The smart wearables market is growing older.
Smart wearables lag other connected devices in users.
Hearables outnumber smart wearables.
Smart wearable users gravitate toward smartwatches.
Apple dominates wearables.
Google takes aim at Apple Watch.
Fitness remains the primary use case for wearables.
As AR and VR grow, wearables will diversify.
How can media and marketers capitalize on the changing wearables market?
Sources
Media Gallery
About This Report
More than a quarter of the US population wears a connected device, including a growing number of older consumers who are interested in health and fitness tracking.
Topics
Wearables
United States
Table of Contents
Executive Summary
The smart wearables market is growing older.
Smart wearables lag other connected devices in users.
Hearables outnumber smart wearables.
Smart wearable users gravitate toward smartwatches.
Apple dominates wearables.
Google takes aim at Apple Watch.
Fitness remains the primary use case for wearables.
As AR and VR grow, wearables will diversify.
How can media and marketers capitalize on the changing wearables market?
Sources
Media Gallery
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authors

Yoram Wurmser

Contributors

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