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Ownership of wearable technology lagged in Indonesia. For both smart wristbands (5.3%) and smartwatches (16.0%), the country ranked last in the region. Malaysia. Malaysia鈥檚 desktop/laptop/tablet usage (3:39 daily) led the region. Mobile device usage was higher at 4:40. This places Malaysia at No. 3 in the region, 27 minutes above the regional average.

The largest YoY change was a 3.6-percentage-point increase in smartwatch ownership. This growth brought smartwatch adoption to 31.1%, surpassing the regional average of 28.1% and indicating increasing interest in wearable technology. Portugal demonstrated the second-highest social media usage rate in Western Europe, with 99.2% of respondents on social media platforms.

This was driven by the convenience of access via smartphones and smart devices, the growing popularity and availability of podcasts and audiobooks, and the digitization of AM/FM radio. Growth is expected to continue through 2028, albeit at a slower pace. Adoption of ad-free digital audio is growing steadily among listeners under 35.

Smartwatches, another wearable technology, had a 26.1% penetration rate, up 2.8 percentage points YoY. VR headset ownership was still niche at 4.7%, a decline of 0.9 percentage points YoY. This put China at No. 21 out of 49 countries globally for VR adoption. Smartphone ownership in China was nearly universal at 97.4% (ranking No. 23 among GMI countries).

Ownership of wearable technology in Japan ranked last globally. This was the case for smart wristbands (2.9%) and smartwatches (11.9%). Game console ownership in Japan ranked in the middle of the pack (No. 23) globally. The country鈥檚 unusually high ranking is likely due to the presence of powerhouse domestic manufacturers, including Nintendo and Sony. South Korea. Time Spent With Media.

AI might also allow for new ad formats in cars, CTV, and wearables. The overall impact will probably boost digital ad spending, but it will reshuffle where it goes. Recommendations for advertisers. Audit ad performance as platforms increase ad loads.

Only 28% of consumers have bought or plan to buy a wearable, and just 27% are considering video game consoles. The interest in buying phones and computers now is unsurprising, considering that major companies like Apple, Google, Huawei, and Xiaomi manufacture or source those items from China.

This report highlights key trends at a global level, including time spent figures that show a state of global 鈥減eak media,鈥� increased smart TV ownership, Gen Z鈥檚 embrace of influencer content, and smart device ownership. Key Question: How do consumer habits and media consumption patterns compare around the world?

The potential of AI-driven visual interactions: Cameras on smartphones and wearable devices can make AI more context- and location-aware and can drive interactions, user engagement, and subscriptions. Apple is reportedly considering adding cameras and visual intelligence features to its wearables, per Bloomberg. But given Apple鈥檚 recent AI shortcomings, these features could be at least a year away.

In 2025, adults will spend 45 minutes online per day with connected car systems, smartwatches, smart speakers, smart appliances, and other ancillary devices. The category鈥檚 continued growth creates a challenge for marketers: Many of these devices are suboptimal for advertising. Digital time spent with CTV will overtake traditional time with TV this year.

Privacy and trust: Microsoft faced trust issues last year, notably with its ill-received Recall activity tracker. With these advanced abilities, the company is trying to emphasize user control. Microsoft said that users can decide which types of information Copilot remembers or opt out of the memory feature entirely. Copilot doesn鈥檛 use chat data or prompts for AI training.

The topline findings across all age groups:. 66% are willing to share medical data with a clinician. 58% have used virtual care in the past year. 54% track at least one health metric digitally. 53% own a wearable or connected health device.

Smartwatch ownership was lowest in Latin America, the only category where the region lags. Some 22.7% of respondents own a smartwatch, 9 percentage points behind the global leader, North America. Brazil. Time Spent With Media. Daily time spent with mobile devices in Brazil (5:11) was among the highest globally.

The news: The popular physical fitness goal of 10,000 steps per day may be getting an overhaul with new research that found 7,000 steps per day offers significant health benefits and lowers risk of serious disease. The takeaway: Health and fitness marketers can use the new 7,000-step results as a motivator. Key in on the lowered goal in marketing messages鈥�7,000 is the new 10,000鈥攁nd use non-judgemental and friendly language. Tap influencers to spread the word that the more achievable goal means much better health.

The news: ByteDance is working on lightweight mixed-reality goggles that could directly challenge Meta鈥檚 products, per The Information. Our take: If ByteDance can leverage its content ecosystem, creator network, and powerful algorithm, it could carve out a foothold with younger, social media鈥搒avvy users. Brands could sponsor AR lenses and place products within digital overlays to turn everyday activities into shoppable moments.

This includes OTC supplements, medications, and wearable devices with advanced health-tracking capabilities. Using CGMs to track blood sugar has also become a popular trend among wellness enthusiasts, per an August 2024 Business Insider article.

The bigger picture: Google Wallet previously added tap to pay support for its kid-focused Fitbit Ace LTE through partnerships with Greenlight and Acorns. And it鈥檚 not the only mobile wallet to launch kid- and teen-oriented payment features. Apple Cash Family lets parents load money into their children鈥檚 accounts and limit who they can send money to. Apple Card also has a family feature.