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A challenging market: We forecast the smart wearables market to grow 4.1% YoY in 2027, down from 6.0% YoY in 2024. As new generative AI (genAI) form factors proliferate, consumers looking for the next big thing could give the genre a boost. Google already tried the smart glasses route with Google Glass, a product it discontinued support for in 2023. The cost鈥�$1,500鈥攎ade them a hard sell.

Internet users in Latin America also sharply increased their ownership of TV streaming sticks/devices (a 9.8% gain) and smartwatches (a 9.7% gain). Latin America in Perspective. Latin America鈥檚 consumers are highly engaged with both digital and traditional media.

In addition, Norway was second in the region in smartwatch ownership. Norway also made a strong debut in time-spent metrics. It was first in Western Europe in online TV/streaming and print press and second in music streaming and podcasts鈥攁 finding that lines up with its top finish in music/audio streaming.

They鈥檙e the sandwich generation when it comes to their use of wearables and health apps, too. Some 36.2% own a wearable that tracks or monitors their health, per our survey. And 62.1% have used a mobile health app for the same purpose or for fitness or wellness in the past year. Those adoption rates are significantly lower than younger generations, yet higher than baby boomers.

Smart devices in Indonesia are making the mainstream. Since H1 2019, smart TV penetration has climbed from 21.6% to 35.3%, while smartwatches jumped from 9.7% to 15.5% of respondents. PC/laptop/tablet time in Indonesia dropped 30.1% in the past two years. The ability to access the internet via mobile devices, which accounted for 4:46 in H1 2023, has led to the disposability of desktop-like devices.

Active listening: CMG鈥檚 controversial ad tech proposal taps into a long-held fear among consumers that smart devices are listening to them without consent. Before its removal, CMG鈥檚 website even cited the Netflix sci-fi/horror show 鈥淏lack Mirror鈥� in a surprisingly tone-deaf blurb.

Apple鈥檚 opportunities: Apple dominates both the global and US smartwatch markets. iPhone users are primarily driving this growth. That鈥檚 a dedicated market that may be willing to upgrade their device, given the right feature incentives. We estimate that 33.9% (28.4 million adults) of the US wearables market have an Apple Watch in 2023, which will grow to 35.4% (33.4 million) in 2026.

TV viewing and social media remain on top, while smartwatch ownership grows. Watching broadcast TV is the most popular activity (excluding device usage, such as time spent with mobile, PC, etc.). Central and Eastern Europe spends an average of 2:14 per day watching broadcast TV.

Fitness trackers were the first big wearables more than a decade ago, but this year, smartwatches like the Citizen CZ Smart searched for signs of stress with the help of IBM Watson. Others, such the Evie ring, Oxa Life shirt and bra, and the Nowatch smartwatch all tracked stress levels along with other biomarkers.

Wearable owners were also evenly divided between the two sentiments, with 49% on one side and 48% on the other. Digital health players aren鈥檛 out of the woods, though. The Federal Trade Commission (FTC) recently delivered a warning shot to industry players when it charged GoodRx with violating the Health Breach Notification Rule.

It鈥檚 a relative laggard in TV viewing and video and audio streaming, but it鈥檚 a hotbed for newer digital technologies like smartwatches and smart home products. Central and Eastern Europe is now in last place for on-demand/streaming services adoption worldwide. Despite this, the region is only second to last in time spent with online TV/streaming with a 5 minute increase since H1 2022.

Hampered by unclear monetization strategy and rising costs, Apple鈥檚 AI push faces steep adoption barriers.

Google dominates multiple markets: Google鈥檚 assets include YouTube, Android, Nest, Fitbit, Waze, and Waymo. And that list doesn鈥檛 even extend to Google-branded products like Gmail, Chrome, Search, Ads, Google Play, and Maps. Google Search and Ad products are so intertwined that it would be next to impossible to separate the two.

The bottom line: While mcommerce stands to benefit the most from Apple integrating ReaLM into its product ecosystem, it could also spark commerce via other smart devices like glasses or speakers. However, it could take some time for AI to mature enough to be useful across other smart devices, and even longer to gain traction among consumers. This was originally featured in the Retail Daily newsletter.

These consumers are relying on more fluid connections for their fitness routines, further enmeshing them with ecosystems by Apple, Google, Samsung, and other large tech companies that dominate the wearable and phone-based fitness market.

Taiwan鈥檚 Industrial Technology Research Institute showed off sports and fitness technologies. iSportWeaR is a wearable device that provides health analysis during exercise. Digital Twin for Sport Guidance with Vital Sign Sensing is a virtual coach for indoor bike and flywheel training.

While Gen Z edges them out by less than a percentage point in the health and wellness app category, millennials are more likely than any other generation to rely on telehealth or a wearable digital health accessory. Millennials are the largest population on WhatsApp. They make up 36.4% of platform users in the US, while Gen Z and Gen X both hover around 23%.

They're the highest users of wearable devices that track and monitor health, like your Apple Watch or what have you, Fitbit. So more millennials than any other generation use wearables.

The segment is small in the US, but ripe for growth:. 1 in 5 smartwatch users now make payments with those devices, according to our estimates.

I would introduce a wearable. I think the wearable is where the fitness world is going and Peloton needs to, I think, re-center their flywheel and maybe it's not going to be around the bike, maybe it's around the app. Which seems to be a more dynamic part of the subscription and people like to exercise in a multitude of ways.

Over-the-counter pills and potions were the focal point of the 1998 guidelines, but the updated document focuses on all 鈥渉ealth-related products,鈥� which extends to food, wearables, and even apps.

But for laptops, gaming consoles, tablets, and smartwatches, children are more likely to have access to the devices than adults. Beyond the chart:. 65% of parents of Gen Alpha think tech positively impacts their child, according to data from Razorfish. 86% of US Gen Alphas would like their favorite brands to teach them something about their interests, per Razorfish.

For Samsung, 100 smartphone shipments lead to fewer than 11 tablets, six smartwatches, and six wireless earbud pairs sold. Building the ad business: Apple鈥檚 continued success with Gen Z can only bode well for its advertising ambitions, giving the company a better understanding of an important demographic that many advertisers are keen to reach.

Beyond the chart: According to our 2022 Smart Home Device Forecast, smart device adoption will grow to reach 49.0% of total US households by 2026, driven by already-smart households ramping up their ecosystems to include lighting, thermostats, and more security.