Wearables 2017: The Wrist-Worn Revolution Fails to Materialize - eMarketer
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Wearables 2017: The Wrist-Worn Revolution Fails to Materialize

eMarketer Report

By: eMarketer

Published: March 16, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The typical US consumer walks around with a powerful computer in a pocket or purse. Slightly less powerful computers worn on the body still don’t have a compelling use case for most consumers. eMarketer estimates that just under 16% of US adults regularly used a wearable device in 2016.

  • More than 44 million adults in the US will use a wearable device at least once per month in 2017, eMarketer estimates, an increase of 12.6% over last year.
  • eMarketer has significantly revised its estimates of wearable usage downward for the entire forecast period, due to the Apple Watch’s failure to generate mass appeal. By 2020, only around one in five US adults—54.9 million—will use a wearable device on a monthly basis.
  • Fitness bands and health trackers, rather than smart watches, continue to be the leading wearables in use in the US.
  • Marketers are interested in innovative wearables-based campaigns as well as basic notifications, but don’t see the technology in place yet to unlock wearables’ full potential for brands.

"The US wearable device audience grew by nearly 25% in 2016, but that represented a significant downgrade to earlier expectations. The Apple Watch has not revolutionized the wearables market, and users continue to focus more on fitness bands and health trackers rather than more sophisticated smart watches."

Table of Contents

Sizing the Wearables Market

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Consumers Are Not Convinced

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Marketing with Wearables

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22 charts are included in the full report:

Wearables 2017: The Wrist-Worn Revolution Fails to Materialize

US Adult Wearable Users and Penetration, 2015-2020 (millions, % change and % of population)

Sizing the Wearables Market

US Adult Wearable Users and Penetration, 2015-2020 (millions, % change and % of population)

US Adult Wearable User Penetration, by Age, 2017 & 2020 (% of internet users)

US Adult Wearable User Share, by Age, 2017 & 2020 (% of total)

US Adult Wearable User Share, by Gender, 2017 & 2020 (% of total)

Who Wears What?

Mobile Devices Owned by US Internet Users, 2014-2016 (% of respondents)

Device Shipments Around the World

Comparative Estimates: Wearable Device Shipments Worldwide, 2015-2021 (millions)

Wearable Device Shipments Worldwide, by Type, 2015, 2016 & 2020 (millions)

Wearable Device Shipments Worldwide, by Type, 2016 & 2020

Wearable Device Shipments Worldwide, by Type, 2015-2017 (millions of units)

Smart Watch Shipments Worldwide, 2013-2017 (millions)

Wearable Device Shipment Share Worldwide, by Brand, Q3 2015-Q3 2016 (% of total)

Smart Watch Shipment Share Worldwide, by Brand, Q2 2015-Q3 2016 (% of total)

Smart Watch Shipments Worldwide, by OS, 2016 & 2020 (millions, % of total and CAGR)

Consumers Are Not Convinced

Likelihood that US Internet Users Will Purchase Wearable Devices*, Oct 2016 (% of respondents)

Wearable Device Brand that US Internet Users Are Likely to Purchase First, Nov 2016 (% of respondents)

Amount that Internet Users in North America Would Be Willing to Spend on a Smart Watch, by Gender, July 2016 (% of respondents in each group)

Interest in Smart/Interactive Clothing Among US Internet Users, Aug 2016 (% of respondents)

Desired Features

Factors that Are Most Important in a Smart Watch According to Internet Users in North America, July 2016 (% of respondents)

Important Wearable Device Features According to US Internet Users, Nov 2016 (% of respondents)

Usage—and Abandonment

Frequency with Which US Wearable Device Owners Use Their Wearable Devices, Aug 2016 (% of respondents)

Marketing with Wearables

Expected Role of Select Technologies According to US B2C Marketers, Sep 2016 (% of respondents)