Smart glasses are attracting major attention from some social platforms, but privacy concerns and uncertain consumer demand stand in the way of mainstream adoption. Marketers should focus on organic opportunities and adapt existing strategies as the technology evolves.

Key Question: Why are Meta and Snap investing in smart glasses—and how can marketers best use this technology?

Key Stat: By the end of this decade, only 5.1% of the US population will use smart glasses, according to our forecast.