ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Luxury consumers lose faith in the economy

Article |
 Jul 17, 2025

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Article |
 Jul 16, 2025

Why is MMM making a comeback?

Article |
 Jul 16, 2025

Jewelry emerges as luxury’s bright spot

Article |
 Jul 16, 2025

Marketers risk missing AI traffic by ignoring desktop

Article |
 Jul 16, 2025

Google, Anthropic, OpenAI, Meta: We’re losing visibility into AI

Article |
 Jul 16, 2025

Nonessential spending slumps amid tariff price hikes

Article |
 Jul 15, 2025

JIC’s measurement audit shows a sector diversifying beyond Nielsen

Article |
 Jul 15, 2025

Marketers rush to unify social, CTV strategies

Article |
 Jul 15, 2025

AI summaries in Google’s news feed could undercut publisher traffic—again

Article |
 Jul 15, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

US Wearables Forecast 2025

Smart Devices Evolve as AI and Demographic Nuances Reshape the Market

Report by Jacob Bourne  |  Mar 3, 2025
Download
Report
Share
Table of Contents
Executive Summary
Wearables reach a critical mass of consumers
Consumer device preference shifts as wearables market matures
New form factors need to hit the sweet spot of AI functionality and consumer comfort
Sources
Media Gallery
About This Report
US smart wearable users will surge past 100 million by 2025 as AI capabilities drive adoption. Generational preferences, device convergence, and rising form factors like smart glasses and rings will reshape the market through 2028.
Topics
Digital Advertising
Wearables
Digital Health
United States
Table of Contents
Executive Summary
Wearables reach a critical mass of consumers
Consumer device preference shifts as wearables market matures
New form factors need to hit the sweet spot of AI functionality and consumer comfort
Sources
Media Gallery

AI capabilities are transforming traditional wearable devices. Shifting consumer preferences, generational adoption patterns, and emerging technologies will reshape the US wearables landscape through 2028, as AI drives market evolution and new use cases.

Key Question: How is AI integration transforming the US wearables market, and what device categories are emerging as winners?

Smart Wearables Will Reach More Than 100 Million US Adult Users for the First Time in 2025 (millions of US adult smart wearable users and % of adult population, 2024-2028)
E-Mail ChartDownload

Key Stat: US smart wearables will surpass the 100-million-user milestone this year.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Wearables reach a critical mass of consumers
  1. Consumer device preference shifts as wearables market matures
  2. New form factors need to hit the sweet spot of AI functionality and consumer comfort
  1. Sources
  2. Media Gallery

Charts in This Report

Smart Wearables Will Reach More Than 100 Million US Adult Users for the First Time in 2025 (millions of US adult smart wearable users and % of adult population, 2024-2028)Over One-Third of the US Population Will Use Smart Wearables in 2027 (millions of US smart wearable users and % of population, 2024-2028)
Half of Millennial Internet Users Will Utilize Smart Wearables by 2028 (smart wearable users as a % of US internet users, by generation, 2023-2028)Over 80 Million US Adults Will Wear a Smartwatch at Least Once per Month in 2027 (millions of US smartwatch users and % of population, 2024-2028)
The US Fitbit User Base Will Start Shrinking in 2025 (millions of US Fitbit users and % change, 2022-2028)AirPods Hold More Than a One-Third Share of the US Hearables Market (millions of US Apple AirPod users vs. other hearable users, 2021-2026)
Earwear Leads Wearables Market Through 2028, While Smart Glasses Show Promising Growth (millions of wearable device shipments worldwide, by type, 2024-2028)

authors

Jacob Bourne

Contributors

Franco Bernasconi
Analyst
Paola Flores-Marquez
Chris Keating
Director, Research
Madan Kumar
Copy Editor
Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Evelyn Mitchell-Wolf
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo