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 →

Consumers unwilling to pay for AI features

Article |
 Jul 30, 2025

Loyalty on the line: How price increases are reshaping consumer choice

Article |
 Jul 30, 2025

The big answers: EMARKETER Daily quiz

Article |
 Jul 29, 2025

Younger generations concerned most with cost of living

Article |
 Jul 29, 2025

Brands prioritizing engagement, loyalty in influencer marketing

Article |
 Jul 29, 2025

OpenAI’s upcoming GPT-5 unifies models, widens ChatGPT's lead

Article |
 Jul 29, 2025

De minimis crackdown puts pressure on UPS’ cross-border business

Article |
 Jul 29, 2025

Brazil’s streaming shakeup: Prime Video tops Netflix as ad-supported rivals surge

Article |
 Jul 29, 2025

Some companies expand US manufacturing amid trade policy shifts

Article |
 Jul 29, 2025

Citi’s Strata Elite enters the arena to compete with Chase’s Sapphire Reserve, Amex’s Platinum

Article |
 Jul 29, 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

Wearables 2023

Apple Dominates, but Google’s Renewed Push Could Open New Media Opportunities

Report by Yoram Wurmser  |  Feb 24, 2023
Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
The smart wearables market is growing older.
Smart wearables lag other connected devices in users.
Hearables outnumber smart wearables.
Smart wearable users gravitate toward smartwatches.
Apple dominates wearables.
Google takes aim at Apple Watch.
Fitness remains the primary use case for wearables.
As AR and VR grow, wearables will diversify.
How can media and marketers capitalize on the changing wearables market?
Sources
Media Gallery
About This Report
More than a quarter of the US population wears a connected device, including a growing number of older consumers who are interested in health and fitness tracking.
Topics
Wearables
United States
Table of Contents
Executive Summary
The smart wearables market is growing older.
Smart wearables lag other connected devices in users.
Hearables outnumber smart wearables.
Smart wearable users gravitate toward smartwatches.
Apple dominates wearables.
Google takes aim at Apple Watch.
Fitness remains the primary use case for wearables.
As AR and VR grow, wearables will diversify.
How can media and marketers capitalize on the changing wearables market?
Sources
Media Gallery

Executive Summary

We continue to don more sophisticated wearables. Although growth in new users has slowed in recent years, Google’s renewed push into the wearables market, long dominated by Apple, may spur innovation and create new opportunities for apps and the marketers using them.

Key Question: How is the smart wearables market evolving, and how can marketers capitalize on the opportunities?

US Smart Wearables Users, 2019-2026 (millions, % change, and % of population)
E-Mail ChartDownload

KEY STAT: By 2026, over 100 million wearable devices will connect to the internet in the US.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

9charts

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

Table of Contents

  1. Executive Summary
  2. The smart wearables market is growing older.
  3. Smart wearables lag other connected devices in users.
  4. Hearables outnumber smart wearables.
  1. Smart wearable users gravitate toward smartwatches.
  2. Apple dominates wearables.
  3. Google takes aim at Apple Watch.
  4. Fitness remains the primary use case for wearables.
  1. As AR and VR grow, wearables will diversify.
  2. How can media and marketers capitalize on the changing wearables market?
  3. Sources
  4. Media Gallery

Charts in This Report

US Smart Wearables Users, 2019-2026 (millions, % change, and % of population)US Smart Wearable Users, by Age, 2019-2025 (% of respondents)
Countries From Which Cross-Border Buyers in Asia-Pacific Have Made Cross-Border Digital Purchases, by Country, Oct 2021 (% of respondents)US Hearable* vs. Smart Wearable** Users, 2022-2026 (millions of users)
US Smart Watch vs. Fitness Band Users, 2019-2026 (millions of users)US Apple Watch and AirPod Users, 2020-2026 (% of total smartwatch and hearable users)
US Apple Watch Users, 2020-2026 (millions, % change, and % of adult wearables)US Adult Connected Fitness Users, 2017-2025 (millions, % change, and % of population)
AR & VR Headset Shipments Worldwide, 2021-2026 (millions)
Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
The smart wearables market is growing older.
Smart wearables lag other connected devices in users.
Hearables outnumber smart wearables.
Smart wearable users gravitate toward smartwatches.
Apple dominates wearables.
Google takes aim at Apple Watch.
Fitness remains the primary use case for wearables.
As AR and VR grow, wearables will diversify.
How can media and marketers capitalize on the changing wearables market?
Sources
Media Gallery
About This Report
More than a quarter of the US population wears a connected device, including a growing number of older consumers who are interested in health and fitness tracking.
Topics
Wearables
United States
Table of Contents
Executive Summary
The smart wearables market is growing older.
Smart wearables lag other connected devices in users.
Hearables outnumber smart wearables.
Smart wearable users gravitate toward smartwatches.
Apple dominates wearables.
Google takes aim at Apple Watch.
Fitness remains the primary use case for wearables.
As AR and VR grow, wearables will diversify.
How can media and marketers capitalize on the changing wearables market?
Sources
Media Gallery

authors

Yoram Wurmser

Contributors

Jade Appel
Associate Forecasting Analyst
Chris Keating
Director, Research
Rajiv Leventhal
Analyst, Digital Health
Jessica Lis
Analyst, Technology
Lisa Phillips
Principal Analyst, Digital Health
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