Published on: 2nd Mar 2015
Age, income, and gender vary greatly among fitness tracker and smartwatch owners, according to NPD.
Fitness trackers, which have a strong presence in the wearables market, have gained a large mainstream following. According to the report 36 percent of fitness tracker owners in the US are 35-54 years old, 41 percent had an average income of more than $100,000, and 54 percent were women.
One-in-ten U.S. adults now own a fitness tracker.
Smartwatches haven’t caught on as quickly, with only two percent penetration, and appeal to a much different segment of the market. More than two-thirds (69 percent) of smartwatch owners are 18-34 years old, skew mostly towards the male population (71 percent) and nearly half (48 percent) had an income below $45,000.
“There is no ‘average’ consumer for the wearables market; the fitness tracker and smartwatch target consumer are fundamentally different,” said Wes Henderek, director NPD Connected Intelligence. “While we expect smartwatch ownership to grow more rapidly over the next year, there will remain a clear place for the fitness tracker due to its size, battery life, and focus on one specific use case – as opposed to the smartwatch which is trying to be a little bit of everything for everyone.”