UK digital research specialist Clicked has released findings from their bi-annual Wearable Technology Tracker, revealing consumer adoption of wearable devices.
The research found that ownership of wearables has doubled in the past 12 months to 12% of the UK population, around 6 million people. While Activity Trackers and Smartwatches penetration has doubled, the growth of GPS Sportwatches has stalled. Apple has invigorated the Smartwatch category and is now the #1 UK smartwatch brand.
Female ownership and interest is rising, but falling for males. Steve Mellor, MD of Clicked, commented: “The health and lifestyle benefits remain a core purchase driver for females, but the improved appearance of devices has also impacted on purchasing.”
Over half of owners are under 35, although this is falling, with growth now coming from the 55+ age group.
Clicked also found a strong seasonal effect on wearable usage, with spring and summer creating higher usage occasions. Essentially, the devices are used more frequently when people are outside of the home during the warmer months.
Almost a third (32%) of all wearable devices that are no longer used stopped being used within the first month of acquiring them.