Report: Only 3% of American consumers own a smartwatch or smartband

only 3 of u s consumers own a smartwatch apple has the strongest brand association watch
Trevor Mogg
With all the attention given to smartwatches and other wearable devices, you might think that these gadgets are fairly popular among consumers. A new report debunks that notion with the finding that only 3 percent of the U.S. population age 16 and older owns a smartwatch or smartband.

Using data from a survey of about 11,000 consumers in late August, Kantar Worldpanel ComTech found that smartwatch penetration is highest (34 percent) for the 25-34 and 35-49 age demographics. The survey also revealed that two in three smartwatch owners are male.

These age and gender findings are in line with “the classic early adopter profile,” according to the report. While Apple has paid attention to design and personalization to extend the appeal of their smartwatch to non-techies, the payoff hasn’t been fully realized yet, Kantar Worldpanel ComTech adds.

That said, Apple has asserted itself as the top-of-mind smartwatch brand, as 92 percent of survey respondents who knew what a smartwatch or smartband was associated the company to the category. Fitbit followed with a 47 percent association, while Google was third with 34 percent and Samsung was fourth with 33 percent.

Among non-owners participating in the survey, 20 percent weren’t sure what the devices were, while 11 percent had never heard of them at all.

“Considering the poor job vendors have done thus far in defining the smartwatch category it is surprising that 52 percent of those interviewed were able to identify what these devices are: something you wear like a watch, and that let you runs apps,” according to Carolina Milanesi, chief of research at Kantar Worldpanel ComTech.

Kantar smartwatch survey

The top barrier to purchasing a smartwatch is price (41 percent), followed by the perception that a phone handles everything necessary (33 percent). Thirty-two percent of respondents said they simply don’t want to wear a watch, while 29 percent said smartwatch functionality isn’t useful to them.

Earlier this year, The NPD Group predicted that smartwatch ownership will reach 9 percent of U.S. adults ages 18 and up by 2016.

Deals

Amazon Memorial Day sale: Apple Watch, Surface Pro, and 4K TV Deals

Amazon is discounting a number of different items. Smartwatches, tablets, 4K TVs, smart home devices, and laptops are all getting discounts to stay competitive with prices from Walmart and Best Buy.
Apple

Apple Watch Series 3 and Samsung Gear Sport get price cuts in Amazon sale

Smartwatches are more in style than ever, with the world of wearables now inundated with options. Two big brands are now available at deep discounts, with the Apple Watch Series 3 and the Samsung Gear Sport smartwatches on sale on Amazon.
Deals

REI cuts prices on Garmin Fenix 5 and Suunto 3 fitness smartwatches

REI is currently dropping prices on Garmin Fenix and Suunto smartwatches for its anniversary sale. With fitness tracking, GPS, and smartphone connectivity, a solid wearable is one of the best companions outdoorsmen could wish for.
Deals

It’s time to check out the best Apple Watch deals for May 2019

The Apple Watch has surged to prominence in recent years. If you're in the market for an iOS wearable, we've sniffed out the best Apple Watch deals available right now for all three models of this great smartwatch.
Deals

The Garmin Forerunner 35 gets a $50 price slash on Amazon

If you’re looking for an easy way to keep track of your fitness goals, a fitness tracker might be just what you need. The Garmin Forerunner 35 is one of our all-time favorites, and it’s on sale right now for $120.
Apple

AirPods deal alert: Apple’s latest wireless earphones are at their lowest price

Apple just refreshed its AirPods, making an solid product even better. The newest AirPods make the case chargeable using Qi charging, always-on Siri, and better Bluetooth connectivity. While they're out of stock on Amazon, you can order now…
Emerging Tech

Awesome Tech You Can’t Buy Yet: Insect drones and kinetic sculpture robots

Check out our roundup of the best new crowdfunding projects and product announcements that hit the web this week. You may not be able to buy this stuff yet, but it's fun to gawk!
Deals

Make some time for the best smartwatch deals for May 2019

Smartwatches make your life easier by sending alerts right on your wrist. Many also provide fitness-tracking features. So if you're ready to take the plunge into wearables and want to save money, read on for the best smartwatch deals for…
Deals

REI Anniversary Sale: Save big on these awesome Garmin smartwatches

If you’re in the market for a full-featured smartwatch that can do double duty as a detailed fitness tracker, look no further: For its Anniversary Sale, REI is offering savings of up to $150 on a few of the best Garmin fitness watches.
Wearables

Samsung adds One UI and battery boosts to Galaxy Watch and Gear smartwatches

Samsung has updated software for its Galaxy Watch, Gear Sport, and Gear S3 watches to implement its updated and simplified One UI interface. The update also offers new watch faces, battery life improvements, and health and fitness features.
Mobile

Google’s new $999 augmented reality smartglasses are ready for business

Google unveiled Google Glass Enterprise Edition 2, a new version of its business-focused augmented reality wearable. The company's smartglasses ship with a faster processor, an updated camera, and safety frames from Smith Optics.
Computing

Apple sends out invites for WWDC 2019, and unicorns are involved

Apple developers and fans alike look forward every year to the company's Worldwide Developers Conference, better known as WWDC. Apple has confirmed the conference will take place on June 3-7, and the company just sent out invites.
Deals

Apple Watches get steep smartwatch discounts for Memorial Day

If you've been thinking about picking up a new wearable, an Apple Watch is one of the best smartwatches you can buy. With Memorial Day sales from Walmart and Amazon springing up all over the place, now is a great time to save.
Emerging Tech

Future smart clothes promise to keep you the perfect temperature at all times

Regulating your body temperature can sometimes be tough. Engineers from UC San Diego have developed heating and cooling wearable tech which could be embedded into future smart clothing.