Nearly Half of U.S. Households Own and Use Wearable Devices
Fitness professionals have an opportunity to offer concierge health support services and create programs by using real-time data from smartwatches and other wearables
A recent consumer study conducted by Parks Associates reveals that nearly 50% of U.S. internet households now own and actively use wearable devices, underscoring the growing demand for health and safety features in these products.
The study, Wearables: Advances in Health and Safety, surveyed 8,000 U.S. internet households and provies insights into consumer behavior surrounding smartwatches and other emerging technologies like smart rings.
According to the study, 32% of wearable device owners subscribe to services attached to their wearables, while 92% of those planning to purchase a device are willing to pay extra for at least one health-related feature. Health metrics, particularly blood pressure monitoring, are highly sought after due to the increasing prevalence of hypertension and other cardiovascular conditions.
Kristen Hanich, research director at Parks Associates, commented on the trends shaping the wearables market, noting that while purchase intentions surged during the COVID-19 pandemic, they have since leveled off as the urgency for health monitoring diminished post-pandemic.
However, the perceived value of wearables remains closely tied to healthcare benefits, with consumer satisfaction significantly higher when devices come with added functionalities and services.
“Success for these devices goes beyond the initial sale,” Hanich said. “As consumers attach more services to their wearables, such as safety monitoring or health coaching, their satisfaction grows. The connection between the owner and the device strengthens as new services become available.”
The study also suggests significant opportunities for growth in premium services and subscriptions, particularly in areas like personal safety and emergency monitoring, which are becoming increasingly popular use cases. Wearables are evolving from standalone devices into platforms for ongoing services that enhance consumer engagement and device value over time.
This information could be useful for personal trainers and health coaches, who can use the data from wearables to customize programs and provide highly informed direction to clients.
In related news, ATN reported in May that Garrmin saw a 40% revenue increase to $343 million in its fitness category during the first part of 2024, setting a record that the tech company says was led by strong demand for advanced wearables.
Notably, revenue from Garmin’s outdoor segment trended upwards, increasing 11% in the first quarter to $366 million — which the company says was driven by growth in wearables, supporting the results of the study.