Smartwatches have yet to live up to the early hype. According to data published last week by the NDP group, only 9% of consumers 18 and older own one. That’s not terrible, given how young the industry is, but it does indicate that many consumers don’t yet consider them to be must-have devices.
Apple initially touted its Apple Watch as a mini-wearable computer that could run loads of apps and free users from having to interact as often with their smartphones. But the company eventually realised consumers saw little value in running so many different apps on a watch, so with the second version of the device, it decided to focus largely on fitness tracking and text notifications.
It turns out that those are the features smartwatch owners use the most, as this chart from Statista — based on data from NPD Connected Intelligence’s Wearable Advisor Service — indicates. Focusing on such features seems to have paid off for Apple. It recently announced that Apple Watch sales were up 50% in its latest quarter.