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EMARKETER

US Wearables Forecast 2025

Smart Devices Evolve as AI and Demographic Nuances Reshape the Market

Report by Jacob Bourne  |  Mar 3, 2025
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Table of Contents
Executive Summary
Wearables reach a critical mass of consumers
Consumer device preference shifts as wearables market matures
New form factors need to hit the sweet spot of AI functionality and consumer comfort
Sources
Media Gallery
About This Report
US smart wearable users will surge past 100 million by 2025 as AI capabilities drive adoption. Generational preferences, device convergence, and rising form factors like smart glasses and rings will reshape the market through 2028.
Topics
Digital Advertising
Wearables
Digital Health
United States
Table of Contents
Executive Summary
Wearables reach a critical mass of consumers
Consumer device preference shifts as wearables market matures
New form factors need to hit the sweet spot of AI functionality and consumer comfort
Sources
Media Gallery

AI capabilities are transforming traditional wearable devices. Shifting consumer preferences, generational adoption patterns, and emerging technologies will reshape the US wearables landscape through 2028, as AI drives market evolution and new use cases.

Key Question: How is AI integration transforming the US wearables market, and what device categories are emerging as winners?

Smart Wearables Will Reach More Than 100 Million US Adult Users for the First Time in 2025 (millions of US adult smart wearable users and % of adult population, 2024-2028)
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Key Stat: US smart wearables will surpass the 100-million-user milestone this year.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Wearables reach a critical mass of consumers
  1. Consumer device preference shifts as wearables market matures
  2. New form factors need to hit the sweet spot of AI functionality and consumer comfort
  1. Sources
  2. Media Gallery

Charts in This Report

Smart Wearables Will Reach More Than 100 Million US Adult Users for the First Time in 2025 (millions of US adult smart wearable users and % of adult population, 2024-2028)Over One-Third of the US Population Will Use Smart Wearables in 2027 (millions of US smart wearable users and % of population, 2024-2028)
Half of Millennial Internet Users Will Utilize Smart Wearables by 2028 (smart wearable users as a % of US internet users, by generation, 2023-2028)Over 80 Million US Adults Will Wear a Smartwatch at Least Once per Month in 2027 (millions of US smartwatch users and % of population, 2024-2028)
The US Fitbit User Base Will Start Shrinking in 2025 (millions of US Fitbit users and % change, 2022-2028)AirPods Hold More Than a One-Third Share of the US Hearables Market (millions of US Apple AirPod users vs. other hearable users, 2021-2026)
Earwear Leads Wearables Market Through 2028, While Smart Glasses Show Promising Growth (millions of wearable device shipments worldwide, by type, 2024-2028)

authors

Jacob Bourne

Contributors

Franco Bernasconi
Analyst
Paola Flores-Marquez
Chris Keating
Director, Research
Madan Kumar
Copy Editor
Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Evelyn Mitchell-Wolf
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
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