Smartwatch Ownership: Millennials 44%, Non-Millennials 23%

Millennials are gravitating to the Internet of Things, at least compared to other demographic groups.

As might be expected, most (87%) millennials have a smartphone, the same as those older than 35, according to a new survey.

However, when it comes to smartwatches, almost two times more millennials than non-millennials have one, based on a survey of 1,800 millennials and 1,200 non-millennials conducted by Fluent.

While 23% of non-millennials own a smartwatch, 44% of millennials do, according to the survey.

Even some teens are likely to own a wearable, according to a different study. That survey, by marketing technology company Adestra, found that 9% of teens are likely to own a wearable along with 19% of millennials. That study identified millennials as those 19-34 years old, while the Fluent survey included those 18 years old.

Many millennials also tend to favor Apple devices compared to non-millennials, according to Fluent. Here’s the breakdown of Apple products owned by millennials:

  • 38% -- iPhone
  • 19% -- iPad
  • 18% -- Mac
  • 13% -- Apple Watch

More than two times the number of millennials vs. non-millennials own an Apple Watch. Every category is higher than non-millennials. Here are the Apple devices owned by non-millennials:

  • 29% -- iPhone
  • 16% -- iPad
  • 13% -- Mac
  • 6% -- Apple Watch

The two groups also view privacy somewhat differently. More non-millennials (74%) than millennials (62%) are concerned that companies will not respect their privacy in using personal information.

Besides smartwatches, other IoT devices win the attention of millennials. In a survey of 1,300 U.S. adults conducted by Parks Associates for Coldwell Banker, 61% of millennials expressed an interest in smart homes.

Millennials have grown up digital and the Internet of Things is simply adding to their internetworking.


14 comments about "Smartwatch Ownership: Millennials 44%, Non-Millennials 23%".
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  1. Ed Papazian from Media Dynamics, August 22, 2016 at 9:19 a.m.

    Yep, ties in perfectly with a study we just completed of 1001 adults which found that 12% of Millennials  now own a smart toothbrush while only 5% of Boomers do and a mere .5% of Silents have one. Interesting since, as far as we know, they haven't got around to inventing a smart toothbrush. Common guys, the folks at Colgate, Crest, etc. are tying to place video ads  on smart toothbrushes----providing they get 100% ad viewability of course.

  2. Chuck Martin from Chuck Martin replied, August 22, 2016 at 9:24 a.m.

    There actually are several smart toothbrushes (Oral-B, etc) that have been on the market for some time, Ed. The marketing of them, though, generally is targeted to parents of younh children rather than millennials.

  3. Andrew Eklund from Ciceron, August 22, 2016 at 9:37 a.m.

    I need some more information or better data that 44% of Millennials own a smart watch, and I'm not seeing that here. That number seems much, much too high.

  4. George Parker from Parker Consultants, August 22, 2016 at 9:40 a.m.

    "Smart" toothbrushes... Give me a break. What's next "Smart" fridges that order your milk for you.. Oh wait, I remember hearing about those at Comdex 1990. And I'm still waiting for my flying car. 

  5. Chuck Martin from Chuck Martin replied, August 22, 2016 at 9:51 a.m.

    In the survey, millennials and non-millennials were asked what devices they owned; 87% said smartphone, 68% computer, 59% tablet and 44% smartwatch. Hope that helps, Ed. And yes, that number struck me as high as well. We'll be watching for other sources of millennials' wearable, such as the other figure noted above.

  6. Chuck Martin from Chuck Martin replied, August 22, 2016 at 9:55 a.m.

    They actually are selling, George. They provide info to parents on brushing activity of children as well as features for adults, such as if they have been brushing too hard or soft. Good or bad, they are selling.

  7. George Parker from Parker Consultants, August 22, 2016 at 10:02 a.m.

    @Chuck... When I was growing up, if you didn't clean your teeth properly, you got hammered. Oh, and we did it with a twig! Cheers/George

  8. Chuck Martin from Chuck Martin replied, August 22, 2016 at 10:13 a.m.

    Right, George, but now parents can do it kind of remotely.

  9. Andrew Eklund from Ciceron replied, August 22, 2016 at 11:20 a.m.

    Perhaps the data really is that 44% of smart watch owners are Millennials. Not 44% of Millennials have smart watches. If the former is the case, then those are probably ridiculously small numbers.

  10. George Parker from Parker Consultants, August 22, 2016 at 7:19 p.m.

    @Chuck... Oh right... Remote parents. Welcome to the Internet of Too Busy to be Bothered.

  11. Chuck Martin from Chuck Martin replied, August 22, 2016 at 7:50 p.m.

    The toothbrush simply tracks activity over time, so can be viewed later (or remotely), George.

  12. Ed Papazian from Media Dynamics Inc, August 22, 2016 at 8:41 p.m.

    When they finally get around to making a smart toilet----should be about a year or so----one can only wonder at the possiblities for advertisers, not only those who make toilet paper and toilet bowl cleaners but a host of food products and upset stomach remedies. Just imagine the kinds of "data" that will be forthcoming. Advertisers will know exactly what you ate recently. Wow!

  13. Chuck Martin from Chuck Martin replied, August 22, 2016 at 8:59 p.m.

    Hate to have to tell you this, Ed. but they already exist and are being sold, though not for the uses you described.

  14. Ed Papazian from Media Dynamics, August 23, 2016 at 7:41 a.m.

    Chuck, this is starting to get weird. Next you'll tell me that  "they" are launching a smart garbage can or can opener.

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