Wearables Are Here, the Outcomes Aren’t

Wearables have come a long way since Apple first started strapping heart rate monitors to people’s wrists over a decade ago, so Rock Health crunched the numbers to show just how far they’ve actually come – and where they might go from here.

Health-maxxing is all the rage. Rock Health’s latest Consumer Adoption Survey found that 57% of U.S. adults own at least one wearable or connected device [Chart].

• 46% reported owning a wearable specifically (up 33 percentage points from just 13% in 2015), and smart watches still dominate the form factor mix.

• Consumers are increasingly building out their personal tech ecosystems beyond single devices, with average ownership falling between one and two devices per user (1.5).

• Among the 22% of device owners with two devices, the most common pairings include watches with smart scales, blood pressure cuffs, and smart rings.

Wearables put up some impressive numbers. 83% of wearable owners wear their devices five or more days per week to track physical activity (35%), sleep (26%), and heart rate (21%).

• Nearly half of wearable owners (47%) have used a wearable for three or more years. Once consumers pick a brand ecosystem, they tend to stick with it. 

• Only 23% have ever switched brands. Mindblowing.

Health status introduces a familiar tension. Device owners are more likely to describe their health as “excellent” (23%), while non-owners are more likely to report poor or very poor health. 

• The paradox: populations that could potentially benefit most from passive monitoring and longitudinal tracking often remain the least likely to own these devices.

• Part of that is because positioning reinforces reach. Oura markets balance and reaches yogis, Whoop markets performance and reaches runners.  

Data grows with adoption. As more consumers discuss their wearable data with their providers (59% of wearable owners already have), manufacturers want a slice of the pie.

• Traditionally consumer-focused brands are piling into healthcare. Apple and Samsung have pursued FDA clearances for clinical features, and Oura and Whoop users can now connect directly with clinicians.

• Traditionally clinical devices are heading the opposite direction. CGMs like the Dexcom Stelo are available over-the-counter and marketed to metabolically curious consumers.

The Takeaway

The question over whether consumers would embrace wearables has been answered for a while now. What remains to be seen is the impact on health outcomes.