Only 66 percent of smartwatch users exercise regularly, according to NPD Connected Intelligence. While activity tracker sales continue unabated, the smartwatch is becoming increasingly popular with consumers looking to monitor more advanced activities, according to The NPD Group Connected Intelligence Activity Trackers and Sports Report.

Exercise categories, the gap is beginning to narrow. Runners are the first group to show a slightly higher number of smartwatch owners/users, with 22 percent reporting that they run on a regular basis (compared to 21 percent of activity tracker users).

AudienceSCAN reports 12.1% of adults use fitness trackers (like FitBit, Nike FuelBand, Garmin, Jawbone UP, Mio) for personal use.

“Activity tracker ownership continues to grow rapidly with more than double the smartwatch base,” said Eddie Hold, President, Connected Intelligence. “While we are seeing that some forms of exercise are more likely to be impacted by the smartwatch, there are still a number of consumers that are planning to purchase activity trackers to monitor their fitness. Of folks that report they exercise several times a week, 47 percent are planning to purchase an activity tracker soon.”

Fitness tracker retailers can focus on healthy behaviors and suggest exercises in the health sections of newspapers. According to AudienceSCAN data, 10.7% of Fitness Trackers think papers are the best source for health/medical information.

As smartwatches move out of the early adopter phase and become more mainstream, the focus on fitness-related activities has grown. When asked how important health/fitness was, 17 percent of smartwatch users considered it a passion, as compared to 13 percent of activity tracker users.

“The activity tracker became the device of choice for the middle-aged consumer looking to get in better shape by starting an exercise routine. But that’s not where the story has to end,” said Hold. “Claims that the smartwatch would lead to the death of the activity tracker have so far proved unfounded. With a longer battery life, activity trackers have a strong target audience and are continuing to evolve. That said, activity tracker companies must continue to broaden their portfolios to satisfy more exercise-focused consumers – combining specialist functions with generalist capabilities.”

Reaching more exercise-focused customers can happen with daily deals (like Groupon or LivingSocial) because 34.1% of Fitness Trackers took action based on these deals in the past month, according to AudienceSCAN research.

As products evolve to include more exercise/sports-focused capabilities, the need for additional smart sensors is on the rise. According to the Activity Trackers and Sports Report, one in four consumers would be interested in purchasing active wear with built-in sensors. However, price is very much a consideration as four in five of those individuals said the price would need to be right (not considerably higher than clothing without sensors) in order to purchase.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.