With the introduction of new devices, new features, and updates to hardware and operating systems alike, 2017 has brought a number of changes to the smartwatch market. As of June 2017, nearly nine percent of U.S. consumers aged 18+ owned a smartwatch, up almost 1.5 percentage points from the six months prior.

Additionally, according to latest WEAR Report Industry Overview and Forecast from NPD’s Connected Intelligence, growth in the category will continue, with a nearly 60 percent ownership growth expected from Q2 2017 through Q4 2018, driven in large part by anticipated new product introductions from market leaders. This forecasted growth will result in nearly 15 percent of U.S. consumers aged 18+ owning a smartwatch by 2019.

There might be a connection between Smartwatch Users and the automotive industry! Auto dealers and retailers should consider targeting Smartwatch Users and promoting cool apps available for them. The AudienceSCAN survey showed Smartwatch Users are 144% more likely than average consumers to attend new car/truck auto shows.

Increasing features and capabilities are key differentiators for smartwatches, which will further contribute to their growth over the forecast period. While use cases such as receiving notifications/texts, activity tracking, and news updates are still the most highly reported among smartwatch owners; use cases such as controlling music, using as a device to control pictures and video, and home automation are growing. In fact, 15 to 21 percent of smartwatch owners are already utilizing their devices for those types of activities daily.

Sporting sponsorships could be fruitful. The AudienceSCAN study found 15.5% of Smartwatch Users usually try to support companies that sponsor their favorite sports team or athlete.

“Rumors of the smartwatch’s demise have been greatly exaggerated and we expect to see stronger growth in the next 18 months, compared to 2016,” said Weston Henderek, director, Connected Intelligence. “Many of the early growth projections for the smartwatch were, simply put, unrealistic. But in reality, a nine percent ownership level is a pretty healthy start for the market after just a couple of years. We expect the next round of product upgrades will lead to more first-time smartwatch purchases, as well as upgrades for those with existing devices.”

Smartwatch Users told the AudienceSCAN researchers that they love their local TV stations’ apps the best (21%), followed by their local entertainment/city guide apps (12%).

Currently, smartwatch ownership is controlled by the millennial generation, which has 13 percent ownership penetration, compared to just less than nine percent for the overall market. However, as use cases broaden, shifts in smartwatch ownership will follow. In fact, the male/female split in the category is now the lowest it has ever been at 60 percent male – indicating a more mainstream audience. Additionally, despite higher pricing than activity trackers, smartwatch ownership is highest among the lowest income category (less than $45,000 per year), with 34 percent of smartwatch ownership penetration.

Retailers can target Smartwatch Users with mobile smartphone app ads or text message ads. The AudienceSCAN data revealed 52% of Smartwatch Users took action after receiving these in the past 30 days.

“While strong ownership in the lowest income category may seem counter intuitive, it is likely driven by a large number of buyers in the service industry who need a device to check incoming notifications when they can’t reach for their phone,” noted Henderek. “Overall, increased features and functionality was the number one reason respondents chose a smartwatch over an activity tracker. Some of what we are seeing demonstrates a natural evolution of the device as a home control hub on the wrist, for one, and continued evolution of product capabilities will be key to winning over consumers.”

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.