Data released by the NDP Group last week revealed only 9% of US consumers aged 18-years and over own a smart watch.

Apple recently announced sales of its Apple Watch were up 50% last quarter.

Apple’s sales success in this young market aligns with the NFD Group’s data, stating the primary reason consumers purchase smart watches is for text messaging and fitness integration.

The tech giant re-vamped the second version of its Apple Watch with a focus on fitness tracking and text message notifications.

It’s a far cry from how the first version of the Apple Watch was developed and marketed, heralded by the company as a ‘mini-wearable computer’ capable of running several apps, with the intention to reduce smartphone use as much as possible.

Clearly, Apple’s consumer research has paid off.

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