The Apple Watch is the Most Recognized Wearable Device in the World

According to a new report from Kantar, the wearables market is still in its infancy with only about 3% of the U.S. population ages 16 and up owning one. The figures are based on a survey conducted in August with 11,000 consumers.

According to the report, smartwatch ownership is currently in the early adopters phase, with most owners being male and one out of three being between the ages of 25 – 34. Apple is receiving the greatest attention due to its design and personalization options.

Respondents who knew what a smartwatch was connected Apple to the category a whopping 92% of the time, blowing away Fitbit who came in at second at 47% and Google at 34% percent. Interestingly Samsung came in at fourth place with 33%.

Those who are rejecting the idea of the smartwatch tend to be older with roughly 29% of folks between 50 – 64 saying they have no plans to buy one within the next 12 months. The reason? Device cost is the top answer with 41% saying price is a factor. The second most common reason was because their phone already does everything with came in at 33%.

It’s not a surprise that price and the clear lack of use were the main barriers to purchase.

It will be interesting to see how the Watch does this holiday season given that it’s probably one of the easiest gifts to give, and by Apple standards, one of the most affordable with a starting price of $349. As Cook said in this weeks earnings call, the Apple Watch is in the “early innings” of what will likely be a growing and successful business.