Consumers have yet to buy into smartwatches

But many say they're having positive interactions with their fitness trackers.

SAN JOSE, CA: Consumers haven’t wrapped their heads around smartwatches – and for now, they’re more likely to buy and engage with a fitness tracker.

A quarter of US consumers own a fitness tracker and 38% plan to buy one in the next six months, according to Adobe's Digital Trends report for 2015, which covered global social media and surveyed 400 US smartphone owners.

Fewer than one-fifth of Americans own a smartwatch, although intent to purchase is similar to that for fitness trackers, at 37%.

Consumers are highly engaged with their fitness trackers, with 81% of owners saying they envision themselves using the devices in a year. More than half said the device had a "big impact" on their fitness, and 41% said they looked at the data generated by their trackers on a daily basis.

Next year could change the balance, with a high number of consumers intending to buy a smartwatch in the next six months, according to Adobe. Most want an Apple Watch, which leads in terms of mentions, ownership, and purchase intent.

Adobe predicted that smartwatches will overtake fitness trackers as the most popular wearable next year.

Fourteen percent of US consumers plan to buy an Apple Watch as a present for a loved one this year.

Voice assistants are increasingly important to connected consumers, according to Adobe's report, and Apple is winning in this area, too. Siri is the most used consulted voice assistant, racking up the most social mentions compared with Google Now and Microsoft Cortana. It is also ranked first in terms of providing the correct information to consumers.

Next year, however, will bring a new challenger in the shape of Facebook M, the social network's human-powered assistant. Rather than finding information, Facebook M is more task-oriented, dealing with requests such as restaurant bookings and making travel arrangements. 

This story originally appeared on the website of Marketing.

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