Nearly half of Britons concerned about wearable tech privacy

A recent YouGov Surveys: Serviced poll among British adults examines public sentiment toward wearable technology, including adoption rates, privacy concerns, and willingness to invest in enhanced features. The survey results reveal mixed perceptions, with some embracing the technology while others remain sceptical about cost, necessity and data privacy.

A fad or the future?

According to data from YouGov Profiles, public opinion on whether wearable technology is just a passing trend is divided. Nearly one-third (30%) of respondents agree that wearable devices are a fad, while 47% disagree, suggesting that a significant portion of the population sees them as a lasting innovation.

However, affordability appears to be a major concern. A substantial 59% of respondents agree that wearable technology is too expensive, compared to 22% who disagree, highlighting a potential barrier to wider adoption.

Adoption of wearable devices

Despite concerns about cost, polling data shows that wearable technology usage is notable among certain demographics. Smartwatches are the most commonly used device, with 30% of respondents owning one. Fitness trackers, such as Fitbit or Garmin, are used by 18% of the population. Smart glasses (3%) and smart rings (2%) remain niche products.

Adoption rates vary significantly by age. Young adults (18-34) are more likely to use wearables, with 46% of 18-24-year-olds and 47% of 25-34-year-olds owning a smartwatch, compared to just 19% of those aged 55 and over. Similarly, younger consumers are more likely to use fitness trackers and emerging devices like smart glasses.

However, over half of respondents (54%) report not using any wearable devices, with non-adoption increasing to 66% among those aged 55 and over. This suggests that while younger generations are more receptive to wearable technology, many older consumers remain uninterested.

Privacy and data concerns

Privacy remains a significant issue for wearable users. Nearly half (48%) of respondents express concern that data collected from their devices could be used by companies to learn about their lifestyle.

Given these concerns, it is unsurprising that enhanced privacy and security measures are among the top-requested upgrades for wearable devices. A quarter (25%) of respondents indicate that better data protection would make them more likely to upgrade to a new device.

Desired features for future wearables

Beyond security, respondents express interest in a range of advanced features that could enhance their wearable experience. The most appealing upgrade is non-invasive glucose or blood pressure monitoring (32%). AI-powered health insights and early disease detection (29%) and advanced stress, emotional, and mental health tracking (28%) also rank highly.

Connectivity with other systems is another key factor. Features such as syncing with healthcare providers (23%), connecting with smart home devices (25%), and real-time integration with nutrition and meal planning apps (20%) appeal to a sizable portion of consumers. 

Paying more for advanced features

Despite interest in new features, cost remains a hurdle. When asked if they would be willing to pay more for a wearable that offers advanced wellness tracking and better privacy protection, only 9% say they are very willing, while 30% are somewhat willing. Meanwhile, 45% express reluctance, with 16% somewhat unwilling and 29% very unwilling to pay extra for such upgrades.

Age again plays a role in willingness to invest in wearable technology. Younger respondents (18-34) are the most open to paying more, while those 55 and older are the most resistant.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on March 6-7, 2025, with a nationally representative sample of 2,090 adults in the United Kingdom (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.

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