Who’s ready for smart glasses – and how can brands reach them?

Interest in smart glass may finally be heating up, especially among a highly specific kind of consumer.

YouGov Profiles data shows that 5% of US adults say they are considering buying smart glasses in the next 12 months. That’s still niche, but the profile of these early considerers paints a picture of where the category and its brand crossover potential might be heading.

Smart glass considerers skew younger and more male. Around 30% are aged 25-34, and 65% identify as male. Fewer than one in 10 are over 55. This is a Gen Z-millennial tech-forward cohort that brands in the wearable and lifestyle spaces will be familiar with: curious, experimental, and hungry for hybrid experiences that merge style with functionality.

And they’re not just casually curious – they’re early adopters of technology. Almost one in three say they’re always the first among their peers to be interested in and buy new tech products (29% vs. 6% of the general public). Another 34% say they’re highly interested in new tech but tend to wait before buying. Only 10% say they’re uninterested in new tech, less than half the national average.

This openness to innovation is mirrored in their behavior. Over 85% have used a generative AI tool or chatbot, either for personal or work use, compared to just 43% of all US adults.

So, what does this mean for brands?

It means the smart glasses audience is advertising-receptive and visually driven. When asked what kind of digital media is most likely to catch their attention, they over-index heavily on music streaming (212), online videos (167 index), websites (165) and social networks (126). This suggests they’re active in dynamic digital environments where attention is earned through motion, design, and context.

They also respond positively to a broader range of ad types – and not just digital. TV, movie theatres, podcasts, installations, pop-ups, and even billboards score significantly above average for this group. Their openness to immersive and experiential media means brand activations, especially visually led ones, may resonate more than they would with mainstream consumers.

But what may be most revealing is which brands they already admire. Smart glasses considerers are much more likely to have positive impressions of brands like Tiffany & Co., Dior, Gucci, Pandora, Louis Vuitton, and Prada – all of which score well above average with this group. There’s a clear lean into luxury, heritage, and fashion brands that straddle exclusivity and innovation.

Our data shows that smart glasses may still be emerging, but the audience is already in place. They’re young, curious, style-conscious, and surprisingly open to brand messaging. The opportunity isn’t just to reach them – it’s to co-create with them, to build desire through storytelling, design, and visibility in the media environments where they already live.