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In the war of the wearables, the biggest battle is finding the right audience for your innovation.
Smart glasses make for a good example: Despite all the hype around Google Glass, research firm NPD Group found only 1 percent of those surveyed actually bought them. Widespread adoption has not occurred.
The other major wearables on the market, fitness trackers and smartwatches, are facing similar obstacles in their evolution, said Eddie Hold, vp of connected intelligence at the NPD Group.
For example, fitness trackers like Fitbit may seem ubiquitous—and sports-focused demand is high—but activity trackers overall have been stymied by a shift in audience.