German consumer technology market shows strong wearables growth driven by AI integration

The German consumer technology sector experienced significant growth in 2024, according to Bitkom's annual "Future of Consumer Technology" study released during the IFA technology fair. Wearables emerged as the dominant trend of consumer technology 2024 – often paired with AI, marking a decisive shift toward body-worn intelligent devices.

According to Bitkom's market analysis, with wearables, according to the forecast, a turnover of 2.57 billion euros will be achieved in Germany this year with a sales volume of 13.09 million units. The average price per wearable device reached 196 euros, demonstrating strong consumer willingness to invest in these advanced technologies.

The study, which has served as the reference work for consumer electronics in Germany since its first publication in 2007, tracks the continuous development of consumer technology and derives forecasts for future evolution. This year's edition particularly focused on how wearables and artificial intelligence are reshaping the technology landscape.

Market dynamics reveal technological convergence

The market for consumer technology is expected to encompass a turnover of 7.62 billion euros according to Bitkom forecasts for 2024. Traditional categories maintain significant market share, with televisions commanding 37 percent of the total market, corresponding to a turnover of 2.83 billion euros. Audio and video accessories follow with 21 percent market share at 1.62 billion euros.

Smartphones continue their dominance in the broader technology ecosystem. With smartphones, 11 billion euros are expected to be achieved this year. For this, a forecast of 19.47 million devices with an average price of 565 euros will be sold. However, the evolution toward wearables represents a fundamental shift in how consumers interact with technology.

Wearables transform from fitness trackers to AI assistants

The transformation of wearables extends beyond traditional fitness tracking capabilities. Consumer technology approaches humans and their needs with these new wearables ever closer. While radios and televisions as devices of classic entertainment electronics still stood in rooms where their users were temporarily located, smartphones are already carried (almost) always in hand or trouser pocket, wearables are consumer technology directly on the body.

Smart rings exemplify this evolution, with 10 percent of Germans would like to wear a smart finger ring. These devices offer extended battery life compared to smartwatches while providing comprehensive health monitoring capabilities without traditional display interfaces.

The acceptance of body-integrated technology reaches surprising levels. 24 percent of Germans can imagine having a small smart assistant glued to their teeth to measure body functions, while 19 percent of Germans can imagine having a smart assistant implanted.

Health monitoring drives consumer adoption

Health applications remain the primary driver for wearable adoption. 72 percent of Germans find detailed body data useful for preventing or detecting diseases early. This represents a significant shift in consumer attitudes toward personal health monitoring and data collection.

66 percent see detailed data about their own body as support for healthy living, demonstrating that consumers increasingly view wearables as essential health management tools rather than optional accessories.

AI integration creates intelligent ecosystems

Artificial intelligence serves as the enabling technology behind this wearables transformation. Artificial intelligence is central in the field of wearables – but also generally in consumer technology. The study demonstrates how AI capabilities are being integrated across multiple device categories, from voice assistants to content creation tools.

Digital voice assistants exemplify this AI integration, with 53 percent of Germans aged 16 and over use digital voice assistants. The automotive sector shows particularly strong adoption, where 62 percent of voice assistant users employ voice control in cars – a doubling in three years.

Streaming and gaming markets show sustained growth

The entertainment technology sector demonstrates continued expansion across multiple platforms. 86 percent of Germans aged 16 and over stream videos, while maintaining traditional viewing habits with 92 percent of Germans aged 16 and over watch current television programming via classic connections like cable, satellite or antenna.

Gaming represents another significant growth area, with 53 percent of all Germans aged 16 and over play video and computer games. Monthly spending on gaming has increased substantially, with 31 euros spent by gamers per month on their hobby.

Virtual and augmented reality gain mainstream acceptance

The study reveals growing acceptance of immersive technologies. 70 percent of Germans are open to virtual reality. 22 percent have already used a VR headset. Importantly, 31 percent say that VR headsets will belong to standard equipment in the future.

Augmented reality usage has expanded significantly, with 28 percent giving indication of having used at least one AR application, representing substantial growth from previous measurements.

Market implications for advertising and marketing

These developments create significant opportunities for marketers targeting German consumers. The integration of AI across consumer devices enables more sophisticated targeting and personalized experiences. Gaming audiences represent particularly valuable demographics, with 62% of adults actively playing video games according to Comscore's 2024 gaming report.

The convergence of streaming, gaming, and wearable technologies creates new touchpoints for brand engagement. Cross-platform measurement capabilities become increasingly critical as consumers interact with content across multiple device categories simultaneously.

Audio streaming shows particular resilience, with 82 percent of all Germans aged 16 and over use audiostreaming. Monthly spending on audio streaming subscriptions averages 11.20 euros spent on average monthly for audiostreaming subscriptions, demonstrating sustained consumer investment in digital content platforms.

The research indicates that German consumers are embracing a more connected, AI-enabled technology ecosystem where wearables serve as the primary interface between users and their digital lives. This transformation has profound implications for product development, marketing strategies, and consumer engagement across the technology sector.

Timeline

• March 2024 - Comscore achieves MRC accreditation for national and local TV measurement
• May 2024 - Comscore reports mixed Q1 2024 results while navigating measurement landscape challenges
• July 2024 - Comscore releases 2024 State of Gaming Report revealing 62% adult gaming participation
• July 2024 - Comscore unveils comprehensive YouTube audience measurement across devices
• August 2024 - Apple reports Q3 2024 record revenue with AI focus
• September 2024 - Bitkom releases "Future of Consumer Technology 2024" study during IFA, highlighting wearables and AI integration trends

Summary

Who: Bitkom e.V., the German digital association, in collaboration with research partners studying consumer technology adoption across Germany's population aged 16 and older.

What: Release of the annual "Future of Consumer Technology 2024" study revealing wearables as the dominant technology trend, with 2.57 billion euro market value driven by AI integration transforming devices into intelligent assistants.

When: September 2024, published during the IFA technology fair as part of Bitkom's annual research series that has been the reference work for German consumer electronics since 2007.

Where: Germany, with market analysis covering the entire German consumer technology sector including smartphones, wearables, gaming, streaming, and emerging technologies like VR/AR.

Why: The study tracks rapid technological evolution as consumer technology becomes more personal and intelligent, with wearables representing the next phase of human-computer interaction through AI-enabled devices worn directly on the body.