Apparently the UK isn't bothered about smartwatches yet – but when fitness trackers are added in, we'll be all over them.
According to research Samsung undertook with YouGov, which polled 3500 people, around 4% of the UK currently owns a wearable - that's anything from Nike's Fuelband, Fitbits and Jawbone fitness bands to smartwatches from Samsung and Sony.
"When we talk to consumers, 4% of the population own a wearable device," James White, Samsung Mobile's Head of IM Strategy & Mobile Product Marketing told us.
More on their way
"The intention to purchase is about 14% but awareness [of what wearables actually are] is 60% and rising."
He added that the single most important thing that consumers are looking for with wearables is fitness, which explains why Samsung added heart-rate monitoring to the new Gear 2 and Gear Fit, and beefed up its S Health app too.
White likened what's happening with wearable tech to the explosion we've seen in tablets in recent years.
"[The wearables space] is akin to the tablet market, in that the technology is there and there are lots of wearable products to choose from," White said, adding that it falls to manufacturers to make it clear which product is best for what you'll want to use it for.
But this time Apple will be on the back foot, jumping into a fierce competition with existing products like the Sony Smartwatch, Gear range and Pebble devices.
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Gareth has been part of the consumer technology world in a career spanning three decades. He started life as a staff writer on the fledgling TechRadar, and has grown with the site (primarily as phones, tablets and wearables editor) until becoming Global Editor in Chief in 2018. Gareth has written over 4,000 articles for TechRadar, has contributed expert insight to a number of other publications, chaired panels on zeitgeist technologies, presented at the Gadget Show Live as well as representing the brand on TV and radio for multiple channels including Sky, BBC, ITV and Al-Jazeera. Passionate about fitness, he can bore anyone rigid about stress management, sleep tracking, heart rate variance as well as bemoaning something about the latest iPhone, Galaxy or OLED TV.