Wearables Emerge as Dominant Trend, Driven by AI Integration
The German consumer technology sector has experienced a significant surge in growth in 2024, according to a recent study by Bitkom, the German digital association. The study, released during the IFA technology fair, reveals that wearables have emerged as the dominant trend in consumer technology, with a market value of 2.57 billion euros. This growth is attributed to the integration of artificial intelligence (AI) into wearable devices, transforming them into intelligent assistants.
The study, which has been the reference work for German consumer electronics since 2007, tracks the continuous development of consumer technology and derives forecasts for future evolution. This year’s edition focused on how wearables and AI are reshaping the technology landscape. Market dynamics reveal a technological convergence, with traditional categories maintaining significant market share, including televisions, audio and video accessories, and smartphones.
The total consumer technology market in Germany is expected to reach 7.62 billion euros in 2024. Televisions command 37 percent of the market, with a turnover of 2.83 billion euros, while audio and video accessories account for 21 percent, or 1.62 billion euros. Smartphones remain a dominant force, with a forecast of 19.47 million units sold at an average price of 565 euros, generating a total turnover of 11 billion euros.
However, the evolution toward wearables represents a fundamental shift in how consumers interact with technology. Wearables are transforming from fitness trackers to AI assistants, with consumers increasingly viewing them as essential health management tools rather than optional accessories. The study demonstrates how AI capabilities are being integrated across multiple device categories, from voice assistants to content creation tools.
Digital voice assistants, for instance, have seen significant adoption, with 53 percent of Germans aged 16 and over using digital voice assistants. The automotive sector shows particularly strong adoption, with 62 percent of voice assistant users employing voice control in cars — a doubling in just three years. Streaming and gaming markets also show sustained growth, with 86 percent of Germans aged 16 and over streaming videos and 53 percent playing video and computer games.
Monthly spending on gaming has increased substantially, with gamers spending an average of 31 euros per month on their hobby. Audio streaming shows particular resilience, with 82 percent of Germans aged 16 and over using audio streaming services, and an average monthly spending of 11.20 euros on subscriptions.
The study also reveals growing acceptance of immersive technologies, with 70 percent of Germans open to virtual reality and 22 percent having already used a VR headset. Augmented reality usage has expanded significantly, with 28 percent of Germans giving indication of having used at least one AR application.
The integration of AI across consumer devices enables more sophisticated targeting and personalized experiences, creating significant opportunities for marketers targeting German consumers. The convergence of streaming, gaming, and wearable technologies creates new touchpoints for brand engagement, making cross-platform measurement capabilities increasingly critical.
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.
