But based on some new data, word of Fitbit's demise is greatly premature. According to a recent survey by PwC, the adoption rate of wearables has more than doubled to 49% since 2014, up from just 21%. Leading the charge are fitness bands, by a wide margin. Of the wearable-owning folks who responded to the survey, a full 45% said they owned a Fitbit-like band. Smartwatches came in a distant second, with just 27% of respondents owning one.
The wearables market is in the early stages of a skyrocketing growth path, and if 2015's year-end sales numbers are any indication, Fitbit is in a league of its own. Fitbit sold 8.1 million devices in 2015's fourth quarter. Next on the list? The much vaunted Apple Watch, with sales of 4.1 million. Samsung and its Android Wear bands moved just 1.3 million units. Fitbit sold another 4.8 million units this past quarter, up more than 20% from last year's 3.9 million.
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