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Why Women Aren't Buying Smartwatches

Yeah, beginning and ending your concept meeting with "girls wear pink and covet diamonds" is embarrassingly dated.

Racked

Fashion-tech is the kind of word pairing that people love hearing themselves say. It sounds futuristic and cool, a union of two slick worlds that have nothing to do with each other — except for everything (okay, now it’s a rom-com, but bear with me). Wearables, including smartwatches and fitness trackers, are the apotheosis of fashion-tech. Fashion accessories with technological superpowers! They’re perfect — except they aren’t.

It’s taken awhile for wearables to break through the mainstream, but we’re here. According to a 2015 Consumers and Wearables Report by NPD Connected Intelligence, one in 10 U.S. adults owns a fitness tracker. Of that group, 54 percent are women. So why, then, are 71 percent of smartwatch owners male?

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This article originally appeared on Recode.net.