More Americans are using smart tags to keep track of personal items, according to the latest report from Parks Associates.
The report finds smart tag adoption in U.S. broadband-connected homes rose to 12 percent during the third quarter (Q3) of 2024, compared to just 7 percent who affirmed the same during Q1 2022.
The most-popular brand of smart tag is the Apple Airtag, accounting for nearly 70 percent of all smart tags purchased or received during Q3, up from around 45 percent during Q1 2022. Samsung had around 15 percent share three years ago, but its share has been chipped away over time, with the company now accounting for just over 10 percent of smart tags purchased or received, according to Parks Associates data.
Tile, one of the first companies to make an affordable smart tag targeted to consumers, also saw Apple eat away at its market share, accounting for around 10 percent of smart tags received or purchased during Q3 2024, down from nearly 20 percent during Q1 2022.
That said, Apple and others are starting to see competition from new entrants, including the Chipolo One tag and the Orbit smart tag, which accounted for a collective 5 percent share of global smart tags purchased or received during Q3 2024.
“These small, inexpensive devices help consumers find lost or frequently misplaced items such as keys, wallets, luggage, and remote controls, as well as loved ones, like children and vulnerable older adults,” Jennifer Kent, the Vice President of Research at Parks Associates, said on Monday. “They deliver valuable peace of mind and convenience.”
While Tile might have been one of the original smart tag makers to market, Apple has gained ground in large part because its Airtag tracker works seamlessly with iPhones and other devices. In the U.S., the iPhone is the leading individual smartphone by sales, according to Statista. Tile and other smart trackers work with iPhones over Bluetooth, but Airtags take advantage of an iPhone’s ability to connect over ultra-wideband frequencies, which allow for enhanced features like finding items by direction.
Android phone users are more likely to pick something other than an Airtag, with Parks Associates saying Tile, Chipolo One and Orbit tags are most-attractive to those consumers, as are Samsung Galaxy tags.
Parks Associates is expected to further detail its smart tag research at Connections: The Premiere Connected Home Conference from May 13 to May 15.
