Tom's Guide Survey: Fitbit Air and Garmin Cirqa Tie for Screenless Tracker Lead
A poll of 313 users reveals a fragmented market as consumers embrace distraction-free, invisible health monitoring.
Consumer preference for screenless fitness trackers is split across several top contenders, according to a recent survey conducted by Tom's Guide. The results suggest a highly competitive landscape where no single manufacturer has yet secured a dominant lead in the emerging 'invisible' wearable category.
Tom's Guide polled 313 users to determine which screenless device they would be most likely to purchase. The findings revealed a narrow margin between the market's leading options, specifically highlighting a close race between the Fitbit Air and the Garmin Cirqa. This lack of a runaway winner indicates that brand loyalty in the screenless space remains fluid and highly contested.
The Shift to Invisible Monitoring
This competition comes as the broader wearable market undergoes a strategic shift. While traditional smartwatches focus on real-time activity metrics and notifications, screenless trackers are designed for 'invisible' health monitoring. This approach prioritizes distraction-free, app-driven experiences, allowing users to track recovery and sleep data without the constant interruption of a wrist-based display.
Market Implications
Because the survey results were so closely contested, the industry remains open to disruption. The lack of an absolute leader means that competition will likely shift away from brand name alone and toward specific value propositions. Companies are now positioned to compete on the basis of subscription pricing models, the physical form factor—such as the choice between rings and bands—and the perceived accuracy of the biometric data provided.
What to Watch
As the market matures, the industry will be watching to see if one of the current frontrunners can pull ahead through software updates or new hardware iterations. For now, the preference of the consumer remains divided, leaving the door open for new entrants or existing players to capture the lead by refining the balance between invisibility and actionable health insights.