An online poll of more than 2,000 American adults conducted by Ipsos MediaCT, the research firm, established that 70% of likely buyers agree that they will only buy a brand that they trust and that a seamless connection across devices is essential.
Apple is the brand of choice for 62%, followed by fellow tech giants Google (44%) and Samsung (43%). But Fitbit, the activity tracker specialist, is ranked fourth (31%) and Nike, the sports brand, is sixth (27%).
Of the nearly one-fifth (18%) of US consumers who are ready to buy wearable devices, style is as important as functionality. Almost seven in ten (69%) agree that colour, shape and size matter when shopping for a wearable device.
When asked what type of wearable tech would stimulate their interest, over half are drawn to fitness monitors and smart watches (56% and 55% respectively), followed by jewellery (44%), smart glasses (40%) and contact lenses (36%).
Ipsos also said that it's significant that many consumers will purchase despite 45% of likely buyers having concerns about privacy and 42% fearing potential health risks.
Coupled with the finding that only a fifth (21%) of non-owners understand how wearables may benefit their lives, Ipsos MediaCT vice president Julia Roland urged brands to improve their communication.
"Brands in the wearable market would benefit from educating consumers about product capabilities and personal relevance," she said.
"Our research shows that the opportunities are there. But to convince consumers that these devices are worth the price tag, the benefits and use cases need to be clearly highlighted in product marketing and communications."
This latest study follows research earlier this month from Forrester, which predicted that the number of people in the US and Europe using a wearable device will triple in 2015, although Americans are more open to the new technology.
Data sourced from Ipsos, Reuters; additional content by Warc staff