New research from Parks Associates shows early adopters of smart watches make their purchase decisions based on the device’s features and functionality as well as user reviews. Among U.S. smart watch owners, 58% ranked the watch’s features as a top consideration in their purchase decision, followed by the brand at 49% and product appearance at 30%.

“Features and functionality have driven early adoption of the smart watch,” said Tejas Mehta, Research Analyst, Parks Associates. “However, design, fashion, and personalization are becoming important elements as smart watch vendors strive for greater mainstream adoption of smart watches.”

Unsurprisingly, we’ve seen major brands like Samsung, Sony, Motorola and LG putting a greater emphasis on design and personalization with their second- and third-generation smart watches.

“Features and functionality have driven early adoption of the smart watch” — Tejas Mehta, Research Analyst at Parks Associates.Nevertheless, it’s the features that play the most important role at the end of the day: of consumers in U.S. broadband households who plan to purchase a smart watch52% will use it for tracking fitness activities, 51% for checking the weather, and 50% for listening to music.

“Platforms like Apple’s WatchKit and Google’s Android Wear are extending the reach of the smart watch into all areas of the digital lifestyle,” Mehta said. “These platforms will further fuel the evolution of the smart watch as a mobile device.”

In related study, Parks Associates has predicted that by the end of 2019, 60 million U.S. households will own at least one connected fitness tracker.