As many as 44% of 18 - 34 year-olds (millenials in marketing speak) own a smartwatch compared to 23% of over 35s, according to a study from ad tech company Fluent.
The study, which surveyed 3,000 people, also found that the 18 - 34 group was twice as likely to own an Apple Watch - 13% versus 6% of over 35s. Plus it was more loyal to Apple in other categories like iPhones, iPads and Macs too.
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There's also a difference in concerns about privacy. The older you are, the more concerned you will be about digital privacy. So, 74% of the over 35s were worried about this pressing wearable tech issue versus 62% of the younger group.
None of this is particularly surprising but it's interesting for what it means for smartwatches. Baby boomers, for instance, are more than happy to rock iPhones but it seems that they are less interested in wearing an Apple Watch, at least up until now.
We're still expecting an Apple Watch 2 launch in September so we're intrigued to see if Apple doubles down on the young/elite marketing or tries to make its next smartwatch more of an everyman gadget like the iPhone. Because 10 million a year is good but 70 million a quarter is better.