Most people in the U.S. who own wearable tech get bored of it.

As evidenced by Nike’s recent decision to wind down its FuelBand group, wearable tech is a category still working itself out. Consumer enthusiasm has seemed somewhat weak. A study in the U.S. and U.K. by CCS Insights found that “a significant proportion” of wearable device owners stopped using them, largely due to boredom or lack of functionality. But a Q1 study of Internet users age 16 to 64 by GlobalWebIndex finds that consumer interest varies significantly around the world. North Americans and Europeans are the least likely to say they have used wearable tech or are interested in doing so in the future, while Latin America and Asia Pacific scores highest. Men are significantly more enthused than women.

For the most part, it’s as yet unclear how or why people will integrate wearables into their lives—but they will eventually, as the technology and design evolve, and a killer app is created. “Wearable tech is not a niche play; it’s a broad, industrywide phenomenon impacting everything,” Michael Becker, managing director of the Mobile Marketing Association, told Adweek in January. “It’s critical marketers and brands realize that we’re at the first embryonic stage.”