According to Gartner, wearable fitness and personal health devices are on the rise in popularity. Despite the fact that many prominent wearable devices have hit the market in the past year, there is a surprising lack of apps. And without an associated app, there is little reason to buy a wearable device. Technology providers will need to consider how to better market to consumers and stand out in a marketplace crowded with competitors. And what better way to reach consumers than where they already spend most of their time, in apps. In fact, one in two millennials said they would be strongly motivated to wearables if it “has apps/features that reward those who frequently use it,” according to PWC.