Once the novelty wears off, people abandon their health wearable devices, many of which require regular syncing, powering up and other steps needed to keep them running. Only 10% of 1,000 U.S. consumers surveyed who own wearables wear their devices every day -- 7% wear them a few times a week and 2% wear them a few times a month. That was one of the key findings of a PricewaterhouseCoopers survey released last week. PwC also released a study on the future of wearables, indicating that wearable technology is the next big thing, even if it hasn't quite yet caught on. "Businesses need to have a game plan in place to act on the competitive opportunity, while taking note of the challenges,” PwC said. "The rise of wearable devices will create new means for marketing, including smarter, more robust customer data collection, and stronger insights into user interaction." Another finding: Consumers do not want to share wearable-device-generated health information with friends and family; they do however, trust their physician with that kind of data. Forty-three percent of those surveyed said they're not comfortable sharing any information about themselves.

The survey report: "Health Wearables, Early Days," revealed consumers have privacy concerns related to the electronic devices. Only one in four users said they want to share exercise information or health information with friends and family through outlets such as social media. Even fewer want share their weight (15%), sleep schedule (12%), medicine intake (12%) or diet information (14%). "If you are going to build a great solution, you have to meet the consumer where they are," Lee Shapiro, managing partner at venture capital firm 7wire Ventures, told PwC