New research has revealed that wearable fitness devices may be on everybody's wishlist this holiday season.

The study conducted by NPD showed that the consumer awareness of wearable fitness devices in the United States has more than doubled in just less than a year, with 70 percent penetration by the end of July compared to only 30 percent in November 2013.

This growing awareness will likely lead to more sales in the fledgling sector, according to NPD.

"Activity trackers are going to be a hot-selling item this holiday season," said NPD Connected Intelligence vice president Eddie Hold.

Hold added that sales of the devices will be bolstered by the introduction of new wearable fitness products and the lower prices that come as the technology is further developed and refined.

There are already several companies that have released wearable fitness devices, including Nike, Jawbone and Samsung. The gadgets that are being released into the market all have varying features between them, but the primary functions focus on tracking the user's distance, nutritional intake and sleep patterns.

Of NPD's respondents in the U.S., 10 percent already own a fitness tracker, which is double last year's number.

The increased ownership of fitness trackers has also led to more success for health and fitness mobile apps which, according to NPD, saw a significant increase in usage over the past year.

Among the respondents, 25 percent have used a fitness app at least once and 17 percent have used such an app at least once in the previous three months.

Not everything about the study was positive news for the wearable fitness device market, however. NPD also found that despite the fact that consumers have become more willing to purchase more of these gadgets, 40 percent of the consumers that have already acquired one have already stopped using and wearing the gadget.

The recently released Microsoft Band could be one of the major players in the holiday shopping season. The cross-platform Microsoft Band is the first wearable device for the company, and is developed as a hybrid between a fitness tracker and a smart watch that doesn't look to replace the user's wristwatch.

The Microsoft Band will be sold for $200. Apple's upcoming Apple Watch will be sold for at least $350 but will not make it in time for the holidays.

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