Even before the reviews started hitting the press, Bizrate Insights, a division of Connexity, in a survey of over 6,000 most online buyers, found sight-unseen interest in getting the new wrist-worn mini-computer. About 5% of online buyers said they wanted to buy the watch now, 22% said they were interested.
“While the Apple Watch is a new product for Apple in a relatively new category for consumers, there is already a good level of interest among online buyers…in particular among the younger generations.” says Hayley Silver, Vice President of Bizrate Insights. “Given that those consumers who are most interested already have an iPhone, this product may serve to retain Apple customers more than attract a lot of new ones.”
“The most interested customers’ profile is someone who already uses an iPhone, is an adult under the age of 50, and more likely male (though there will be plenty of women in line). An interesting point of polarization appears from those online buyers who did some level of research and concluded that they don’t need the Apple Watch at this point in time,” Ms Silver adds. “These respondents are also more likely to be an iPhone owner and an adult under the age of 35, or Generation Y.”
14% of online buyers responded the price of the Apple Watch is a sensitive issue. Only about 2% said they will get one no matter what and 4% said they will wait for V2.0 before buying the watch.
Strong interest rests in 5% of online buyers, who said they want to buy this watch, though some are wary about the lines that may await them to purchase it.
- Drilling down by operating system, the percentage that wants to buy it is 8% for iPhone owners and 2% for Android phone owners.
- Generationally, the percentage of would-be buyers is 7% of each Generation Y and Generation X.
- Not surprisingly for a new technology product, the majority of online buyers (57%) said they are not interested in the Apple Watch, with 69% of Seniors expressing disinterest.
Additionally, the product is so new that 8% of online buyers don’t know what the Apple Watch is, mostly fueled by cell phone owners using an operating system other than iOS.
Methodology: The Bizrate Insights Apple Watch Study was conducted via the Bizrate survey platform and offered to online buyers immediately after purchasing from the Bizrate Network of over 5,000 e-commerce retailers in the US and Canada. Data was collected from 6,020 online buyers from March 25 – April 1, 2015.
Bizrate Insights‘ omni-device buyer and abandonment surveys enlighten 6,000+ retailers worldwide about the consumer experience on their site and their competitors’ sites. More than 27 million Bizrate surveys are submitted annually worldwide and overall ratings are syndicated to sites like Google, Yahoo and Bing to promote retailer reputations.