One year in and only now getting to know Apple Watch owners

Transcrição

One year in and only now getting
to know Apple Watch owners
Wristly Insider’s Report #45 - April 18, 2016
With this report we are for the first time publishing a detailed profile of the Apple Watch
owner. We investigate where they live, their education and income and more generally what
their attitudes are towards Apple and other new tech products and services, as well as
assessing their brand preferences across a number of product categories. Today we’re also
debuting a new feature for these reports by turning the spotlight on some of our fellow “Inner
Circle” panelists.
Please note that these demographic statistics are calculated from the 1,370+ respondents of
this particular survey and will be used in some of the cohort/segment analysis later. Some of
these stats, including specifically Gender and Model distribution, are not representative of the
entire Wristly panel of 2,500+ members let alone the overall market. For instance, in our total
panel, the model distribution shows 78% owning Apple Watch sport versus the 62% reported
in this survey. We believe the 78% is representative based on comparisons we have done
with other research estimates.
© Copyright 2016 – Wristly, Inc Page 2
Highly Educated and Very Affluent
Looking at our respondents, we can state that Apple Watch owners have attained very high
levels of education and are significantly more affluent than average smartphone users for
example.
First, in terms of education level reached, more than 84% have either a college or
postgraduate degree. We note incidentally a higher level of Apple Watch owners in Europe
who have attained a PhD (51%) vs in North America (36%).
In terms of gender analysis we can observe that the women who wear an Apple Watch are
more educated than men.
In terms of household (not personal) income that we measured we can report a much higher
household income for Apple Watch owners especially in North America vs Europe - with more
than 68% of our respondents belonging to households with over $100,000 of income for
instance vs 45% in Europe.
Before we look at brand preferences across various categories of premium products, let’s
define how they relate towards new technology products and services and assess the extent
to which they are early-adopters.
Self-Declared Early Adopters
Probably the most surprising insight from this first question is that a significant 12% of the
respondents do not consider themselves new tech early adopters. Conversely, and as
expected, the Wristly panel includes a very large cohort of very early adopters with just over a
third stating they are “the first to try a new tech product”. Let’s see if this applies across a
wide set of new products and services.
First let’s look at the aggregate results from this question. We have indeed a broad range of
early adopters across a wide range of new products. 26% own a smart thermostat like Nest
and astonishingly more than half state owning the latest Apple TV (we are a bit puzzled by
this % and as we hadn’t included an option for “older Apple TV” so we assume that our panel
have combined Apple TV generations).
Not pictured in the chart above, over 7% report owning Echo from Amazon and even 4% state
having ordered (or pre-ordered) a VR system such as Oculus.
If we only look at the 36% who labelled themselves “First to purchase” we get the following
results:
-
78% of them state owning a 4K TV set
33% own an iPad Pro
20% own a Drone
10% own an Echo
So indeed the self-selection of being an early adopter correlates to ownership of multiple new
tech products. What about “new technology” consumer services?
Let’s focus on the North American numbers where most of these services originated from. A
very large 83% of the Wristly respondents aka Apple Watch owners are also subscribers of
Netflix and 69% of Amazon Prime. After these two heavy-weights, we note a significant 28%
who are HBO Now subscribers ahead of quite older Hulu Plus and ESPN reflecting potentially
its initial exclusive launch with Apple TV?
If we analyze the data by Gender we see some notable differences. For instance, 76% of
women are subscribers to Amazon Prime vs 68% of men or 24% of men are ESPN subscribers
vs 14% women. Meanwhile there are almost no differences in the Netflix attach rate at 79%
(women) vs 83% (men).
Let’s now turn our analysis to their favorite brands across multiple categories.
Apple Watch and Luxury brands
The first question we asked was to establish a benchmark on luxury across a variety of
products and brands.
The top five global preferred luxury brands were:
-
Rolls Royce cited by 36% of the respondents was largely ahead of all others (the “other
brand” option was #2 for 15% of the responses).
Rolex reached 2nd position with 13% of the vote
Hermes was number 3 with just over 8% of the vote followed by Ritz Carlton (6.5%) and
Cartier (6%)
As one would expect we can find significant differences in this ranking based on various
geographic or demographic criteria. For instance Rolex and Ritz Carlton are very North
American centric brands, while Cartier and Hermes are much stronger in Europe and Asia.
If we look at age groups, the older cohorts disproportionately voted for Rolls Royce, while the
youngest cohort scored high on their affinity to Louis Vuitton.
Looking at Gender analysis - we can see that the Jewelry brands including Cartier and Tiffany
do significantly better with the women population.
A Tesla or what else :)?
To the question: “Which of the following car manufacturers is most innovative?” unsurprisingly
Tesla rode to the very top with an astounding 71% of the vote, BMW was number 2 at just 9%
of the vote and Mercedes Benz took third position with 7% and no other manufacturer listed
reached 5%...
What about luxury watch makers?
Which of the following watch brands do you think has the strongest reputation for timepiece
craftsmanship? Was our question to the panel.
Rolex here took top honors, followed in the aggregate vote by Patek Philippe and Tag Heuer at
#3. And when we look at the responses by region, we see the Rolex dominance is less strong
in Europe where conversely Breitling is an often cited brand at #2.
And when we look at the data by income cohort - we see also strong differences. The brands
that resonate the most for those who have the highest income are much more specific to the
various niche vendors led by Patek. Meanwhile Rolex and Tag scored their lowest relative
score with the $150,000 and above household income cohort.
Sport Apparel brands?
Finally we asked about favorite sports-wear/apparel brands. Globally Nike (29%) followed by
Under Armour (24%) and then Lululemon (11%) are the three winners. Yet very distinct
differences emerge when looking at the data by region. For instance both Under Armour and
Lululemon are significantly less cited especially in Europe where Adidas is much stronger.
We will dive deeper on the analysis on brand preferences in this month's issue of Pulse of
Wristware, our monthly in-depth report for Wristly Pro subscribers. You can read about all
Wristly Pro features and benefits
here
.
With this report we are beginning a new “feature” to spotlight some of our research panelists.
As many of you know we’ve been blessed with a vibrant community with our many panelists
and it was time to turn the light back on some of you as I am sure you will inspire many other
Apple Watch owners with your own stories. To debut this feature we have chosen to feature
Mrs M, who is by far our most prolific “Bandista” to date.
M was instrumental a few weeks ago with our Bands and Accessories research -and if you
haven’t yet read it - you can read this report
here
. M resides in the United States and was kind
enough to share some of her experience with Apple Watch and Wristly. In her own words.
“I don't remember what I thought about the Apple Watch's capabilities when it was first
announced, if I was even aware of its uses. All I remember thinking was, "Wow, that's an ugly
contraption." Something about the look of the sport watch combined with the
cartoonishly-colored sport bands immediately turned me off of the device. If I had to wear
something on my wrist every day, I figured, it was going to be a fashion accessory that looked
attractive and that I could personalize to match my outfits and life.
The Apple Watch did not appear to be that
device. I wouldn't call myself a fashionista
exactly, but I take pride in my clothes and I
enjoy putting together my look each day.
But my impression of the Apple Watch
changed when Apple introduced new Sports
Watch colors late last year. I was enamored
with the rose gold watch and lavender band,
and I loved the beautiful muted shades of
the other new sports bands. I began to
learn more about the watch's functions
and I came to appreciate how the watch
might fit into my life. I loved the ease with
which a user could swap out bands, and I
was even more pleased to discover the
vibrant third-party band market that would
allow me to change the look of my watch
every day (sometimes more than once a
day) without spending $50--$250 a pop on
Apple's products.
I got my rose gold sport in December and
I haven't looked back. My band collection
is up to 33 now, and I love picking a band
to complement my outfit every morning. Plus, what girl doesn't like having new accessories to
shop for?
I've found some wonderful leather workers who make beautiful apple watch bands --- Arrow &
Board comes to mind as a great example --- and continue to find beautiful new bands to add
to my wish list.
I'm now a full Apple Watch convert and I've even come to appreciate the look, design, and
color of Apple's initial watch offerings. Having the ability to personalize the look of my watch
with bands (and being free to get those bands from retailers other than Apple) has hugely
enhanced the Apple Watch user experience for me! Kudos to Apple for the simple yet
revolutionary design that makes my band-collecting possible.
Meet Tom from the UK
Tom has been a member of the panel since the summer and recently reached out to help us
promoting the research in the UK and here are his own words on Apple Watch.
I'm Tom, 28, from the UK. I'm a competitive archer, scale model enthusiast, amateur sci-fi
writer and work in technology marketing.
I bought the Apple Watch to
see what it could do for me:
having previously been
sceptical about new Apple
devices I would later find
invaluable, this time I decided
to get ahead of the curve. For
me, the Wristly project is a
great way to uncover what this
new device can do, while taking
an active role in shaping how
the category itself is
understood and develops.
The most delightful experience
I've had with Apple Watch is
the feeling that I'm gaining
control of my health and
feeling that I will get there. It's
an empowering, indeed
life-changing device for me.
I've also been surprised at how
natural the Watch feels, I think
of it just like my old
mechanical watch, except with
more features. I suddenly
remembered what it can do
when I received a phone call in
the middle of the National Championships...
The apps I use and love most are those at the heart of the device: Activity Circles and Apple
Pay; but I also find the Watch is the most natural place to receive messages. Now I just need
to get past the social hurdles that make dictating replies to my Watch in public feel very
uncomfortable. One thing I would love to be able to do with my Watch is integrate it with my
archery training. If I could just tell Siri where my arrows had hit, perhaps with a comment on
wind conditions, with a plot of the results over time appearing on the iPhone, that would be
amazing.
I bought the Watch with a Milanese Loop and black Sport Band; I find I keep the Sport Band on
most of the time as it is flexible and far more comfortable than I expected, but I do love the
look and feel of the Milanese band. I intend to buy a dark blue Sport Band to match my
favourite Chronograph face.
If you are a member of the Wristly Inner Circle and are interested to be featured
in an upcoming report please do get in touch!
Not too long ago we featured David Walsh’s fantastic Heart
Watch app. We received numerous emails from fellow
members who downloaded it and have been enjoying it
ever since - if you haven’t yet and are curious/interested in
a meta/super visualization of your heart rate data you
should
check it out
!
In turn we will continue to highlight and suggest a new App
with each future report. We have noticed (and we’re not the
only ones) that the overall quality of several third party
apps have increased notably including their performance
with the watchOS 2.2 release of last month.
This month it is our pleasure to introduce you to Facer by
Little-Labs. First some background, how many of you wish
Apple would have given us more options to customize our
Watch faces? Also how many of you currently seldom use
the Photos capability of Apple Watch? Well, without further
ado, that’s in a nutshell what Facer offers. A very clever and
simple way to customize our Apple Watch faces using
photos. Read more about Facer and download it
here
. If
you try it please let us know how much you liked it (or not).
Levels of allegiance to Apple?
Our survey was issued right after the last new product launch event hosted by Apple. We
thought it was a good opportunity to assess how much our respondents follow news from the
company and what their reactions to the announcements were.
Essentially while it didn’t surprise us that all our respondents were aware of the event, we were
astounded to see that almost half watch the presentation live!
Also while a plurality of respondents cited the new iPhone SE as most important for Apple
long term success, almost as many cited the new Carekit and related HealthKit progress as
important. Most likely the Apple Watch population has a significant positive bias towards
health-oriented applications.
Our respondents were split when reacting to the $50 price drop for Apple Watch Sport model
with as many preferring “more people can afford one” and “Apple is clearing inventory ahead
of v2”.
Finally our last question attempted to get the collective pulse on what, if anything, Apple
Watch would displace in the overall product and technology landscape over time.
One of the most surprising insights from this question which should appease the top end
watch manufacturers is that only 19% of our respondents stated that Smartwatches
eventually would replace all classic and luxury watches. Meanwhile a broad majority of 84%
believe that we’ll be able to get rid of keys and wallets in the 5 to 10 year timeframe and fully
three quarters of the panel have high hopes for Apple Watch to become as pervasive as the
Smartphone.
~~~
If you own a “wristware” device (smart band like Fitbit or smartwatch like Apple Watch) please
consider to join our research project at
www.wristly.co
and you will receive our findings for
free.
Finally If you found this report insightful and want to access more of our research you can
register
here
for a complimentary issue of “The Pulse on Wristware”, the monthly report
included in our Wristly Pro subscription research service that further analyzes our research
data.
www.wristly.co

One year in and only now getting to know Apple Watch owners

Transcrição

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