The AVC Apple Watch Survey Results

I’ve gotten a lot of requests to share the results of the Apple Watch Survey I ran yesterday. I haven’t had time to do a lot of analysis on the results which I will do and follow up with another post. But here are some quick stats. These numbers are for the AVC readership. I did not tweet the survey out and it didn’t get shared much so I feel that it really is representative of the AVC community and not the broader Internet universe. There have been 1,827 replies so far.

Likely to Buy – 26%
Might Buy – 22%
Unlikely to Buy – 52%

These numbers were very consistent by operating system (iOS, Android, other), geography, sex, and age.

There were a few differences to note though; The youngest cohort (24 and under) was 7% less likely to buy 19% vs 26%. That was the only cohort where that was the case.

iOS users did not differ from Android users except that they had a much higher propensity to preorder vs waiting for it to arrive in the store.

We could read these numbers many ways. We could say if Apple sells watches to 26% of iPhone users they will have a huge hit on their hands. But I don’t think we can extrapolate from the AVC community to the broader market. This is a geeky early adopted crowd.

We could note that there are almost as many people in the maybe category as the yes category. Apple has a huge opportunity to convince people over time to get a watch. I think how the maybe crowd breaks over the next year will be the single most important thing to watch in the watch category (pun intended).

Finally its quite interesting to note the relative apathy among the youngsters. We also saw them making fun of the watch in the comments. I see the same thing with my kids and their friends who are in the 18-24 crowd. It makes me wonder if the youth culture is mystified when it comes to watches or weather this is just a money thing. Maybe they see the price tag differently than older people with more disposable income.

In any case, its clear that Apple is going to sell a lot of version 1.0 watches. There is real interest and demand out there. Whether we will all be wearing them in six months is another question. We will ask that as year end approaches.