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Apple Watch proving popular with users, new research finds

16 Sep 2015

The Apple Watch is proving popular amongst its owners, with new research finding the smart wearable garnering positive reactions. 

“Our latest survey shows the Apple Watch is off to a great start, with high marks in satisfaction and a strong likelihood of recommending it to others,” says Andy Golub, survey research director for 451 Research. 

“The wide range of features on the device and its frequent usage among owners pose a clear threat to health and fitness monitors and traditional watches.”

The survey, conducted by 451 Research’s ChangeWave service, focused on overall satisfaction, key likes and dislikes, and the impact Apple Watch is having on other markets. A total of 145 Apple Watch owners participated.

The survey found overall satisfaction ratings (87%) were very positive for the Apple Watch, with more than half (54%) of owners saying they’re Very Satisfied and 33% Somewhat Satisfied with their new device. 

In terms of expectations, 28% of Apple Watch owners say their new smart watch Exceeds expectations and 51% say it Meets expectations.

When Apple Watch owners were asked whether they’d recommend their new device to a friend or colleague, a robust 83% say they’re Very (55%) or Somewhat Likely (28%) to do so.

The survey found the Notifications feature (49%) is the number one thing Apple Watch owners like best about their device, followed by Health and Fitness Monitoring (41%). Aesthetics/Design (30%) was also a popular choice, according to the survey.

A total of 37% of owners say the Battery Life is Too Short, and 31% dislike its Reliance on the iPhone. Other dislikes include Lack of Waterproofing (25%), Selection of Apps (17%) and Learning Curve (17%).

Nearly half of all Apple Watch owners (46%) say they had previously planned on buying a health and fitness monitor but put that purchase on hold or cancelled it altogether now that they have an Apple Watch, the research revealed.

Another 16% say they’ve put on hold or cancelled a traditional watch purchase. 

The survey shows the Apple Watch is a clear threat to traditional watches, 451 Research states. 
A striking 85% of Apple Watch owners say they wear their device on a daily basis, and another 11% several times a week.

Before purchasing the Apple Watch, more than two-thirds (69%) say they wore a traditional watch daily (61%) or several times a week (8%). 
Since buying their Apple Watch, a majority of owners who also have a traditional watch say the Apple Watch has replaced it (82%) – “a clear sign of the negative impact it is having on the traditional watch market.”

Other key findings from the survey include:
•    Apple Watch owners were asked how often they use various features and functionalities on their smart watch. Four-in-five (79%) say they use their Apple Watch for Health and Fitness Monitoring on a daily basis. Another 63% say they Send and Receive Text Messages, while 52% Check the Weather daily.
•    The survey found Lag Time When Scrolling or Refreshing (29%) is the top problem experienced by owners.
Issues with the Sensor (19%) – the focus of several media reports in the aftermath of the Apple Watch release – ranks second. But when we asked Apple Watch owners about the extent of the sensor problem, just 4% characterise it as a Very Big Problem and 8% say it’s Somewhat of a Problem.
•    Fashion or Tech?  A total of 61% consider their Apple Watch to be a Technology Device, but just 1% think it’s a Fashion Accessory. At the same time, better than a third (36%) say Equally as Both.
 

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