Fluent: excitement for the Apple Watch has peaked

Apple is reportedly announcing the “Apple Watch 3” (shown in a fanciful mock-up by Market Exclusive) in the second half of 2017. When the Watch first hit the market in 2015, it was hailed as the next big thing - three years later does this excitement still hold? According to Fluent, the answer is no.

The people-based, performance-based marketing platform, just released its third annual Apple Watch Survey, which shows the ebb and flow of Apple Watch interest by the market since its inception. The watch has plateaued, according to Fluent. The survey shows that only current Apple Watch owners get how great of a product it is and nearly half of them don’t plan on upgrading. Non-owners view it more as an extra expense. This could cause trouble for Apple’s plans to increase the watch’s market share, according to the report. Key findings from Fluent include:

  • For U.S. consumers who have an iPhone, 15% say they own an Apple Watch.
  • Current Apple Watch owners are the most likely group to purchase an Apple Watch in the next year
  • Forty-two percent of Apple Watch owners “definitely will purchase,” followed by Apple product users at 12%, and iPhone owners at 15%.
  • While Apple Watch owners remain loyal to the product, fewer plan to upgrade their model.
  • Nearly half (49%) do plan to upgrade to the next edition, a decrease from last year’s 62%.
  • Consumers who do not currently own any type of a smartwatch are not as keen to adopt the trend.
  • Only 5% say that they “definitely will purchase” an Apple watch in the next year, with high cost and belief that the device is not useful being the main barriers.
  • While Apple Watch owners remain loyal to the product, fewer plan to upgrade their model.
  • Nearly half (49%) do plan to upgrade to the next edition, a decrease from last year’s 62%.