News: Blog

Will the Watch Be Apple’s First Flop?

With the Apple Watch set to hit shelves nationwide on April 24th – and with the Internet lit up with a seemingly endless amount of buzz, reviews, analysis, and predictions – the team here at Fluent wanted to find out whether Apple’s first major new product release since the iPad is going to be a hit or a flop.

We used our real-time survey technology to field a nationwide poll of 1,247 American adults (aged 18 – 65+) between April 7 – 8, 2015. Survey takers were randomly selected across Fluent’s online and mobile advertising network. The findings below are at a 99% confidence interval, with a margin of error of +/- 3.5.

  • Fewer than one in 20 American adults plan on buying an Apple Watch. Out of the entire sample, only 4.7% said they would, compared to 74.7% who were positive that they wouldn’t, and 20.6% who weren’t sure. Slightly more respondents said they would likely wait and buy a future release (6.3%). 
  • People who currently own tablets of any kind are the most likely to buy an Apple Watch. 10.6% of iPad owners said they would, followed by 7.4% of Android tablet owners, then 6.9% of iPhone owners, and 5.6% of Android smartphone owners.
  • Males are more likely to buy the Apple Watch than females. 5.9% of male respondents said they planned to buy the Apple Watch compared to just 3.8% of females.
  • Higher income households are more likely to purchase the Apple Watch. As can be expected with its hefty price tag, 8.3% of respondents earning $75,000 or more per year said they planned to buy the Watch, compared to 6.6% of those earning $50,000 – $74,999, and 3.4% of those earning less than $50,000 a year. 
  • Many Apple product owners are waiting for future releases. 14% of iPad owners and 9.3% of iPhone owners said they were planning on waiting to buy future iterations of the Apple Watch.
  • For those who do buy the Apple Watch, health monitoring is going to be its primary use (aside from telling time). When asked “what is the primary activity that you will use your Apple Watch for besides telling time?” – those who told us that they do plan to buy the watch said:
    • Health monitoring: 30.5%
    • Shopping: 18.6%
    • Gaming: 15.5%
    • Email & Chat: 13.5%
    • Entertainment: 8.4%
    • Other: 13.5%

Only time will tell whether the Apple Watch is an actual success or failure, but with only two weeks left before it becomes available to the mass public, and some early reviewers noting that, “unlike previous breakthrough Apple products, the Watch’s software requires a learning curve that may deter some people,” – there’s a chance that the Apple Watch could be the first Apple product in over a decade that won’t become an overnight sensation.

For more research and insights from Fluent, visit

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