First Apple Watch Data: One Just Isn’t Enough

For gadget geeks around the globe, Friday was a sort of holiday: the launch of the much-anticipated Apple Watch. Despite ho-hum reviews, even by some of the most ardent Apple fans, Slice Intelligence estimates that 957,000 people in the U.S. pre-ordered an Apple Watch on Friday, the first day the watch was available for sale. According to ereceipt data from a panel of two million online shoppers, each Apple Watch buyer ordered an average of 1.3 watches, spending $503.83 per watch. Those ordering an Apple Watch Sport spent $382.83 per watch and those ordering the Apple Watch spent $707.04.

Among those buying an Apple Watch, 72 percent purchased an Apple product in the past two years (iPhone, Apple computer or iPad), and 21 percent of them pre-ordered an iPhone 6 or iPhone 6 Plus mere months ago. Nearly one-third purchased two Apple products and 11 percent bought all three devices, in addition to their new watch.

As expected,  most consumers–62 percent– purchased the less-expensive Sport model. However,  many Apple Watch buyers invested in the pricier case but the cheapest band, with more than one third adding a black or white Sport band.

All About That Case: Bigger Is Better

Whether they bought an Apple Watch or the Sport edition, most consumers opted for the larger 42 mm case, with 71 percent overall selecting the larger format. Sport buyers were slightly more likely to choose the 38 mm case, with 32 percent purchasing the smaller version, versus 24 percent of Apple Watch buyers.

Space Black Cases Fall Flat; But Down-to-Earth Black Sports Bands Win the Day

The most popular type of case is the Space Gray aluminum case, with 40 percent of Apple Watch buyers choosing the option, followed by: stainless steel at 34 percent, silver aluminum at 23 percent and finally Space Black stainless steel at three percent.

The Black Sport Band was by far the most popular among both Apple Watch and Apple Watch Sport buyers, with 49 percent overall pre-ordering one, followed by the White Sport Band at 16 percent and the more expensive Milanese Loop ($149 versus $49 for the black Sport band) rounding out the top three at around 10 percent. Here’s how they break down:

The Macbook: Online Buyers Go Slim in Stature; Big on Power

The other, smaller story coming from Apple on Friday was the availability of the super slim Macbook, available in three colors: gold, Space Gray and silver. According to Slice Intelligence estimates, about 48,000 Macbooks were sold online, and Space Gray was the most popular color, followed by gold, at 58 percent and 36 percent, respectively. In terms of power, the 512 GB model outsold the 256 GB model, representing a 53 percent share.

Interestingly, 43 percent of Macbook buyers also bought an Apple Watch, and 75 percent purchased another Apple product in the past two years. Macbook buyers were more likely than their Apple Watch-only buying brethren to preorder every Apple invention, with 26 percent having pre-ordered an iPhone 6 or iPhone 6 Plus.


About This Data

With a panel of more than 2 million online shoppers, Slice Intelligence offers the most detailed and precise digital commerce data available, reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, over time. This retailer-independent methodology accurately measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.

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594 thoughts on “First Apple Watch Data: One Just Isn’t Enough

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