The Apple Watch — What Makes Consumers Tick

The Apple Watch unveiling on September 9, 2014 left consumers and industry analysts with more questions than answers. Debate ensued — and continues to unfold — as individuals strive to shed light on current unknowns. For example, after the sluggish sales of smartwatch predecessors such as the Samsung Galaxy Gear and Sony SmartWatch, what does the actual market opportunity look like for Apple's wrist-based wearable? How are consumers responding to the device and why? How will individuals' perceptions of the technology motivate them to make a purchase? And which type of consumer is most receptive to this device?

This Webinar leverages Forrester's Technographics 360 multimethodology research approach to answer these questions. Our analysis of survey, qualitative, and social listening data pieces together a comprehensive, 360-degree view of the Apple Watch consumer market — where opportunities and challenges to Apple Watch adoption lie, and what the device means to consumers.

Agenda:

• First, we provide background on consumers' growing interest in wearable devices, and how relevant attitudes and behaviors of current Apple owners are unique.
• Then, by synthesizing various types of qualitative data, including insights from our market research online community and social listening platform, we distill the challenges and opportunities that exist for Apple Watch uptake, considering consumer adoption patterns.
• Finally, we close with "What It Means."

Key takeaways:

• Consumer interest in wearables is growing — particularly among those already part of the Apple ecosystem. Given current behaviors and attitudes, certain consumers demonstrate a readiness to adopt and use the Apple Watch.
• An early assessment of consumer sentiment indicates that psychological barriers exist to Apple Watch adoption. However, according to behavioral trends, recent history, and industry expertise, certain experiences will drive Apple Watch uptake.
• A multimethodological research approach, leveraging quantitative and qualitative data sources, yields dynamic insight that is essential to understanding consumer technology adoption behavior.