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For Customer Insights Professionals

The Apple Watch: What Makes Consumers Tick?

A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

November 20, 2014

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Why Read This Report

The unveiling of the Apple Watch on September 9, 2014 left consumers and industry analysts with more questions than answers. For example, after the sluggish sales of smartwatch predecessors, such as the Samsung Galaxy Gear and Sony SmartWatch, what is the actual market opportunity for Apple's wrist-based wearable? How are consumers responding to the device and why? Will consumers' perceptions of the technology motivate them to make a purchase? And what type of consumer is most receptive to this device? This report 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 — including its opportunities and challenges and what the device means to consumers.

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Table of Contents

  • Current Apple Owners Show More Interest In Wearable Devices
  • But Apple Has To Overcome Certain Prepurchase Reservations
  • Excitement Sparks Early Adoption; Experience Drives General Uptake
  • Supplemental Material
  • Related Research Documents

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