The Apple Watch: What Makes Consumers Tick?

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.