ACCENT Marketing Services Research Shows 4 of 5 Wearable Customers Not Interested in Watch; Half Think Watch Will Be Hard to UseJEFFERSONVILLE, Ind., March 9, 2015 — (PRNewswire) — ACCENT Marketing today released insights on consumer attitudes about the Apple watch ahead of its launch this week.
Results were part of a broader ACCENT study, set to be released next month, that captured consumer impressions of the Apple watch, among other wearable technologies.
Even though Apple has shared few details about the upcoming product, consumers interested in wearable technology have already started to form opinions whether they think they will buy one or whether they like some of the watch's features.
"We were interested that wearable technology consumers would form strong opinions about a new technology introductions, specifically the Apple watch, prior to its availability," stated John Hoholik, chief engagement and solution officer for ACCENT Marketing. "Our data shows that brand and product engagement can positively or negatively influence purchase decisions even long before a product is in market.
"It reinforces that companies need to offer and deliver an omni-channel engagement strategy early and often to build long-lasting relationships, as soon as consumers are exposed to a product, even a concept, all through the purchase cycle," he continued.
The responses around the Apple watch are part of a much larger research study on wearable technology and products that ACCENT is releasing in April. But with the Apple watch debuting in March and in stores in April, the consumer findings – taken from polling 1,000 consumers who own or plan to buy wearable tech this year conducted in February – highlights consumers' impressions of the product pre-release. The survey was completed online, consisted of 20 questions and is completely anonymous.
- Four out of five wearable consumers say they do not plan to buy the Apple watch
- 54 percent of wearable consumers believe the Apple watch is an exciting use of technology
- 51 percent of wearable consumers believe the Apple watch interface will be too small to use
- Almost 40 percent (38 percent) of men say they are most excited about wearable tech watches
- Nearly two-thirds (64 percent) of wearable consumers surveyed use their wearable tech device daily
- Two out of three consumers want access to Facebook, Instagram, Twitter via wearable devices
- 75 percent of Millennials believe wearable tech devices are a new way consumer brands can engage with customers
An Infographic is available here.
About ACCENT Marketing
ACCENT, a member of the MDC Partners Network, is a leader in omni-channel customer engagement solutions for brands that need to maximize their ability to engage with consumers and influence behavior, while generating a better return on their investment across all touch points including phone, online and social media channels. For more information, please visit www.accentonline.com or @ACCENTmarketing.
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Roger Huff, ACCENT Marketing
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