Apple May Ignite New Smartwatch Frenzy: Morgan
In a study of an estimated 520,000 Australians in the first four months of 2015, the company found that 2.7 per cent said they intend to buy a smartwatch in the next year.
That might not sound like much, but Morgan points out it’s about the same as the percentage (620,000, or 3.6pc) who back in 2008 – after the 2007 launch of the first Apple iPhone – said they would be likely to buy a smartphone.
Today, seven years later it’s estimated that almost 13 million Australians own a smartphone. Could smartwatches be set to follow a similar path? Morgan asks “Whether wanting an Apple Watch or a different brand, the number of smartwatch ‘early intenders’ today is close to the iPhone equivalent seven years ago,” the researcher says.
“And the age profile is also markedly similar: around 43pc of iPhone intenders in July to October 2008 were aged 14 to 24, and another 28pc were 25 to 34; among today’s smartwatch intenders, 38pc are 14-24 and 30pc are 25-34.
Adds Tim Martin, media GM at Roy Morgan Research: “With such similarities between the two items’ early intention rates and demographics of intenders, it looks like Apple could again be opening up a whole new market with its smartwatch – despite not being the first brand to hit shelves.”