Satisfaction of the users, that metric that usually publish Apple to highlight their products over the competition. The same as Tim Cook used in conferences of shareholders rather than focus on revenue and units sold. Whether it’s the successful iPhone as if it is “deflated” iPad. There are several occasions in which Apple said that for them the important thing is the satisfaction that generate their products.
Apple Watch was born almost three months ago and just a few weeks have passed since its launch in countries such as Spain or Mexico. The fact that this is a new category for Apple and be the first generation has raised much interest on their performance in the market. Although surely Apple has its own studies on satisfaction of this product, a company has just published the first of its kind.
It’s Wristly, a newly formed company that defines itself as “the largest platform independent research on Apple Watch”. Before take a look at their latest study and because of the care with which it is necessary to analyze estimates of sales of Apple Watch, you have to look at their methodology and shows.
Who are part of the Wristly panel?
First of all, I must say that I know this project since its inception. I remember how exactly, but one day I saw it on Twitter and decided to give me high. I thought it was an interesting study and who promised to share useful information about Apple Watch. They send surveys every 10 days, with a handful of questions and most importantly, sharing the results of the previous.
For its most recent study, Wristly says that It has received the responses of 800 participants a total of more than 1,000 that are part of his “inner circle”, as they call them as well. Your sample is several times larger than others we have seen in the past, and the number of users are more than enough from the statistical point of view to draw conclusions, but what kinds of users are?
Honestly, so far I thought that participants of the studies of Wristly would tend to be early adopters and techies as a server, people very interested in the technology and away from the general user. If so, the results of any studies of this company would have to take them very carefully and not extrapolate to the general market.
However, the image above shows that Wristly panel is composed by a very varied audience (the study date is July 14-19):
- 9% are in charge of developing apps or your marketing.
- 4% are journalists or investors.
- 34% are “tech insiders” or people related to the technology industry in some way.
- 53% are users not technological, i.e., non-technological world that love so much many.
It is this latter group that draws attention. It can be said that more than half of the sample are not techies and nevertheless acquired a Apple Watch. So your conclusions may be closer to reality.
Wristly and the level of satisfaction of the Apple Watch
As it can be seen, Apple Watch among the surveyed users satisfaction is high. In particular, the results are:
- 66% are very satisfied or delighted.
- 31% are somewhat satisfied.
- 2% neither satisfied nor dissatisfied.
- 1%-somewhat dissatisfied.
- 0% very dissatisfied (does not appear on the graph, but I’ve confirmed it with Wristly).
I.e., that if we add the two first groups would get the surprising percentage of a 97% satisfaction with Apple Watch. The absence of “very dissatisfied” users can be understood this way: If that is your opinion would have returned or sold Apple Watch.
It is also interesting to see how contrasts the level of satisfaction among different types of users. The study says that those happier with Apple watch are those users that is alien to the world of technology. I think that the explanation is that this type of users they are approaching the product without any preconceived ideas and simply leave that Apple Watch fits into their lives in a natural way.
From my personal experience, this is the best way to understand a wearable. You must not judge him by the use we give but by the comfort and convenience provided to us. The early adopters are too focused on the “what can I do with this technological product” and to analyze it from the point of view of use which give the iPhone, while a general user is an approximation of the kind “what can make this device for me”.
You must also keep in mind that the expectations of each group are different. A developer of apps can be to wait to be able to do more things with Apple Watch which can really be. Something that will change this fall with watchOS 2 and its native apps.
Finally, we have this comparison of satisfaction of users during the launch of the iPad and iPhone first generation. The data are from ChangeWave, resulting:
- 91% of iPad users were satisfied, a sample of 153 people.
- 92% of the original iPhone users were satisfied, of an unknown sample.
- 97% of the users of the Apple Watch are satisfied, a sample of 800 people.
As always happens with studies, never cease to be an attempt to move closer to reality. The exact details are probably known by Apple and not have to be the same. Until the company decides to give its own figures, the study of Wristly is the best approach we have at the moment.
The company has published a detailed report on their findings which discusses most things apart from the satisfaction of the user. If you are interested, you can access it at the following link.
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