Apple fanatics and wearable technophiles likely spent the early hours of Friday in a frenzy, placing online pre-orders on Apple’s first-ever smartwatch and viewing the device in-store. The Apple Watch units moved so quickly that, by 9am in most time zones, the shipping date on many watch models had been pushed back from April 24th to June.
Slice Intelligence, a U.S. commerce market research firm, measures “digital commerce, across all online retailers, at the item level.” And you’d better believe their team dug in and dissected data around the Apple Watch, the pre-order of which was available online only. (See our review of the Apple Watch in-store preview here.)
According to Slice’s estimates, around 957,000 people in the U.S. pre-ordered an Apple Watch the first day it was available for sale. From gathering e-receipt from two million online shoppers, Slice also determined that each Apple Watch buyer bought an average of 1.3 watches at $503.83 each.
Most online shoppers (62 percent) bought the Apple Watch Sport model. Interestingly, however, is that “many purchasers invested in the pricier case but the cheapest band, with more than one-third adding a Black or White Sport band. Seventy-on percent of consumers also opted for the larger 42mm watch face, which we noted was much smaller in person than expected.
About the cases of the watch face: The most popular is the Space Gray aluminum (40 percent of purchases), followed by the stainless steel (34 percent), the silver aluminum (23 percent) and the Space Black (a mere 3 percent). The top three bands, in descending order, were the Black Sport Band, the White Sport Band (both $49) and the Milanese Loop (a fancy $149).
Some other interesting data captured by Slice includes the following:
- Average spent on Apple Watch Sport was $382.83
- Average spent on Apple Watch was $707.04
- Of those who bought an Apple Watch, 72 percent purchased another Apple product in the past two years
- Apple Watch Sport buyers more often chose the 38mm watch face