Why would Apple introduce a sexy new smartwatch in an age when we're seeing fewer and fewer people actually wearing watches? Especially among younger people?
Piper Jaffray analyst Gene Munster says that teen reception to an Apple Watch is "tepid" — lukewarm, without enthusiasm. According to a Piper Jaffray survey of 7,200 teenagers, only 7% already own some sort of smartwatch, and a scant 16% are actually interested in buying Apple's take on a watch. However, the survey also found that Apple is the most popular consumer electronics brand among teens — they love their iPhones (67% of them have one), and 73% of those without one say the iPhone will be their next device.
It's long-known that teenagers are a vitally important demographic who exert massive influence over the market whether they realize it or not. If a company can win over teens, they can carry longer-term success in the future.
"The concept of wearing a watch for teenagers is foreign — and I think that’s part of what is reflected in that response," Munster told Recode. "The second piece is, it’s still something that people need to hear more about, beyond what Apple has to say about it, before people get interested in it." Part of the survey was conducted during a time before any details of Apple's watch were made public, so there's a chance that some of these numbers were fueled by what was, at the time, speculation.
Data from 2011 says that 58.7% of 16-34 year olds use a phone as their primary time-telling device. Heck, 8.1% of people who are wearing a watch still check their phones as their primary means of telling time.
“The teens are taking a wait-and-see approach to it,” Munster said.
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