If you’re a millennial who currently owns a first-generation Apple Watch, (and you know who you are), you were more likely than many to pre-order an Apple Watch Series 2. OK, it’s not quite that simple, but summaries. Ya know?
Slice Intelligence – which drew data from a panel of online shoppers who pre-ordered an Apple Watch Series 2 from September 9-12 – reports nearly one-third of those customers had previously purchased a first-generation Apple Watch. This is an important statistic, as it shows a strong brand loyalty for the Apple Watch, which can often lead to a tech product like the Watch gaining widespread consumer acceptance.
Millennials took over from Generation-X buyers to become the largest pre-ordering group over the same four-day sampling period, accounting for 39% of all pre-orders. Gen-X buyers made up the largest demographic group pre-ordering the first-gen Apple Watch model last year.
Series 2 pre-order were still made mostly by men. However, the Series 2 model saw a 6% increase in the number of women buyers, compared to last year’s model. Women accounted for 26% of all pre-orders, up from 20% for the original Watch.
The larger 42mm version again was the most popular size option for Apple’s wearable, with over 66% of buyers preferring the larger unit over the 38mm option.
Diving a bit deeper into Slice Intelligence’s figures, 69.8% of buyers went for the Sport Band, and 54.2% of those customers chose black as their band color. Buyers of woven nylon bands also went for black, with 46.2% of nylon band buyers opting for the color. Those numbers mirror those of last year’s pre-orders.