In a survey of owners of the Apple Watch conducted last July, some 97% of respondents said that they were satisfied with the watch. But if you had paid north of $350 for Apple Inc.’s (NASDAQ: AAPL) smartwatch, wouldn’t you like it too?
Wearables research firm Wristly may have found a way around the positive bias that is natural to buyers of relatively expensive products. The company asked in a weekly survey whether respondents “personally know” anyone who was not satisfied with Apple Watch and had stopped wearing it. A total of 12% of 1,100 respondents said they did: 8% knew one such person and 4% knew more than one.
The Wristly researchers then sent a questionnaire to those dissatisfied Apple Watch customers asking for details. When asked to tick off their responses to a dozen questions as either relevant, somewhat relevant or extremely relevant, 63% replied that it was extremely relevant that they did not find enough value in the Apple Watch, 47% said they thought its feature set was too limited, 37% said it was too slow, 36% said the battery did not last long enough and 30% were annoyed by having to tilt the watch to check the time.
When you add in the respondents who said that these issues were somewhat relevant, 89% said they did not find enough value in the watch, 80% thought the feature set was too limited, 67% thought the watch was too slow, 59% thought that battery life was not long enough and 63% disliked the tilt requirement.
Other interesting responses:
- 17% decided “within days” that they didn’t like the Apple Watch; 28% made the decision within two weeks; 55% took more than two weeks
- 65% tossed the Apple Watch “in a drawer somewhere”; 18% sold it; 12% returned it to Apple; 5% gave it to a family member or friend
The sample size was around 330 for the dissatisfaction survey, and because Wristly had no way of verifying that a person had actually owned an Apple Watch, the company said it “relied on basic data scrubbing to prevent contributions of a spammy nature.” The dissatisfaction questionnaire is available here, and here is the full Wristly report.
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