Qualitative study of Apple Watch users shows enthusiasm is cooling
Apple Watch usage is dropping off as the novelty factors fades away, according to a qualitative study by MBLM, a â€œbrand intimacy agencyâ€, reports Luke Dormehl in Cult of Mac. While Appleâ€™s wearable has found a place in many ownersâ€™ gadget ecosystems, the device is still viewed as distinctly nonessential.
The MBLM ethnography study is a year-long examination of 11 Apple Watch users aged 13 to 65 years. Overall, findings comprise approximately 1,500 open-ended responses and 45 hours of video footage.
- The watch is one of several devices in our panel membersâ€™ daily lives.
- Compared to other Apple devices, the watch is nonessential.
- Unsure of when it will improve, users default to the obvious: itâ€™s a watch.
- A major limitation is the watch is an appendage to the iPhone.
- It is constantly compared to the iPhone and generally fares poorly.
- There are doubts about the watchâ€™s usefulness and significance as a game-changing wearable.
- Participants feel constrained with the watch until significant updates; users are withdrawing.
- This appears more situational than a long-term statement about the watch.
- Core functions must work better or more easily.
- Siri is the biggest of many issues around responsiveness that frustrate users and create unnecessary friction.