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BizReport : Trends & Ideas archives : March 10, 2015

1 in 10 Brits plan to purchase Apple Watch

Millions of Brits plan to buy an Apple smartwatch, according to new research by app creation firm Conjure, with purchase considerations headed up by the device's fashionability and battery life.

by Helen Leggatt

A survey of 2,000 British adults conducted by OnePoll for Conjure, found that one in ten plan to buy an Apple Watch which could equate to 8.3 million being sold in the U.K.

Conjure also asked respondents what it was that would attract them to the device. Almost 13% said fashionability of the smartwatch would impact their decision to purchase while 12.45% said battery life of a week or longer would be their main reason for buying a smartwatch.

The functions that British buyers of the Apple Watch think they will find most useful are:

- Telling the time (49.05%);
- Reviewing text messages without the need to take smartphone out of pocket (27.4%);
- Navigation (26.1%);
- Alerts for appointments (21.55%);
- Making and receiving phone calls (19.7%);
- Tracking exercise/movements (18.7%);
- Checking the weather (16.85%).

Respondents were less keen on using the smartwatch as a camera (13.65%), interacting with other smart devices (10.10%) and ticketing (9.7%).

"Our data suggests that the 'Apple factor' will make today's launch the tipping point for the smartwatch market. 8.3m Brits believe they would buy a smartwatch made by Apple - if even half that number actually end up buying a device the product will be hailed as a success in the UK." said Sam Clark, MD of Conjure. "At the moment, brands with smartwatch apps appear cool and aspirational to consumers - but that 'smartwatch effect' is only going to be a short-term thing. In the long-term, brands need apps that complement the limited size and functionality of wrist-borne devices - and make the most of their potential for delivering contextually relevant notifications."

Image via Shutterstock

Tags: Apple, mobile, smartwatch, trends

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