957,000 people in the U.S. pre-ordered an Apple Watch on Friday, the first day the watch was available for sale, according to data released by market analysis firm Slice Intelligence over the weekend.
According to e-receipt data from a panel of two million online shoppers, each Apple Watch buyer ordered an average of 1.3 watches, spending US$503.83 per watch. Users choosing an Apple Watch Sport spent $382.83 per watch, while those opting for Apple Watch spent $707.04.
Slice Intelligence gets its data from e-receipts – not a browser, app or software installed by the end-user, so its figure measurement reveals comprehensive shopping behavior across multiple devices over time, which are critical in the omni-channel retail environment.
Apple has in recent times got a better insight into market preference for large sizes. It did it once again on Friday with its bigger case doing better than the others, after boosting market sales with its larger screen size iPhones in recent months.
When buying either the Apple Watch or the Sport edition, most buyers opted for the larger 42 mm case, with 71 percent overall selecting the larger format. Sport buyers were slightly more likely to choose the 38 mm case, with 32 percent purchasing the smaller version, compared to 24 percent of Apple Watch buyers.
The most popular type of case turned out to be Space Gray aluminum case, with 40 percent of Apple Watch buyers choosing the option, closely followed by stainless steel at 34 percent, silver aluminum at 23 percent and Space Black stainless steel garnering three percent of initial orders.
The Black Sport Band proved to be the favourite among both Apple Watch and Apple Watch Sport buyers, with 49 percent overall pre-ordering one, followed by the White Sport Band at 16 percent. Even the more expensive Milanese Loop ($149 versus $49 for the black Sport band) had takers at around 10 percent.
Another trend highlighted in the data from Slice Intelligence was that the consumer giant has amassed a loyal customer base. Among those buying an Apple Watch on Friday, 72 percent purchased either iPhone, Apple computer or iPad in the last two years, while 21 percent of them pre-ordered an iPhone 6 or iPhone 6 Plus a few months back.
Close to one-third of users bought two Apple products and 11 percent bought all three devices, in addition to their new watch.
Set to be available from Apr. 24, Apple Watch made its debut last week in the UK, Australia, Canada, China, France, Germany, Hong Kong and Japan, apart from the US. Data from the other countries is expected to be largely different, especially in China, where the consumer giant is increasingly finding massive consumer demand for its products.
Slice Intelligence also estimated that about 48,000 Macbooks were sold online, with Space Gray being a preferred option at 58 percent, followed by 36 percent of users choosing the gold version. In terms of power, the 512 GB model outsold the 256 GB model, representing a 53 percent share.
43 percent of Macbook buyers further bought an Apple Watch, while 75 percent purchased another Apple product in the past two years.
Macbook buyers were more likely than their Apple Watch-only buying associates to pre-order every Apple invention, with 26 percent having pre-ordered an iPhone 6 or iPhone 6 Plus.