Apple Watch is being occasionalized, used less and less as its novelty wears off, according to MBLM, the Brand Intimacy Agency focused on strategy, design, creative and technology. The agency today released the third set of findings from its four-part Ethnography Study focused on users of Apple Watch, which also revealed that the limitations of the watch coupled with the lack of improvements have negatively impacted its users’ perspectives.
“It’s surprising that even when we forced our panel to separate from the watch for an extended period, most of them didn’t miss the device,” stated Mario Natarelli, MBLM’s managing partner. “We have seen our panel change its behaviors and attitudes over the past six months and identified a clear sense of the limitations, barriers and opportunities wearable technology is creating.”
MBLM found several major themes in the study:
Additionally, MBLM believes that the marketplace has also not caught up with what the Apple Watch can offer, making it less useful. The lag with retail, travel and hospitality companies accommodating the watch for payment, access or other wallet features has continued to negatively impact its penetration and popularity.
This ethnography study is a year-long examination Apple Watch users aged 13 to 65 years. Overall, findings comprise approximately 1,500 open-ended responses and 45 hours of video footage. In this six- month review period, MBLM surveyed the panel twice, once immediately after forcing a separation from their watch for a week and then detail what they discovered and conducted on-camera interviews. In this one of a kind study, MBLM continues to track and analyze the same group’s use of the watch with the goal to understand how the consumer/brand relationship evolves over time and how technology is changing people’s behavior.
For more information on the study, please visit: mblm.com/apple