The latest numbers from Slice Intelligence indicate that the demographics of Apple Watch are evolving, as women are adding Apple's latest gadget to their wrists in increasing numbers; culminating in December, when 46 percent of Apple Watch revenue was generated by women, compared to only 17 percent at launch.
The case for rose gold and new band colors
In September, Apple announced a rose gold Apple Watch, as well as new sport hands with a noticeably feminine hue, including: lavender, rose, a more muted dark blue, and soft neutrals, to the Apple Watch line-up. The new colors account for nearly a quarter of all bands bought since September, and the lavender band is the most popular (12 percent), followed by midnight blue (seven percent), and stone (three percent). The new rose gold cases comprised 16 percent of Apple Watch sales in the period.
Santa was watching this Holiday season
It was a strong holiday season for the Apple Watch. After online sales dipped over the summer, they began to recover into the fall and climbed rapidly through the holiday season, at an average monthly growth rate of 67 percent from October to December. November sales were especially strong for rival Fitbit, which nearly matched Apple Watch in online sales revenue. As the Holiday shopping season progressed, Fitbit sales plateaued, and Apple Watch sales took off in December, when about seven percent of online Apple Watch sales occurred. While strong, December sales were only 27 percent of their highest levels at launch, when 25 percent of online Apple Watch revenue was captured.
About this data
With a panel of over 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.
Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.
Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.