Wearable technology is the hot topic right now, and given the significance of Black Friday, Cyber Monday, and the kick-off to holiday shopping, it’s no surprise that these devices did well in November. As an Apple Watch owner, I wanted to dig a little deeper into how the watch fared for the month of November.
I started out by looking into the demographic breakdown within these sites – how do the shoppers differ across Amazon.com and Apple.com? Below is a breakdown of age and income brackets for visitors to each site for the month of November:
To no surprise, visitors between the ages of 25-34 were the largest group for both sites, but interestingly enough, visitors 65 and older represented almost 10% of the total visitors hitting the Apple Watch landing pages or searching specifically for the watch on-site. Overall, almost 70% of visitors to both sites fell under the age of 45, and nearly 65% of the total group’s annual income is greater than $60,000.
When looking at Compete PRO’s Keyword Data for “Apple Watch” from 10/1/15 through 12/30/15, we can see that both of the sites in our segment finished in the top 3 site destinations list. Apple.com absorbed 23.9% of traffic, while Amazon.com absorbed 3.6%. What’s also interesting is that Amazon.com accounted for 4.57% of paid share for Apple Watch keywords, while Apple.com only accounted for 3.02%.
Noting the abundance of tech news, blog, and review sites in our keyword destinations list, consumers are clearly doing their research, and are more likely to purchase their watches directly through Apple rather than other ecommerce sites. At quick glance through the each of the Apple Watch landing pages across both sites, it’s apparent that Apple.com provides much more detailed product information – perhaps this is exactly what consumers are looking for before making their first jump into the wearables world or upgrading their current gear.
However, when thinking about ease of purchase, Amazon.com may be the best candidate for consumers – Prime account holders can easily purchase an Apple Watch and various accessories to be delivered with just a few clicks. For that reason, I further investigated Amazon.com’s specific Apple Watch product pages, and subsequent conversions for the month of November.
The below line graph outlines the daily percentage of total Apple Watch sales on Amazon.com for the month of November:
42% of November Apple Watch Sales occurred from 11/26 through 11/30, which is inclusive of Black Friday & Cyber Monday (notice the two largest spikes). We also noticed that almost 14.5% their total Apple Watch sales for the month came on Thanksgiving alone. With Black Friday sales starting earlier and earlier every year, perhaps consumers are getting in the shopping mood well before the traditional “midnight shopping” outing on Black Friday.
With wearables growing in popularity in 2016, we will continue to keep an eye on these trends as more and more competitors enter the space. Stay tuned for a follow-up post that will take a deeper look into December data to determine when the most popular shopping days were leading up to the holidays. With companies pushing the envelope by guaranteeing delivery before Christmas, how many people were last-second shoppers? I know I was.
Brian is currently the Digital Marketing Associate at Millward Brown Digital. He is a graduate of Wake Forest University, where he achieved his B.S. in Business & Enterprise Management. Outside of work, Brian is a die-hard Boston sports fan, guitar player, and a Pop-Warner football coach. Feel free to connect with him on LinkedIn.