Two things jumped out at me in the report to clients issued Wednesday by Morgan Stanley’s Katy Huberty. Based on AlphaWise surveys conducted in December and after the March 9 Apple Watch keynote:
- The percentage of American who said they “definitely would not buy” a smartwatch fell from 36% in December to 19% in March.
- Apple Watch purchase intention more than doubled, from 3% to 6.6%, and increased among iPhone owners from 9% to 14.6%
“Although Apple Watch purchase intention share fell in the latest survey,” Huberty writes, “the increased overall desire to purchase wearables meant U.S. demand increased, to 15 million Watches… compared to 9 million demand based on our December 2014 survey.”