CIRP: One in five Apple customers owns an Apple Watch

One in four owns an Apple TV, according to a survey by the Consumer Intelligence Research Partners that landed on my desktop Monday.

From CIRP co-founder Mike Levin:

Apple TV is the most popular of the gadgets among the Other Products, with about one-quarter of current customers owning one. Apple TV has been around for many years, so we’re not surprised that it has achieved this penetration. Apple Watch has become almost as prevalent, after only a few years of availability. AirPods and HomePod show measurable, if lower penetration rates. AirPods is now one of the leading Bluetooth headsets among Apple customers, but HomePod trails both Amazon Echo and Google Home, even among Apple customers. Overall, the various products in the Other Products segment have varying penetration into the installed base, reflecting differences in how long they have been available, and the kind of competition in each segment.

Apple Watch TV CIRP

Methodology: CIRP based its findings on a survey of 500 Apple customers who purchased an iPhone, iPad or Mac in the U.S. between July and September 2019.

My take: AirPods have room to grow. Even more room than they had last year, if you can believe it.

4 Comments

  1. Gregg Thurman said:

    Apple TV is the most popular of the gadgets among the Other Products, with about one-quarter of current customers owning one

    There’s your potential penetration rate among Apple’s installed device base for Apple TV+

    What say ye? Five years – 300 million subscribers?

    If that becomes reality, in 5 years Services will be the tail that wags the dog.

    3
    November 4, 2019

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