“Apple released its first upgrade to its Apple TV last Friday, and as we have come to expect with Apple launches, the first buyers of Cupertino’s the latest gadget are its biggest fans,” Jaimee Minney reports for Slice Intelligence. “While the average person who buys an Apple product spends $788 per year on Apple gear, those who bought the latest Apple TV spent $1,161 in the same period.”
“More than 90 percent of the new Apple TV buyers are men, and the majority are between the ages of 35 and 44,” Minney reports. “While most streaming TV buyers across all brands fit this age and gender profile, on average, buyers of these devices are about 64 percent male — indicating an early adopter skew. Another clue: seven percent of new Apple TV buyers also purchased an Apple Watch, about five times the rate of the overall online shopping population, which is 1.3 percent.”
“Among those who had purchased a TV streaming device over the past two years, most of them bought an Apple TV. However, the vast majority had not bought an Apple TV, Roku, Chromecast, or Fire TV during the period,” Minney reports. “But Apple TV has not necessarily brought a new crop of buyers to this market; as Apple hasn’t introduced a major update to the AppleTV since 2011. So, anyone who bought a previous generations of the Apple TV before November 2012 would be included in this first-time buyer category.”
“Sales of TV streaming devices have been flat over the period, with sales only surging only during the holiday shopping period, as well as at times where prices have fallen; most notably when Amazon introduced the $35 Fire TV stick in November 2014 and when the Apple TV decreased in priced last March, from $99 to $70,” Minney reports. “With the addition of the new Apple TV, Apple has the largest share of the streaming TV hardware market, at 31 percent, followed closely by Amazon, at 28 percent.”
Moe info, including many charts, in the full article here.
MacDailyNews Take: Makes sense to see an early adopter skew in the first week of launch of what is, in myriad ways, a new product from Apple.