Almost a million Americans bought the Apple Watch on its first day of sale, according to new market data.
And early signs show consumers are favouring the sporty, cheaper models, according to Slice Intelligence.
The company collected e-receipt data to estimate how many of the wearables were bought on the opening day of pre-orders.
Most of the 957,000 people bought the less expensive Sport model, around 62%, spending on average $382 per watch.
Those buying Apple’s first wearable are also opting for the slightly larger models, whether they bought the Apple Watch or Sport edition.
Over 71% of consumers ended up favouring the larger 42 mm case.
Around 72% of the people who bought the Apple Watch had purchased an Apple product in the past two years, and 21% had bought an iPhone 6 or 6 Plus.
With regards to colour and design, the most popular case was the Space Grey aluminium case, and the Black Sport Band was “by far the most popular” amongst those who bought the Apple Watch and Sport.
Slice used data from a panel of two million online shoppers to compile the data, and Apple have not released official figures yet.