Consumer awareness of Bluetooth technology at all time high
Posted by Dennis Sellers 
May 22, 2008 at 12:13pm
According to an annual survey conducted by research firm Millward Brown, global awareness of Bluetooth technology is at an all time high with 85 percent of consumers recognizing the wireless technology. This is the fifth consecutive year awareness of Bluetooth technology has climbed, according to the annual survey conducted by the research firm.
Consumers in China, Germany, Japan, Taiwan, the US and UK say they have heard of Bluetooth technology and are also overwhelmingly aware of the Bluetooth logo (68 percent) and products that use Bluetooth technology, according to Millward Brown. Products consumers noted included: mobile phones (79 percent); headsets (61 percent); and computers (56 percent).
In four out of the six countries polled, at least 60 percent of respondents claim to own a Bluetooth enabled device. Of those consumers who heard a lot about Bluetooth technology, 78 percent said they are willing to pay more for products that include the technology and 57 percent of respondents say Bluetooth technology “makes their lives easier.”
The Millward Brown study also polled consumers on their awareness of other wireless technologies and their overall impressions of wireless technology. Bluetooth technology is by far the most recognized wireless brand with an 85 percent global average compared to Wireless USB (57 percent), Wi-Fi (53 percent), IrDA (53 percent) and WiMedia UWB (16 percent).
This study polled approximately 2,500 consumers in China, Germany, Japan, Taiwan, US and the UK between the ages of 18 and 70 who make decisions within their household on mobile technology purchases. This is the fifth year the Bluetooth Special Interest Group (SIG) commissioned Millward Brown to conduct an independent study on consumer awareness, attitude and usage of Bluetooth wireless technology.
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Contributor
Dennis Sellers
Dennis has been a newspaper editor/reporter (seven years) and teacher (seven years). He has over 4,000 magazine, newspaper and online articles to his credit. He has also covered the Mac and tech industries for over a decade for such online publications as MacCentral, MacMinute and now MacsimumNews.
