Global Awarenss of Bluetooth at All Time High, Says Milward Brown

By Editor Wireless and Mobile News on May 23, 2008 11:00 AM

The Bluetooth Special Interest Group (SIG) has more to celebrate this week than just the 10th anniversary of its launch. 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 research firm Millward Brown.

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. Products consumers noted included:
•    Mobile phones (79 percent)
•    Headsets (61 percent)
•    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 rise in popularity of Bluetooth technology over its ten year existence has been amazing,” said Michael Foley, Ph.D., executive director of the Bluetooth SIG, the trade association for Bluetooth technology made up of over 10,000 companies. “There are 2 billion devices with Bluetooth technology in the marketplace now. What started with mobile phones and headsets has spilled over into nearly every industry from gaming and cars to clothing and toys. Bluetooth technology is now an expected part of the average consumer’s lifestyle.”

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. The full report findings are available for Associate and Promoter Bluetooth SIG members at https://www.bluetooth.org/Marketing/Research/home.htm.

The Bluetooth SIG marks the 10th anniversary of its public launch tonight in an anniversary seminar and member party in Malmo, Sweden.