Awareness of Bluetooth Continues to Climb
Mar 28, 2007
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Bluetooth technology, a global standard in short-range wireless communications, continues to grow in popularity with an average of 81 percent of consumers aware of the technology, according to a survey released by research firm Millward Brown.

The study polled 2,700 consumers between the ages of 18 and 70 in the U.S., United Kingdom, China (mainland), Germany, Japan, and Taiwan. Of those polled, an average of 81 percent of consumers had heard of Bluetooth technology, up from 73 percent in 2005.

Total awareness of Bluetooth technology was extremely high (88-96 percent) in China, Germany, Taiwan, and the UK. The largest rise in awareness was in the U.S., where it jumped from 58 percent in 2005 to 74 percent in 2006. For the first time, the survey was conducted in Mainland China, a region that displays strong familiarity with wireless technologies, including a reported 93 percent awareness of Bluetooth wireless technology in the regions of Shanghai, Beijing and Guangzhou.

The study found that consumers are starting to understand there are a variety of uses for Bluetooth technology, beyond the headset to mobile phone connection. Awareness of additional use cases, especially the ability to send files and other data via Bluetooth technology, is on the rise in all areas.

Additionally, Bluetooth products were cited as the most purchased products with wireless technology across the board. In line with this purchasing information is an increase in products qualified through the Bluetooth SIG qualification program in 2006—356 different companies qualified 993 products in 2006, up approximately 20 percent from 2005.

The Millward Brown study highlighted Japan as an area with work left to do—consumer awareness of all wireless technologies was lower than expected, with awareness of Bluetooth wireless technology at approximately 50 percent for the second year. Still, Bluetooth technology is the most widely known wireless technology on the market in all six regions surveyed.

This is the fourth 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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