Bluetooth Awareness Keeps Rising

Bluetooth technology 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 2700 consumers between the ages of 18 and 70 in the United States, United Kingdom (UK), 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%) in China, Germany, Taiwan and the UK. The largest rise in awareness was in the US, where it jumped from 58% in 2005 to 74% in 2006. For the first time, the survey was conducted in mainland China, a region which displays strong familiarity with wireless technologies, including a reported 93% awareness of Bluetooth wireless technology in the regions of Shanghai, Beijing, and Guangzhou.

"While it's great to see consumers around the world know the technology, we are constantly working to ensure they are using the technology and have a positive experience. We want consumers to think of Bluetooth technology for more than just a wireless headset and use it to connect keyboards and mice, send photos and other data from a handset to a computer or printer or talk hands-free in their cars," said Michael Foley, Ph.D., executive director, Bluetooth SIG. "To help, we are improving the Bluetooth specification in a variety of ways to make it easy and convenient for consumers to use Bluetooth devices every day."

The study did find as a whole, 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% for the second year. Still, Bluetooth technology is the most widely known wireless technology on the market in all six regions surveyed."

Posted to the site on 28th March 2007