Nielsen: 3,000,000 Aussies Wear A Smart Device & Why It’s A Prime Opportunity For Marketers

Nielsen: 3,000,000 Aussies Wear A Smart Device & Why It’s A Prime Opportunity For Marketers
SHARE
THIS



Over three million Australians aged 14+ are now wearing a smart device on their wrist, with almost half (49 per cent) actively seeking information on products and companies online. 

The latest figures from Nielsen’s Consumer & Media View indicate that websites and apps are the go-to channels for wearable device owners seeking the highest quality control, providing new ways for brands to connect with their consumers.

John Price, head of Nielsen marketing effectiveness, outlined: “With a convenient, mobile device that is attached at all times, along with their openness to branded content, wearable device owners are a lucrative consumer group for marketers.” 

“Owners wear their smart devices 24/7 which means that brands can connect directly with their consumers while on the go, reaching them at any point during the day.”

The report also showed that wearable device owners are aware of advertising surrounding them.

One in five of consumers come from an affluent background (over $150k p.a.) and their high-exposure lifestyle presents opportunities for outdoor, cinema and mobile advertising, and three-in-four wearable device owners notice out of home advertising and openly share what they see and hear.

“Over seven-in-10 device owners use apps that serve a purpose at least weekly, which indicates that they have a strong desire for relevant content,” Price added. 

“Wearable devices provide a new way for brands to tap into and influence their consumers directly, reaching and captivating their audience by sharing relevant, targeted content through a personal channel.”

Social media also provides brands with another vehicle to engage owners.

“Wearable technology has become an enabler in supporting a more active and health lifestyle for consumers, and with the addition of social media, 61 per cent of consumers are able more likely to interact with health and beauty brands via social platforms,” concluded Price.

Please login with linkedin to comment

barina einsights Smart watch summer campaign

Latest News

Xandr Shares Comprehensive Approach To Identity
  • Marketing

Xandr Shares Comprehensive Approach To Identity

Xandr today shared insight into its multi-faceted approach to identity solutions, to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.

When It Comes Brand Building, Less Isn’t Always More
  • Opinion

When It Comes Brand Building, Less Isn’t Always More

In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]

Opinion

by B&T Magazine

B&T Magazine
South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!
  • Advertising

South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!

South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]

Introducing The Zavy Social Scoreboard
  • Partner Content

Introducing The Zavy Social Scoreboard

Get yourself acquainted with the Zavy Social Scoreboard here. Why not mix a martini for added mood and intimacy.

Partner Content

by B&T Magazine

B&T Magazine