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Wearables an ‘untapped source for marketers’, says Nielsen report

New figures from Nielsen’s Consumer and Media View suggests wearable technologies will play an increasingly important tools for marketers due to their wide demographic appeal and the need for frequent mobile device use.

The media consumption tracker revealed that 3 million Australians over the age of 14 have a smart device on their wrist, making wearables a fundamental marketing device for advertisers.

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The report also noted that 49% of these owners search for information about the products online, and that websites and apps are fundamental channels for searches on high quality control.

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

Among results, the report found that one in five device owners have an affluent background and high-exposure lifestyle, presenting strong marketing opportunities for outdoor, cinema and mobile.

Wearable technology

“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”, Price added.

Wearables are also present through social media, giving brands more opportunities to engage consumers.

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

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