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Consumer Awareness of Bluetooth Wireless Technology at All Time High

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

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

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About Bluetooth Wireless Technology
Bluetooth wireless technology is the global short-range wireless standard for personal connectivity of a broad range of electronic devices. The technology continues to evolve, building on its inherent strengths — small- form factor radio, low power, low cost, built-in security, robustness, ease- of-use, and ad hoc networking abilities. More than nine new Bluetooth enabled products are qualified every working day and 18 million Bluetooth units are shipping per week. There are nearly two billion Bluetooth devices in the marketplace and that number climbs daily, making it the only proven wireless choice for developers, product manufacturers, and consumers worldwide.

About the Bluetooth SIG
The Bluetooth Special Interest Group (SIG), comprised of leaders in the telecommunications, computing, consumer electronics, automotive and network industries, is driving development of Bluetooth wireless technology and bringing it to market. The Bluetooth SIG includes Promoter group companies Ericsson, Intel, Lenovo, Microsoft, Motorola, Nokia and Toshiba, along with over 10,000 Associate and Adopter member companies. The Bluetooth SIG, Inc. headquarters are located in Bellevue, Washington, U.S.A. For more information please visit

About Millward Brown
Millward Brown ( is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional global practices include Millward Brown’s Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP’s insight, information and consultancy group.

The Bluetooth word mark and logo are registered trademarks and are owned by the Bluetooth SIG, Inc.

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