According to a new Nielsen report, by Amanda Wisniewski, Director, Media, Nielsen, the number of wearable device owners is rising exponentially in New Zealand. Nielsen Consumer and Media Insights (CMI) data shows that in the past 12 months, the number of wearable technology owners has almost doubled (+93%) and now represents 9% of the online population aged over 15. This rapidly growing group of early adopters are wealthy, active, focused on their image and style, and are partial to the finer things in life.
Nielsen says that today 393,000 Kiwis aged over 15 wear a device on their wrist that can do more than tell the time. A status symbol, motivational fitness piece and functional gadget all in one, these smart devices are attached to their owners 24/7, providing new ways for brands to connect with consumers.
New Zealanders Wearing Wearables
Psychographics of Wearable Technology Users
HH Income 22% higher than NZ HH
Personal income 16% higher than NZ average
59% say exercise important part of regular routine
37% enjoy tough physical activity
25% go to gym twice a week
20% play lot of sport
42% take care of appearance at all times
40% prefer house to look stylish
21% must have latest gadgets
20% will pay to stand out in appearance/fashion
66% try new types of food
27% call themselves food connoisseurs
23% (try to) dine out once a week
About one-in-two wearable technology owners are aged between 20-39 years and are most likely to be independent young adults or adults with young children, says the report. Their personal income is 16% higher than the national average.
With a convenient, mobile device that is attached to them at all times, along with their high disposable income and openness to try new things, wearable device owners are a lucrative consumer group for marketers, concludes the report.
Brands can connect directly with their consumers while on-the-go, reaching them at any point during the day. Their high-exposure lifestyle also presents abundant opportunities for outdoor, cinema and mobile advertising. Wearable devices provide a new way for brands to tap into and influence their consumers on a one-on-one engagement, reaching and captivating their audience by sharing relevant, targeted content through a personal channel.
About Nielsen Consumer And Media Insights (Cmi)
In this environment, breadth of understanding of consumer attitudes, media consumption and their day to day behaviors is essential. Nielsen Consumer and Media Insights provides views of consumers you want to identify, understand and then reach. Data is gathered via an independently audited survey of 11,000 New Zealanders aged 10+. It uses mixed methodology of face-to-face (75%) and online (25%) interviews, combined with a self-completion diary. The sample is then weighted to Statistics NZ population data for national representation.
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