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Bluetooth Still Largely Unknown Amongst Women |
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Written by IMS Research
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20 Apr 2005 |
In a recent worldwide survey, IMS Research found out that only 35% of
women were aware of Bluetooth. This contrasted heavily with the
equivalent male figure. It was a similar story for recognition of the
Bluetooth logo.
A soon to be published report, Bluetooth Consumer Usage & Awareness
Survey, is based on over 2000 respondents and reveals a number of
significant differences between male and female perceptions of
Bluetooth.
Faced with defining Bluetooth the majority of women either described
the technology wrongly or didn’t know what Bluetooth is designed for.
However, once explained, a large majority of the female respondents
were either very interested or quite interested in Bluetooth.
There is an obvious market here for Bluetooth. However, women are
largely being ignored and not being targeted by promoters of Bluetooth
to the same degree as men.
Report Author, Fiona Thomson, stated “When a technology is in its early
stages it is logical that the market will be dominated by the male
orientated early adopter user segment”. She added “This survey proves
that the time is ripe, especially in view of Bluetooth’s move into the
mass market, to target other user segments, such as women who are
equally interested in Bluetooth enabled devices.”
IMS Research is a specialist supplier of market research and
consultancy services on global electronics markets. Information from
IMS Research is used by major companies worldwide to assess market
trends, solve marketing problems, and improve the efficiency of their
businesses. IMS Research is an international company, selling in more
than 35 countries around the world and is supported by headquarters in
Wellingborough, UK and an office in Austin, Texas. IMS Research’s
Wireless Group provides consultancy services and detailed databases and
reports on the cellular, mobile radio and short-range wireless markets.
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