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WEAR AND SHARE: HOW WEARABLE DEVICES ARE RESHAPING DIRECT MARKETING OPPORTUNITIES
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WEAR AND SHARE: HOW WEARABLE DEVICES ARE RESHAPING DIRECT MARKETING OPPORTUNITIES

Today, over 3 million Australians aged over 14 are wearing a device on their wrist that can do more than tell the time. Wearable technology has become an enabler in supporting a more active and healthy lifestyle for consumers. A status symbol, motivational fitness piece and functional gadget all in one, these smart devices are attached to consumers 24/7, providing new ways for brands to connect with their consumers.

Wearable device owners live and breathe active lifestyles. Likely to be young families (38%), they are living life to the fullest with early mornings at the gym, white collar careers, drinks after work and late night board games with the family. One-in-five of these consumers come from an affluent household (over $150K p.a.) and their high-exposure lifestyle presents abundant opportunities for outdoor, cinema and mobile advertising.

This highly connected group of wearable device owners are also experience and content seekers. They actively seek information on products and companies online (49%), are aware of advertising surrounding them (three-in-four notice out-of-home advertising) and openly share what they see and hear. The latest data from Nielsen’s Consumer and Media View shows that websites and apps are the go-to channels for wearable device owners seeking the highest quality content (27%). Over seven-in-10 use apps that serve a purpose at least weekly, a strong indication of their desire for relevant content.

Social media is a vehicle for wearable device owners to develop and display their personal brand image. They are 61% more likely to interact with health and beauty brands on social media with both offers and deals and general brand information being key enticements.

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. Brands can connect directly with their consumers while on-the-go, reaching them at any point during the day. 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.