The number of wearable device owners is rising in New Zealand. 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, according to data from Nielsen Consumer and Media Insights.
This small but growing group of early adopters are wealthy, active, focused on their image and style, and are partial to the finer things in life.
Around one-in-two wearable technology owners are aged between 20 to 39 years and are most likely to be independent young adults or adults with young children. Their personal income is 16% higher than New Zealand’s national average.
This group of consumers also lead active lifestyles. Six in 10 (59%) say exercise is an important part of their regular routine and 25% go to the gym at least twice a week. Around three-in-four (73%) say they try to balance healthy eating with their busy lifestyle.
Wearable device owners are also more inclined than average to flaunt their personal sense of style and upkeep an image associated with their high wealth status. Two in five (41%) say they take care of their appearance at all times, while 21% say they have to have the latest gadgets.
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, the report suggests 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. Their high-exposure lifestyle also presents abundant opportunities for outdoor, cinema and mobile advertising.