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Consumers in Australia Pumped for Wearables

Embrace of fitness wearables by elite athletes may be escalating demand

April 14, 2017 | Mobile

New research confirms Australians are among the world’s most eager adopters of fitness-focused wearable devices. The growing proportion of Australians using fitness wearables to analyze and track their activity is helping to push the country’s wearable gadget sector to new heights.

According to a January 2017 survey by Pureprofile, fitness tracking devices continue to see strong popularity Down Under. Among internet users in Australia who participated in fitness activities and were aware of fitness devices, 45% said they used a smartphone-focused fitness wearable, a wrist-based fitness device or some combination of the two.

Usage of Wearable Fitness Devices According to Internet Users in Australia, by Type, Jan 2017 (% of respondents)

While the overall proportion of internet users using wearable fitness devices remains under 50%, growing interest is helping boost the overall demand for wearables in Australia to some of the highest levels in the world.

Research by Kantar Worldpanel ComTech found a 16% wearable device penetration rate among the total population in Australia in December 2016—higher than any other country studied.

Wearable Device Penetration in Select Countries, March-Dec 2016 (% of population)

What explains this runaway love for fitness wearables in Australia?

One possible explanation is wearables’ growing adoption by the country’s professional athletes and sports teams.

News reports have highlighted the pioneering use of such fitness technology by professional clubs and players in Australia, and many high-level athletes in the country use these tools to help track their performance and minimize potential injuries. The embrace of fitness wearables among elite athletes could be having a “trickle down” effect on demand among consumers.

Jeremy Kressmann

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