Australians the highest adopters of fitness bands

Australian consumers lead the world as adopters of fitness band technology, with the latest Deloitte Mobile Consumer Survey showing that 18% of Australians are using a chosen tracker compared to 9% globally.

The survey showed that around 11% of Australian respondents to the survey indicate they plan to purchase a fitness band in the next 12 months.

According to Deloitte, Australians mobile phone consumption continues to increase with 84% of all Australians having one, ahead of the global average (81%), and a 5% rise than last year.

Deloitte national consumer products leader, Vanessa Matthijssen sees this high level of mobile device ownership as having a major impact on Australia’s retail consumer, stating “the report brings to life a focus on the ‘Internet of Things’ and the extent to which the home environment will continue to change in response to new technologies in the home and improved understanding of consumption through interactive devices and in-home applications.

“While slow, the report suggests adoption of the Internet of Things may grow as more homes undergo major renovations, but the report notes some modest growth in the demand for smart connected security systems.”

Matthijssen sees that “the next exciting wave that builds on the mobile consumption growth, is the connection the consumer will have with the physical product ... particularly when the product truly matters to them.

“We may have seen relatively slow adoption rates in the connected home devices where consumers could start to interact with their dishwasher, security and lights, and receive information on usage and costs, but that doesn’t mean we should feel discouraged. We should ask ourselves whether the consumer cares enough about the value add of these digital services. Instead, we should focus on building connected products in areas where consumers have indicated to have a clear information hunger.”

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