Press Release

PRESS RELEASE: Wearables work – Australians more active with fitness trackers

PRESS RELEASE: Wearables work – Australians more active with fitness trackers

Pureprofile survey shows 70% of Australians believe wearable technology has improved their fitness.

SYDNEY:  A new survey1 has found the vast majority (70%) of Australian adults who own activity trackers say their fitness has improved as a direct result.

The research conducted by consumer insights specialist Pureprofile shows 81% of people who use wearable technology 2 do so for fitness, and 70% say it’s had a positive impact on their activity levels.

Currently, 20% of the adult population owns some kind of wearable technology, including sports watches, smart watches and activity monitors.

Founder and CEO of Pureprofile, Paul Chan said the launch of the Apple Watch, which officially goes on sale in Australia this Friday, will only fuel the trend. Apple hasn’t disclosed pre-order sales figures for the Apple Watch, but Pureprofile’s most recent survey on Apple Watch buying intentions found that nearly 800,000 Australian adults were considering buying the Apple Watch.2

“What the data shows us is that when people understand more about their own habits – when they can see the number of steps they take in a day, for example – they’re more likely to change their behaviour. And when they change their behaviour and share their success and experience with friends and family, it’s the richest and most authentic form of marketing,” Mr Chan said.

Pureprofile’s survey of 1501 Australians also found:

  • 81% of wearable tech owners said fitness was the main reason they bought it
  • 70% said their fitness had improved thanks to wearable devices
  • 10% of people over the age of 65 own some kind of wearable technology (a further 15% intend to purchase wearable tech in the next 6-12 months)
  • Wearable technology is most popular among 30-34 year olds (more than 1 in 3 currently own a device)
  • More men than women own wearable gadgets in general (23% vs 16%)
  • Victoria is the clear leader in wearable technology take-up, with almost 1 in 4 from that state owning a smart watch or activity tracker, followed by Tasmania at 1 in 5 people.
  • Queensland is the least interested in wearable technology, with only 13.5% of respondents from that state owning a smart watch or activity tracker.

“At Pureprofile, we help people organise their personal data into a unique profile connecting them to insights about their behaviour. These personalised insights arm people with information about their daily habits that they might not otherwise be conscious of.

To know that 70% of people credit wearable tech with improving their fitness is incredibly valuable. It’s data like this that is ultimately helping more people make better decisions in their everyday life.” Mr Chan said.

1 The Pureprofile wearable technology survey was conducted between 26 February 2015 and 3 March 2015. It was distributed to a nationally representative sample of the Australian population according to the latest Census data (2011), with a final sample size of N=1501 that was weighted to the population.
2 Defined as an activity monitor, sports watch or smart watch.
3 The Apple Watch online study was conducted by Pureprofile between 27 February and 3 March 2015 among a representative sample of 1,501 Australian adults

About Pureprofile (ASX: PPL) Pureprofile Limited (ASX: PPL) connects businesses with empowered consumers across the world by connecting, understanding and engaging them through direct-to-consumer technology platforms. Pureprofile is a global leader in consumer research, data and insights and programmatic media. Pureprofile delivers next-generation marketing solutions for more than 700 brands, publishers and research groups worldwide.