A study commissioned by the Bluetooth Special Interest Group and conducted by the research firm Millward Brown reported that the average awareness level of Bluetooth was 73%, up from 60% in 2004.
Millward Brown polled 2,100 consumers between the ages of 18 and 70 in the United States, United Kingdom, Germany, Japan and Taiwan. Awareness rose most significantly in the United States, where for the first time more than 50% (58%) of respondents recognized the Bluetooth brand compared with 62% that recognized Wi-Fi.
The largest bastion of Bluetooth-educated consumers currently resides in the United Kingdom and Germany where average awareness was 88%. In Taiwan and Japan, 67% of respondents know of Bluetooth.