SOURCE: BIGresearch

November 15, 2005 13:25 ET

Consumer Awareness of RFID Technology Now Stands at 42.4%, Up Dramatically From 28.2% Just One Year Ago

COLUMBUS, OH -- (MARKET WIRE) -- November 15, 2005 -- The latest wave of RFID Buzz Research, the first study to track consumer awareness and understanding of RFID technology, shows consumers are much savvier about RFID now than they were a year ago, but that awareness may have peaked for the time being. In September 2005, more than two out of every five adults claim to have heard of a new technology called "RFID." Awareness grew most dramatically late in 2004 and early in 2005, with awareness levels peaking in June. (See Chart 1 below)

Where's the buzz?

Coincidental with flat awareness is the lack of media coverage since April 2005. (See Chart 2 below)

"Awareness appears to be flattening out. We are unlikely to see further significant gains unless a controversial event launches RFID to center stage once again," says Linda Stegeman, President of Artafact Research, and co-sponsor of the study along with BIGresearch. Many of the early gains coincided with news reports about RFID deployment in pharmaceutical and retail settings, most notably Wal-Mart. "RFID appears to have returned to being more of a business story than a consumer story, but that could change quickly," adds Phil Rist, of BIGresearch.

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