ZEISS Digital Lens Targets Growing Millennial Market
ZEISS Digital Lens Targets Growing Millennial Market
New Lens Meets Enhanced Vision Needs of Mobile Device Users
San Diego, July 10, 2014
Millennials (born in the 1980s and 90s) are the first generation born into digital technology. It affects virtually every aspect of their lives – and has a significant impact on their vision. Now ZEISS is taking a new approach to addressing the vision needs of the Millennial generation with a new product – ZEISS Digital Lens – and a consumer marketing approach designed to raise awareness and drive demand for the product.
“Constant use of mobile digital devices places demands on vision that single vision lenses can’t meet,” said Claude Labeeuw, VP of Marketing for Carl Zeiss Vision – North America. “ZEISS Digital Lens bridges the gap between what the eye can comfortably do and the wearer’s digital life.”
Mobile digital devices create visual challenges in several ways. Constant effort is required from the eyes to maintain focus and alignment, eventually fatiguing the ciliary muscles. Handheld devices are typically held closer to the eye than printed material, so accommodation becomes a factor at an earlier age. Digital screens also tend to have lower contrast and resolution than printed material, which also tends to increase the eye’s focusing and accommodation burden.
As a result of these and other factors, Digital Eye Strain affects young eyes as well as old. According to a Vision Council survey, nearly 70% of U.S. adults experience symptoms of Digital Eye Strain resulting from digital device use. Symptoms are prevalent among adults aged 18 to 54, and most common at the younger end of the range.[1] “Patients may not be able to identify their symptoms as Digital Eye Strain, but most adults are experiencing it,” said Labeeuw. “The data suggests that a large number of adults wearing single vision lenses will be more comfortable wearing ZEISS Digital Lens, and their eyes will feel better at the end of the day.
”ZEISS Digital Lens is a freeform customized design that integrates the wide, clear distance view single vision wearers demand with digital boost of focusing power ranging from +0.50 to +1.25. This digital viewing area is optimized for digital devices and is reached with minimal head and eye movement. Full Rx customization provides the best possible optics for each wearer. Wearer trials show that ZEISS Digital Lens reduced reported Digital Eye Strain complaints by over 50%[2]
[1] “Digiteyezed:The Daily Impact of Digital Screens on the Eye Health of Americans.” The Vision Council, www.visioncouncil.org
[2] Data on file
