Germany The Connected Home Market Report 2023
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Whilst ownership of smart home devices remains limited in Germany, brands can tap into the Matter protocol, advances with generative AI, and gender-inclusive targeting to invigorate growth in the German…

Germany The Connected Home Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Smart Home Market Report 2023. Our full report is packed with consumer-led market intelligence, smart home consumer trends, and consumer behaviours affecting your industry. Get a 360° view of the German smart home market including the connected home market size, share, and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed connected home market outlook, including market drivers and expert insights.
  • Ownership and consumer interest in the purchase of smart home devices.
  • Barriers to owning/buying smart home devices.
  • How Germans use their smart home devices, for example smart TVs.
  • Technologies in the smart home appliances market that Germans expect to change their daily lives, e.g. domestic robots, generative AI.
  • Consumer behaviours regarding the smart home devices market, e.g. the satisfaction with internet connectivity.
  • How your business can tap into opportunities to increase your connected home market share in Germany.

An Overview of the German Smart Home Market

Mintel’s market research on the smart home Germany shows that brands are increasingly tapping into advances with Generative AI to enhance consumer interactions with the smart home as this relationship becomes more natural and conversational. If used in a privacy-friendly way, the growing availability of personal data produced by smart devices can be used to make the smart home easier accessible and more appealing to a wider range of consumers.

Affluent consumers continue to drive ownership and interest in the German smart home market. However, brands need to consider the additional growth potential of less-affluent consumers, who show considerable interest in smart home devices as well, calling for brands to pinpoint the value of their devices.

The Smart Home Germany: What Consumers Want and Why

  • Smart Home Consumer Trends: Almost half of Germans aged 16 to 24 think humans have the capacity to feel emotionally connected to robots and 50% think AI will give people more free time to enjoy life. By leveraging advances in this sector brands can enhance the power of voice-assistants and enable a more conversational way to control smart-home devices. Combining this with the Matter protocol to seamlessly tie different devices together could help take the smart home experience to the next level.
  • Sustainability & the Connected Home Market: Sustainability will remain a key driver in the smart home devices market, with brands innovating devices with energy-efficiency front and centre. AI can also be advertised as an assistant to consumers to help them make sustainable lifestyle choices.
  • Consumer Concerns: As the rise of Generative AI is being discussed, 43% of German consumers find themselves worried about the influence smart innovations have on their data privacy with concerns about getting hacked posing a barrier to smart home device ownership. Brands need to emphasise security measures in their products to alleviate consumer concerns and boost confidence in the use of smart home technology.

Smart Home Germany Market Forecast

  • The growing availability of Matter-capable devices makes the smart home more accessible whilst providing a wider choice for consumers. This may help grow the limited interest in smart home devices, however, brands will still need to effectively communicate the value of Matter-enabled devices to tap into this potential.

To learn how to connect with your audience, purchase our Germany Smart Home Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Amazon (Alexa), Meta, Philips, Apple, Google, Woebot Health, Samsung, Bosch, Gothaer, Roborock, Petlibro, Ring, Nest, YogiFi, YouTube, TikTok, Netflix, and more.

Products: TVs, AI tools, vacuum cleaners, speakers, lights, washers, dryers, refrigerators, cooking appliances, plugs and switches, security systems, radiator thermostats, blinds and curtains, air quality monitors, domestic robots, smartphones, and more.

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Expert Insights on the Smart Home Devices Market in Germany

This report, written by Jan Urbanek, Principal Analyst, delivers in-depth commentary and analysis to highlight smart home consumer trends in Germany and add expert context to the numbers.

Whilst ownership of smart home devices remains limited in Germany, brands can tap into the Matter protocol, advances with generative AI, and gender-inclusive targeting to invigorate growth in the German smart home appliances market.

Jan Urbanek, Principal Analyst
Jan Urbanek
Principal Analyst

Table of Contents

    • Key issues covered in this Report

    • Market context
    • Opportunities
    • Graph 1: ownership and interest in buying smart home devices, by female 16-34s, 2023
    • Graph 2: technologies expected to change daily life at home the most in the future, by age, 2023

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-24
    • Graph 4: financial confidence index, 2022-23
    • Living situations
    • Artificial intelligence
    • Perceptions of technology
    • Graph 5: perceived impact of technology on selected areas of life, 2023
    • Environment
    • Wellbeing

    • Ownership and interest in smart home devices
    • Graph 6: ownership and interest in buying smart home devices, 2023
    • Graph 7: smart home devices owned, by generation, 2023
    • Graph 8: not owning the device but being interested in buying, by age, 2023
    • Graph 9: ownership and interest in buying smart home devices, by female 16-34s, 2023
    • Graph 10: types of content creators followed on social media by 16-34s, by gender, 2023
    • Barriers to owning smart home devices
    • Smart TV activities
    • Graph 11: smart home activities in the last three months, 2023
    • Graph 12: selected smart TV activities done in the last three months, by age, 2023
    • Technologies changing life at home
    • Graph 13: technologies expected to change daily life at home the most in the future, 2023
    • Graph 14: technologies expected to change daily life at home the most in the future, by age, 2023
    • Behaviours regarding smart home devices
    • Graph 15: behaviours regarding smart home devices, 2023

    • Advertising and marketing activity

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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