2022
9
Germany The Connected Home Market Report 2022
2022-08-05T13:02:05+01:00
REP14BA27F4_86FD_4AE3_B227_366B8E77E8A1
2195
154154
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Report
en_GB
Whilst ownership of most smart home devices remains scarce, brands have significant opportunities to make German homes smart, for example, by harnessing the energy-saving potential of smart thermostats in times…

Germany The Connected Home Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Smart Home Germany Market Report 2022 identifies consumers’ attitudes towards smart home devices, ownership of smart home devices, and purchase interest in smart home devices. This report covers the German Smart Home market size, market forecast, market segmentation and industry trends for the German Smart Home market.

Current Market Landscape

At the moment, ownership of smart home devices is driven by wealthier households that are less financially concerned in times of inflation and geopolitical crises. Hence, the market is expected to grow, albeit at a slower rate with almost half of all Germans owning at least one smart home device in their household, but with only a fraction of those owning three or more different types of smart home devices, leaving significant room to turn German households into smart homes.

To push adoption in Germany, brands can, for example, emphasise how smart home devices can improve wellbeing while working from home or harness the energy-saving potential of smart thermostats in times of rising energy prices as many, as our smart home devices market research has shown, have admitted to being affected by the increase in gas/electricity bills, and are looking to reduce energy use at home.

German Smart Home Market Share and Key Industry Trends

The Matter protocol will have entered the market and the barrier of compatibility will be significantly lifted, accelerating the growth of the market. The ongoing fiber and 5G rollout will catalyse advanced connectivity use cases, further adding to the utility of smart home devices and increasing appeal for consumers. One such appeal, as has already been said, being that smart home devices may help lower energy bills. This is something brands can promote, emphasizing how their smart home devices can help consumers in their endeavours to save energy.

  • 44% of Germans have at least one smart home device in their household.
  • 14% of Germans own three or more different types of smart home devices.
  • 61% of Germans said they are affected by increases in gas/electricity prices.
  • 46% of Germans agree that smart home devices help lower energy bills.

Future Trends in the German Smart Home Market

A big focus in moving forward in expanding the German smart homes market will be through promoting how smart home devices help lower energy bills. For example, smart thermostats, which is the smart home device German non-owners are most interested in buying, is particularly suited for their energy-saving endeavour.

Moreover, interoperability of devices such as smart home devices, smartphones but also wearables will further increase going forward. This will shape an entirely new meaning of the smart home, providing even more unique utility for consumers and driving further market growth.

However, it will simultaneously increase the importance of amending privacy concerns to get consumers on board, since the majority of Germans agree that using smart home devices puts your data privacy at risk. Because a lot of Germans are still not entirely certain what implications data tracking, protection and privacy might have for them, brands looking to increase their German smart home market share, can offer ways to make consumers more comfortable with data tracking and privacy, e.g. by offering two versions of their smart home devices, one with data tracking and one without.

Read on to discover more details or take a look at all of our German Technology and Telecoms Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of inflation on the connected home, including changing buying intentions.
  • Ownership of and interest in buying smart home devices.
  • Use cases of voice-controlled speakers.
  • Ways of controlling smart home devices.
  • Prioritised features of smart thermostats.
  • Attitudes towards smart home devices, including their ability to save money on energy bills.

Covered in this Report

Products: smart home devices (including WiFi/Bluetooth connected smart speakers), voice-controlled speakers, smart plugs, smart thermostats, smart security cameras, smart home sensors, smart doorbells, smart/WiFi connected lightbulbs, smart/WiFi connected vacuum cleaners, smart/WiFi connected washing machines, smart/WiFi connected fridge/freezers.

Brands: Amazon, Bosch, Gothear, Sparkasse, Samsung, iRobot, Tado, Hama, Homemaic IP, Saturn, Eve, Google, Apple, Ikea, Huawei, Nest.

Expert Analysis from a Specialist in the Field

This report, written by Jan Urbanek, a leading analyst in the Consumer Technology sector, delivers in-depth commentary and analysis to highlight current trends in the German Connected Home market 2022 and add expert context to the numbers.

Whilst ownership of most smart home devices remains scarce, brands have significant opportunities to make German homes smart, for example, by harnessing the energy-saving potential of smart thermostats in times of rising energy prices.
Jan Urbanek
Jan Urbanek
Senior Consumer Technology Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: share of people living in households owning their home, 2020
    • Opportunities
    • Graph 2: attitudes towards smart home devices, by ownership of smart home devices, % agree, 2022
  2. MARKET DRIVERS

    • Graph 3: key economic data, in real terms, 2019-23
    • Graph 4: repertoire of types of smart home devices in the household, by net monthly household income, 2022
    • Graph 5: confidence in one’s financial situation over the next year or so, by net monthly household income, 2022
    • Sustainability
    • Flexible working
    • Housing situation
    • Graph 6: share of people living in households owning their home, 2020
  3. WHAT CONSUMERS WANT AND WHY

    • Ownership of smart home devices
    • Graph 7: having three or more types of smart home devices in the household, NET, by age & net monthly household income, 2021
    • Graph 8: household ownership of smart devices, 2020-22
    • Graph 9: household ownership of smart security devices, by housing situation, 2022
    • Purchase interest in smart home devices
    • Graph 10: interest in buying smart home devices, % yes, 2022
    • Graph 11: interest in buying smart home devices, % yes, by generation, 2022
    • Graph 12: Millennials’ interest in buying smart home devices, % yes, by gender and generation, 2022
    • Important features of smart thermostats
    • Graph 13: important features of smart thermostats, 2022
    • Voice-controlled speaker activities
    • Graph 14: activities done with voice-controlled speakers, 2022
    • Ways of controlling smart home devices
    • Attitudes towards smart home devices
    • Graph 15: attitudes towards smart home devices, 2022
    • Graph 16: attitudes towards smart home devices, by ownership of smart home devices, % agree, 2022
    • Graph 17: % agreement with the statement “A secure way of treating data makes it acceptable for brands to use the data collected by smart home devices”, by age, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Advertising and marketing activity
  5. APPENDIX

    • 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.

Below is a sample report, understand what you are buying.

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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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