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CONSUMERS&BRANDSSmart
home:
Gewiss
owners
inItalyConsumer
InsightsSeptember2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofGewiss
owners
inItaly:who
theyare;
whatthey
like;
what
theythink;and
how
to
reach
them.
Itprovides
insightson
theirdemographics,
lifestyle,opinions,andmarketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
tobenchmark
Gewiss
owners
inItaly(’’brandusers’’)againstItalianowners
ofsmart
home
devices
ingeneral
(’’category
users’’),
and
theoverall
Italianonliner,
labelled
as’’all
respondents’’
inthe
charts.Region:
56countriesNumberof
respondents:?
12,000+
forcountries
with
theextended
survey(including
Italy)?
2,000+
forthebasicsurveyThereport
isupdatedquarterly
andisbased
on
dataSample:
Internet
users,
aged18–64,quotasset
ongender
and
agefrom
theConsumer
InsightsGlobal
survey,
aninternational
survey
thatcovers
more
than15,000brandsacross
56
countries.Fieldwork:?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
September
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsGewiss
is
the
seventh
most
owned
smart
home
brand
in
Italy
withSamsung
infirst
placeManagement
summary:
brandusageand
competitionTop10
most
owned
smart
home
brandsin
ItalySamsungPhilips32%19%18%BticinoGoogle
NestXiaomi/MiTP-Link13%12%10%Gewiss7%7%BelkinVimar4%4%Osram4Notes:"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=793,
ownersofsmarthome
devicesSources:Consumer
Insights
Global
as
of
September
2023The
share
of
owners
of
smart
home
devices
owning
Gewiss
stayed
the
samesince
Q1
of
2021Management
summary:
brandusagetimelineTimeline
of
ownersof
smart
homedevicesowningGewiss8%7%7%7%7%7%7%7%7%7%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=40
-
58
Gewissowners,n=593
-
793
ownersofsmarthome
devicesSources:Consumer
Insights
Global
as
of
September
2023Gewiss
owners
in
ItalyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsGewiss
ismore
popularamongGeneration
Xthanother
smart
homebrands.Ahappy
relationship
isless
important
to
Itstands
out
that43%
ofGewiss
ownersGewiss
owners
access
the
internet
viaasmart
speaker
more
often
thantheaverage
smart
home
device
owner.Gewiss
owners
than
to
other
owners
ofsmart
home
devices.think
thatsmart
appliancesintheirhome
canhelp
themsavemoney.Gewiss
ismore
popularamong
maleowners
of
smart
home
devices
thanfemale
owners
ofsmart
home
devices.Health
and
fitnessare
relativelyprevalent
interests
of
Gewiss
owners.33%
ofGewiss
owners
areinnovators
or
Gewiss
owners
tendto
bemore
activeearly
adoptersof
new
products.on
social
media
thanotherowners
ofsmart
home
devices.Tech
or
computers
arerelativelyArelatively
highshare
ofGewiss
ownersGewiss
hasalarger
share
ofownerswith
ahigh
income
than
other
smarthome
brands.popularhobbiesamong
Gewiss
owners.
think
thatgovernment
debtisanissuethatneeds
to
beaddressed.Gewiss
owners
remember
seeing
adsinonlinestores
more
often
than
otherowners
of
smart
home
devices.Gewiss
owners
aremore
likely
toliveincitieswith
over
1million
inhabitantsthan
owners
ofsmart
home
devices
ingeneral.6Sources:Consumer
Insights
Global
as
of
September
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Gewiss
is
more
popular
among
Generation
X
than
other
smart
home
brandsDemographic
profile:
generationsAgeof
consumersinItalyBrand
users10%36%47%37%7%Category
usersAllrespondents19%19%33%11%31%38%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=58,
Gewiss
owners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsSources:Consumer
Insights
Global
as
of
September
2023Gewiss
is
more
popular
among
male
owners
of
smart
home
devices
thanfemale
ownersof
smart
home
devicesDemographic
profile:
genderGenderofconsumersinItalyBrand
users67%33%Category
usersAllrespondents51%50%49%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsSources:Consumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
Gewiss
owners
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinItaly30%29%
29%29%19%19%18%17%17%17%16%10%9%
9%7%5%
5%5%3%3%2%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Gewiss
has
a
larger
share
of
ownerswith
a
high
income
than
other
smart
homebrandsDemographic
profile:
incomeShare
ofconsumersinItaly
inthehigh,
middle,
andlowthirdsofmonthly
household
gross
incomeBrand
users60%21%19%Category
usersAllrespondents35%32%33%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
providers
do
youownSmartHome
devicesfrom?’’;
Multi
Pick;Base:
n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
ownersof
smart
home
devices,
Gewiss
owners
are
relativelylikely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinItaly
live55%37%33%23%
23%21%20%14%14%12%9%7%5%
5%
6%3%Singlehousehold3%3%2%
2%Multi-generationalfamily2%CouplehouseholdSingleparenthouseholdPartnersandchildrenTwo
or
moreOtherrelated
adults
household
typesBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Gewiss
owners
are
more
likely
to
live
in
cities
with
over
1
million
inhabitants
thanowners
of
smart
home
devices
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinItaly32%32%28%28%25%
25%21%
21%21%20%12%
12%11%10%3%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
providersdo
you
ownSmartHome
devices
from?’’;
Multi
Pick;Base:n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
allrespondentsConsumer
Insights
Global
as
of
September
20232%
of
Gewiss
owners
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinItalyBrand
users2%91%85%86%7%Category
usersAllrespondents6%10%5%9%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
providers
do
youown
SmartHome
devices
from?’’;
Multi
Pick;Base:
n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedA
happy
relationship
is
less
important
to
Gewiss
owners
than
to
other
owners
ofsmart
home
devicesConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinItaly59%57%55%54%48%43%33%33%31%36%32%31%34%32%27%32%31%31%22%22%27%22%19%15%17%16%14%9%
9%
9%Anhonest
andrespectable
lifeAhappyrelationshipLearningnew
thingsSafety
andsecurityTobesuccessfulHavingagood
timeMaking
myown
decisionsSocial
justiceTraditionsAdvancingmy
careerBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Health
andfitness
are
relatively
prevalent
interests
of
Gewiss
ownersConsumer
lifestyle:
main
interestsTop10
interestsofGewiss
ownersinItaly58%55%58%53%57%56%56%51%50%48%45%42%44%45%44%43%42%42%40%38%38%38%33%32%36%35%31%30%26%23%Health
&fitnessFood
&diningTravelScience
&technologyPolitics&societyandcurrentworld
eventsSportsMovies,TVshows&musicFashion&beautyHome
&gardenVehicles
&mobilityBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
allrespondentsConsumer
Insights
Global
as
of
September
2023Tech
or
computers
are
relatively
popular
hobbies
among
Gewiss
ownersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofGewissowners
inItaly55%55%50%46%
45%43%
43%41%37%40%38%38%38%38%36%36%36%34%34%31%31%29%
29%28%24%23%23%
23%17%15%OutdooractivitiesTech
/computersDoing
sportsandfitnessSocializingTravelingCooking/bakingReadingCars/vehiclesDIYandarts&craftsGardeningandplantsBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
allrespondentsConsumer
Insights
Global
as
of
September
2023Gewiss
owners
are
more
likely
to
play
badminton
than
other
ownersof
smarthome
devicesConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofGewiss
ownersinItaly40%32%29%29%28%26%26%23%22%19%17%17%17%17%16%15%14%13%13%11%11%10%10%10%8%8%5%5%3%1%BadmintonCyclingSoccerRunning/JoggingBasketballHikingSwimming/DivingFitness,aerobics,cardioDancingYoga
/PilatesBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=39,
Gewissowners,n=878,
ownersofsmarthomedevices,
n=5965,
all
respondentsConsumer
Insights
Global
as
of
September
2023Gewiss
owners
follow
similar
sports
leagues,
teams,
and
competitions
as
ownersof
other
smart
home
brandsConsumer
lifestyle:
sports
followedTop10
sports
followed
byGewiss
ownersinItaly81%39%34%34%29%28%27%27%24%21%20%19%17%17%16%14%12%12%12%10%10%9%8%9%7%6%6%5%5%3%SoccerTennisMotorsportsBasketballCyclingSwimming/divingAthletics(track&
field)VolleyballGymnasticsMixedMartial
ArtsBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
providers
do
youown
SmartHome
devices
from?’’;
Multi
Pick;
Base:
n=25,
Gewissowners,n=773,
ownersofsmarthomedevices,
n=5094,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
smart
home?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
43%
of
Gewiss
owners
think
that
smart
appliances
in
theirhome
can
help
them
save
moneyConsumer
attitudes:housing
&household
equipmentAgreementwithstatements
towards
housing
&householdequipment
inItaly45%43%41%35%33%31%29%27%26%24%
25%23%
23%22%20%Home
safety
isespecially
Smart
appliancesandMaking
myhomeIt’stoo
expensive
toconvert
my
homeinto
aSmart
HomeIamworried
thatpeople
canspy
onmethroughmy
devicesimportant
to
me
devices
inmy
home
can
environmentally
friendlyhelp
me
save
moneyBrand
usersisimportant
tomeCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
Smart
Home
devices
from?’’;
Multi
Pick;
Base:
n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=2035,
allrespondentsConsumer
Insights
Global
as
of
September
202333%
of
Gewiss
owners
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinItaly52%51%34%26%19%18%17%16%15%15%14%13%7%2%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
providersdo
youown
SmartHome
devices
from?’’;
Multi
Pick;Base:n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
Gewiss
owners
think
that
governmentdebt
is
an
issuethat
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Italy
accordingtoGewiss
owners59%
59%59%57%53%52%50%43%46%41%40%46%44%40%44%
45%40%45%45%44%43%43%41%41%41%
41%31%31%25%24%EconomicsituationEnvironment
UnemploymentCrimePovertyRising
prices
Climatechange/inflation/Health
andsocial
securityEducationGovernmentdebtcost
of
livingBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=58,Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
ownersof
smart
home
devices,
Gewiss
owners
tend
to
havecentrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinItalyBrand
users22%33%38%7%Category
usersAllrespondents25%25%30%29%20%21%26%24%LeftCenterRightPrefer
nottoanswer25
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsGewiss
ownersaccess
the
internet
via
a
smart
speaker
more
often
than
theaverage
smart
home
device
ownerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinItalyuseregularly
toaccesstheinternet95%
94%93%85%78%75%70%69%67%67%57%54%48%
49%48%47%47%39%36%36%35%29%27%27%25%25%25%SmartphoneLaptopSmart
TVTabletDesktop
PCGaming
console
Smart
speakersAllrespondentsSmartwatchStreaming
deviceBrand
usersCategory
users27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=58,
Gewissowners,n=793,
ownersofsmarthomedevices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Gewiss
owners
tend
to
be
more
active
on
social
media
than
other
owners
ofsmart
home
devicesMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinItaly
by
type62%62%62%61%60%59%56%50%53%52%43%50%46%47%47%44%41%40%27%32%31%30%27%24%11%22%21%19%18%10%9%
9%5%5%4%0%Liked
postsbyotherusersPostedpictures/videosSentprivatemessagesFollowedpeopleSharedpostsbyother
usersCommentedon
postsFollowedcompaniesPosted
texts/statusLikedcompanypostsSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediaupdatespassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
providersdo
youown
SmartHome
devices
from?’’;
Multi
Pick;Base:n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Gewiss
owners
tend
to
read
magazines
more
often
than
owners
of
smart
homedevices
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinItaly
havebeen
using
inthepast4weeks92%
88%87%77%62%73%67%
67%65%52%62%58%58%45%58%49%42%41%35%33%38%22%23%38%33%33%32%30%27%20%18%17%15%TVRadioMagazinesOnlinenews
Digitalvideo
DigitalmusicDailynewspapersMovies
/cinemaPodcastsWeeklynewspapersOnlinemagazineswebsitescontentcontentBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
providersdo
youown
SmartHome
devices
from?’’;
Multi
Pick;Base:n=26,
Gewissowners,n=882,
ownersofsmarthome
devices,
n=6103,all
respondentsConsumer
Insights
Global
as
of
September
2023Gewiss
owners
remember
seeing
ads
in
online
stores
more
often
than
otherowners
of
smart
home
devicesMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereGewissowners
inItalyhave
come
across
digital
advertisinginthepast4weeks52%45%45%45%41%40%43%41%36%36%35%34%32%29%33%31%30%28%26%26%26%24%21%19%22%20%20%17%18%16%OnlinestoresSocial
mediaVideo
portals
Search
enginesWebsitesandappsof
brandsEditorialwebsitesandappsNewsletters
Video
streaming
MusicportalsservicesVideo
gamesBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;
Base:n=58,
Gewissowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Gewiss
owners
remember
ads
they
saw
in
printed
daily
newspapers
more
oftenthan
other
owners
of
smart
home
devicesMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinItalyhave
come
across
non-digital
advertisinginthepast4weeks67%66%65%47%43%40%
39%36%
36%36%27%
27%34%22%33%31%31%18%30%29%21%
21%22%17%OnTVOntheradioInprinteddailynewspapersOnadvertising
By
mailshot
/Directly
inthestoreInprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHome
devices
from?’’;
Multi
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