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CONSUMERS&BRANDSSmart
home:
Homematicowners
in
SwitzerlandConsumer
InsightsSeptember2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofHomematic
owners
inSwitzerland:
whothey
are;
what
theylike;
whatthey
think;
andhow
toreach
them.
Itprovides
insights
on
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
toNumberof
respondents:benchmark
Homematic
owners
inSwitzerland
(’’brandusers’’)
againstSwiss
owners
of
smart
home
devices
ingeneral
(’’category
users’’),
and
theoverall
Swissonliner,
labelled
as’’all
respondents’’
inthe
charts.?
12,000+
forcountries
with
theextended
survey(including
Switzerland)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
theConsumer
InsightsGlobal
survey,
anFieldwork:international
survey
thatcovers
more
than15,000brandsacross
56
countries.?
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
insightsHomematic
ranks
tenth
among
smart
home
brands
in
SwitzerlandManagement
summary:
brandusageand
competitionTop10
most
owned
smart
home
brandsin
SwitzerlandPhilipsSamsungBosch26%21%21%Google
NestCanary17%13%12%HoneywellBelkin10%Hive9%9%August
HomeHomematic9%4Notes:"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=597,
ownersofsmarthome
devicesSources:Consumer
Insights
Global
as
of
September
2023The
share
of
owners
of
smart
home
devices
owning
Homematic
grew
by4percentage
points
since
Q1
of
2022Management
summary:
brandusagetimelineTimeline
of
ownersof
smart
homedevicesowningHomematic9%9%9%7%6%5%2022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=30
-
52
Homematic
owners,n=406
-597
ownersofsmarthome
devicesSources:Consumer
Insights
Global
as
of
September
2023Homematic
owners
in
SwitzerlandManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsHomematic
is
more
popularamongMillennials
thanother
smart
homebrands.Safety
and
security
isless
important
toHomematic
owners
than
to
otherowners
of
smart
home
devices.Itstands
out
that38%
ofHomematicowners
thinkthatsmart
appliancesintheirhome
canhelp
themsavemoney.Homematic
owners
access
theinternetviaasmart
speaker
more
often
thantheaverage
smart
home
device
owner.Homematic
is
more
popularamongmale
owners
of
smart
home
devicesthan
female
owners
of
smart
homedevices.Career
and
education
are
relativelyprevalent
interests
of
Homematicowners.56%
ofHomematic
owners
are
in
theearly
majority
ofinnovation
adoptertypes.Homematic
owners
tendto
bemoreactiveon
social
media
than
otherowners
of
smart
home
devices.Video
gaming
isarelatively
popularhobbyamong
Homematic
owners.Arelatively
highshare
ofHomematicowners
thinkthatunifying
thecountry
is
adson
blogs
and
forums
more
oftenanissuethatneeds
tobeaddressed.Homematic
owners
remember
seeingHomematic
hasalarger
share
ofowners
with
ahighincome
thanothersmart
home
brands.than
other
owners
of
smart
homedevices.Homematic
owners
aremore
likely
toliveinlarge
citiesthan
owners
ofsmarthome
devices
in
general.6Sources:Consumer
Insights
Global
as
of
September
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Homematic
is
more
popular
among
Millennials
than
other
smart
home
brandsDemographic
profile:
generationsAgeof
consumersinSwitzerlandBrand
users15%50%27%8%10%11%Category
usersAllrespondents18%37%35%35%18%36%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=52,
Homematic
owners,n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsSources:Consumer
Insights
Global
as
of
September
2023Homematic
is
more
popular
among
male
owners
of
smart
home
devices
thanfemale
ownersof
smart
home
devicesDemographic
profile:
genderGenderofconsumersinSwitzerlandBrand
users67%33%Category
usersAllrespondents52%50%48%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=52,
Homematic
owners,
n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsSources:Consumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
Homematic
owners
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinSwitzerland35%33%33%27%23%21%21%
21%17%9%8%
8%8%
8%8%4%4%4%3%
3%3%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=52,
Homematic
owners,n=597,
ownersofsmarthomedevices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023Homematic
has
a
larger
share
of
owners
with
a
high
income
than
other
smarthome
brandsDemographic
profile:
incomeShare
ofconsumersinSwitzerland
inthehigh,
middle,andlowthirdsof
monthlyhouseholdgrossincomeBrand
users52%28%20%Category
usersAllrespondents35%33%35%30%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=52,
Homematic
owners,
n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
ownersof
smart
home
devices,
Homematic
owners
arerelatively
likely
to
live
in
a
household
of
two
or
more
related
adultsDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinSwitzerland
live35%31%27%26%26%25%23%20%18%14%13%8%8%7%5%5%3%3%3%2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
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=52,Homematic
owners,n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023Homematic
owners
are
more
likely
to
live
in
large
cities
than
ownersof
smarthome
devices
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSwitzerland34%33%33%29%25%24%24%24%23%20%19%12%Rural
communitySmall
townMedium-sized
townLarge
cityBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
providersdo
you
ownSmartHome
devices
from?’’;
Multi
Pick;Base:n=52,
Homematic
owners,n=597,
ownersofsmarthome
devices,
n=7804,
allrespondentsConsumer
Insights
Global
as
of
September
202315%
of
Homematic
owners
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSwitzerlandBrand
users15%81%4%Category
usersAllrespondents7%6%87%86%7%8%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=52,
Homematic
owners,n=597,
ownersofsmarthome
devices,n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedSafety
andsecurity
is
less
important
to
Homematic
owners
than
to
otherowners
of
smart
home
devicesConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSwitzerland49%48%40%42%40%39%37%37%37%35%35%33%30%31%
31%31%31%31%28%22%27%26%25%24%23%15%15%14%13%13%Havingagood
timeMaking
myown
decisionsTraditionsLearningnew
thingsTobesuccessfulAhappyrelationshipAnhonest
andrespectable
lifeSocial
justiceAdvancingmy
careerSafety
andsecurityBrand
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=52,
Homematicowners,n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023Career
and
education
are
relatively
prevalent
interests
of
Homematic
ownersConsumer
lifestyle:
main
interestsTop10
interestsofHomematic
owners
inSwitzerland41%
41%40%40%
40%40%35%34%31%33%33%33%31%31%31%27%30%29%29%25%25%26%27%26%27%27%27%25%21%
21%Movies,TVshows&musicCareer
&educationHome
&gardenSportsScience
&technologyFamily
&parentingArts&literatureFood
&diningHealth
&fitnessPolitics&societyandcurrentworld
eventsBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=52,
Homematic
owners,n=597,
ownersofsmarthome
devices,
n=7804,
allrespondentsConsumer
Insights
Global
as
of
September
2023Video
gaming
is
a
relatively
popular
hobby
among
Homematic
ownersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofHomematic
owners
inSwitzerland41%40%39%
39%39%38%37%
33%33%37%35%33%31%31%31%28%29%26%27%27%26%25%25%22%21%24%23%23%21%19%Doing
sportsandfitnessOutdooractivitiesSocializingTravelingVideo
gamingPetsReadingPhotographyTech
/computersCars/vehiclesBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=52,
Homematic
owners,
n=597,
ownersofsmarthome
devices,
n=7804,
allrespondentsConsumer
Insights
Global
as
of
September
2023Homematic
owners
are
more
likely
to
play
basketball
than
other
owners
ofsmart
home
devicesConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofHomematic
owners
inSwitzerland36%30%23%23%21%21%20%17%16%16%15%13%13%13%13%13%12%12%12%10%10%10%9%8%7%7%6%4%3%3%BasketballFitness,aerobics,cardioDancingBadmintonSoccerCyclingHikingGolfHunting/FishingSwimming/DivingBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=25,
Homematic
owners,n=555,
ownersofsmarthomedevices,
n=3860,
all
respondentsConsumer
Insights
Global
as
of
September
2023Homematic
owners
follow
similar
sports
leagues,
teams,
and
competitions
asowners
of
other
smart
home
brandsConsumer
lifestyle:
sports
followedTop10
sports
followed
byHomematic
owners
inSwitzerland38%19%15%14%12%12%12%12%12%11%11%10%10%9%8%8%8%7%7%6%7%6%6%6%5%5%4%3%3%2%Athletics(track&
field)BasketballCyclingSoccerBoxingMotorsportsAmericanfootballBaseballGymnasticsGolfBrand
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=17,
Homematic
owners,n=382,
ownersofsmarthome
devices,
n=2423,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
smart
home?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
38%
of
Homematic
owners
think
that
smart
appliances
in
theirhome
can
help
them
save
moneyConsumer
attitudes:housing
&household
equipmentAgreementwithstatements
towards
housing
&householdequipment
inSwitzerland42%38%35%32%32%31%31%29%28%
28%27%24%22%21%21%Making
myhomeenvironmentally
friendly
devices
inmy
home
canSmart
appliancesand
Home
safety
isespeciallyIamworried
thatpeople
canspy
onmethroughmy
devicesIt’stoo
expensive
toconvert
my
homeinto
aSmart
Homeimportant
to
meisimportant
tomehelp
me
save
moneyBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
Smart
Home
devices
from?’’;
Multi
Pick;
Base:
n=52,
Homematic
owners,n=597,
ownersofsmarthome
devices,
n=1317,
allrespondentsConsumer
Insights
Global
as
of
September
202356%
of
Homematic
owners
are
in
the
early
majority
of
innovation
adopter
typesConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSwitzerland56%41%40%26%25%20%
20%17%14%13%12%12%2%1%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=52,
Homematic
owners,n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
Homematic
owners
think
that
unifying
the
country
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Switzerland
accordingtoHomematic
owners42%39%33%32%32%31%28%27%29%25%24%28%27%25%25%23%21%21%21%21%21%19%18%18%15%13%11%
11%10%9%PovertyEnvironmentImmigrationCivilrightsEducationCrimeClimatechangeDefense
&foreign
affairsRising
prices/inflation/cost
of
livingUnifyingthecountryBrand
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=52,Homematic
owners,n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
ownersof
smart
home
devices,
Homematic
owners
tend
tohave
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSwitzerlandBrand
users15%15%17%31%50%4%Category
usersAllrespondents34%33%34%18%17%32%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=52,
Homematic
owners,n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsHomematic
ownersaccess
the
internet
via
a
smart
speaker
more
often
than
theaverage
smart
home
device
ownerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSwitzerland
useregularlytoaccess
theinternet89%
89%87%70%69%
69%56%54%54%51%50%50%50%48%47%46%
45%43%40%31%29%28%28%27%25%19%17%SmartphoneLaptopDesktop
PCSmart
TVTabletGaming
consoleAllrespondentsSmartwatchStreaming
device
Smart
speakersBrand
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=52,
Homematic
owners,
n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023Homematic
owners
tend
to
be
more
active
on
social
media
than
other
ownersof
smart
home
devicesMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinSwitzerland
bytype51%50%46%40%42%38%42%41%39%40%40%30%40%40%38%36%36%35%29%35%27%35%33%27%27%26%25%22%19%16%9%8%6%5%0%0%Liked
postsbyotherusersFollowedcompaniesSentprivate
Posted
textsFollowedpeoplePostedpictures/videosSharedpostsbyother
usersLikedcompanypostsSharedcompanypostsCommented
Ihaveonly
Ihaven’t
usedmessages/statusupdateson
postsused
social
social
mediamediapassivelyBrand
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=52,
Homematic
owners,n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023Homematic
owners
tend
to
go
to
the
movies
more
often
than
ownersof
smarthome
devices
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinSwitzerland
havebeen
usinginthepast4weeks80%71%70%69%69%67%66%64%63%57%57%55%53%51%48%47%46%43%
43%44%
43%
43%34%41%40%38%32%33%31%22%
22%32%20%Digitalvideo
Digitalmusiccontent
contentRadioMovies
/cinemaDailynewspapersTVMagazinesPodcastsOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand
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=35,
Homematic
owners,n=861,
ownersofsmarthome
devices,n=5951,
all
respondentsConsumer
Insights
Global
as
of
September
2023Homematic
owners
remember
seeing
ads
on
blogs
and
forums
more
oftenthan
other
owners
of
smart
home
devicesMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereHomematic
owners
inSwitzerland
havecome
across
digital
advertisinginthepast4weeks48%42%40%42%41%40%39%35%38%37%37%35%33%33%31%31%27%25%29%29%23%22%22%
21%21%20%19%18%15%13%Search
engines
Social
mediaVideo
portalsOnlinestoresEditorialwebsitesandappsMusicportals
Video
streamingservicesWebsitesandappsof
brandsBlogs/forumsNewslettersBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;
Base:n=52,
Homematic
owners,n=597,
ownersofsmarthome
devices,
n=7804,
all
respondentsConsumer
Insights
Global
as
of
September
2023Homematic
owners
remember
advertising
they
heard
on
the
radio
more
oftenthan
other
owners
of
smart
home
devicesMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSwitzerland
havecome
across
non-digital
advertisinginthepast4weeks48%39%48%43%42%42%40%38%36%35%30%
30%35%35%32%32%31%30%30%29%29%28%21%20%OnadvertisingspacesOntheradioInprinteddailynewspapersOnTVInprintedmagazinesandjournalsAtthemovies
By
mailshot
/Directly
inthestore/cinemaadvertisingmailon
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHome
devices
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