There is no doubt that the pandemic influenced anyone’s life during 2020, but what impact did it have on our homes and lifestyles? To answer the question, Samsung launched a study that, among the various conclusions, reveals that Europeans are ten times more likely to spend money on smart equipment for their homes than on branded clothing.

With the participation of more than 10,000 consumers from ten countries, with Portugal being left out, the study “Decentralized life: from confinement habits to a new way of living” helps to understand some of the changes of consumers due to COVID-19. One of the conclusions shows that, for many, the pandemic originated a bet on the domestic environment.

When asked how they could spend any money eventually saved, Europeans showed their ideas were well defined. The results show that respondents are almost 10 times more likely to say how much they would spend, for the options given, on smart technology or smart home appliances (38%) than on branded clothing (4%) or accessories (3% ).

In a statement, Benjamin Braun, Samsung’s chief marketing officer for Europe, explains the results now known. “Of course, people will want to use their homes as a way of expressing their personalities more than ever, so I am not surprised that they are more likely to invest in smart technology for their homes than in branded jewelry or clothing. ”, He says.

Consumers’ bet is reflected in the brand’s own sales. Benjamin Braun speaks of a “huge increase” in the demand for products that can be customized, such as wireless headsets and smart speakers.

Online training: a confinement “ritual” that Europeans want to continue to perform

The study data also shows that not only has the way people feel about their homes changed, but also the way they spend their time at home. In fact, 41% of Europeans surveyed say they now bet on activities at home, which they would never have done before.

Of those who tried new activities during the confinement period, the majority, 78%, said they would like to continue cooking more at home. As for the continuation of training, 60% said they intend to continue doing it online or at home a year from now, even though, however, all travel and physical distance restrictions are lifted.

Still in the fitness area, wearables play an increasingly important role in controlling activity levels. More than a third of European respondents say they are likely to buy wellness or fitness technology in the next 12 months. The use of the Samsung activity tracker increases 17% year on year.

Video calls are here to stay

Research data shows that half of respondents who started making video calls with friends or family, or who started doing it more frequently during the pandemic, intend to continue to have this strategy, even after all confinement restrictions have ended.

Perhaps also due to this bet, about 29% of Europeans have started using equipment with large screens to make video calls during the pandemic.

Conducted by Ipsos MORI for Samsung, the investigation interviewed people from the UK, France, Germany, Belgium, the Netherlands, Italy, Spain and Sweden, Norway and Poland. The surveys were carried out between 17 and 26 November this year.

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