The little giants of the home

Key findings

1. Online stores (70%) and physical stores (69%) are almost equal; brands’ own websites are at 30%. The C2 group still prefers stores.
2. 31% always buy the same brand and 44% are open to others; for 59%, local versus foreign does not matter.
3. Durability is the top criterion (95%), followed by warranty, features, brand reliability and after-sales support; design comes last.
4. Gen Z focuses on price; Gen X and Y on usage factors such as brand, energy efficiency and functionality.
5. Robot vacuums (69%) and air fryers (68%) are the stars; saving time is the biggest benefit (78%).
6. 85% welcome new brands entering the market for more competition and lower prices.
7. Online user reviews (64%) and recommendations from people they know (58%) are trusted most; only 21% trust advertising.

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