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CONSUMERS&BRANDSSmart
home:
Belkin
owners
inItalyConsumer
InsightsSeptember2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofBelkin
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
Belkin
owners
inItaly
(’’brand
users’’)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
insightsBelkin
is
the
eighth
most
ownedsmart
home
brand
in
Italy
with
Samsung
in
firstplaceManagement
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
Belkin
grew
by1
percentagepoint
since
Q1
of
2021Management
summary:
brandusagetimelineTimeline
of
ownersof
smart
homedevicesowningBelkin6%6%6%6%5%5%5%5%5%5%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=31
-
51
Belkin
owners,n=593
-
793
ownersof
smarthome
devicesSources:Consumer
Insights
Global
as
of
September
2023Belkin
owners
in
ItalyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsBelkin
ismore
popularamongMillennials
thanother
smart
homebrands.Success
and
career
advancement
arerelatively
important
to
Belkin
owners.Itstands
out
that51%
ofBelkin
ownersthink
thathome
safety
isespeciallyimportant.Belkin
owners
access
theinternet
viaasmartwatch
more
often
thantheaverage
smart
home
device
owner.Family
andparentingarerelativelyCompared
toothersmart
home
brands,
prevalent
interests
of
Belkin
owners.Belkin
hasarelatively
highshareofmale
owners.22%
ofBelkin
owners
areinthe
latemajority
of
innovationadopter
types.Onsocial
media,
Belkin
owners
interactwith
companies
more
often
than
otherowners
of
smart
home
devices.Making
musicisarelatively
popularhobbyamong
Belkin
owners.43%
ofBelkin
owners
think
thatunemployment
isanissuethatneeds
tobeaddressed.Belkin
hasalarger
shareof
owners
withahighincome
than
other
smart
homebrands.Belkin
owners
remember
hearing
adson
musicportalsand
streaming
servicesmore
often
than
other
owners
of
smarthome
devices.Belkin
owners
are
more
likely
to
live
inlarge
citiesthanowners
ofsmart
homedevices
ingeneral.6Sources:Consumer
Insights
Global
as
of
September
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Belkin
is
more
popular
amongMillennials
than
other
smart
home
brandsDemographic
profile:
generationsAgeof
consumersinItalyBrand
users27%43%24%6%Category
usersAllrespondents19%19%33%37%11%31%38%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=51,
Belkin
owners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsSources:Consumer
Insights
Global
as
of
September
2023Compared
to
other
smart
home
brands,
Belkin
has
a
relatively
high
share
ofmale
ownersDemographic
profile:
genderGenderofconsumersinItalyBrand
users57%43%Category
usersAllrespondents51%49%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=51,
Belkin
owners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsSources:Consumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
Belkin
owners
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinItaly35%30%29%22%20%19%19%18%17%17%16%10%9%
9%6%5%
5%4%4%3%
3%Bachelor
degree
Master
degree
Doctoral
degreeNoformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationeducation
(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=51,
Belkinowners,
n=793,
ownersofsmarthome
devices,n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Belkin
has
a
larger
share
of
owners
with
a
high
income
than
other
smart
homebrandsDemographic
profile:
incomeShare
ofconsumersinItaly
inthehigh,
middle,
andlowthirdsofmonthly
household
gross
incomeBrand
users41%32%27%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=51,
Belkin
owners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
ownersof
smart
home
devices,
Belkin
owners
are
relativelylikely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinItaly
live45%37%33%23%
23%21%20%16%12%12%10%9%8%6%6%5%4%3%
3%Other2%
2%Multi-SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo
or
morehouseholdgenerationalfamilyrelated
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=51,
Belkinowners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Belkin
owners
are
more
likely
to
live
in
largecities
than
owners
of
smart
homedevices
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinItaly33%32%32%25%
25%22%21%20%20%18%12%
12%11%10%8%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=51,
Belkin
owners,n=793,
ownersofsmarthome
devices,
n=12196,
allrespondentsConsumer
Insights
Global
as
of
September
20234%
of
Belkin
owners
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinItalyBrand
users4%90%6%Category
users6%85%10%Allrespondents
5%86%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=51,
Belkin
owners,n=793,
ownersofsmarthome
devices,n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
Belkin
ownersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinItaly59%57%55%54%49%47%33%33%35%34%32%27%32%32%31%27%25%22%27%25%22%22%19%20%15%17%16%14%9%
9%TobesuccessfulAhappyrelationshipAnhonest
andrespectable
lifeSafety
andsecurityMaking
myown
decisionsHavingagood
timeSocial
justiceAdvancingmy
careerLearningnew
thingsTraditionsBrand
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=51,
Belkin
owners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Family
and
parenting
are
relatively
prevalent
interests
of
Belkin
ownersConsumer
lifestyle:
main
interestsTop10
interestsofBelkinownersinItaly58%58%56%56%51%50%45%41%44%39%44%43%42%42%42%41%39%36%33%34%32%35%35%35%35%33%33%31%27%24%Food
&diningScience
&technologyTravelHealth
&fitnessMovies,TVshows&musicArts&literatureFamily
&parentingHistoryPolitics&societyandcurrentworld
eventsSportsBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=51,
Belkin
owners,n=793,
ownersofsmarthome
devices,
n=12196,
allrespondentsConsumer
Insights
Global
as
of
September
2023Making
music
is
a
relatively
popular
hobby
among
Belkin
ownersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofBelkinownersinItaly46%45%43%43%
43%39%38%36%38%37%36%35%34%34%31%31%31%
30%27%29%29%
29%27%27%17%15%15%15%12%12%Tech
/computersSocializingDoing
sportsandfitnessTravelingCars/vehiclesMaking
musicVideo
gamingOutdooractivitiesMeditation/wellnessReadingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=51,
Belkin
owners,n=793,
ownersofsmarthome
devices,
n=12196,
allrespondentsConsumer
Insights
Global
as
of
September
2023Belkin
owners
are
more
likely
to
play
baseball
or
softball
than
other
owners
ofsmart
home
devicesConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofBelkinownersinItaly40%32%29%26%23%22%17%16%16%15%13%13%12%12%11%10%10%10%10%10%10%8%8%5%3%2%2%1%Badminton1%1%BasketballCyclingRunning/JoggingSoccerBaseball/SoftballFitness,aerobics,cardioHikingSwimming/DivingCricketBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=22,
Belkin
owners,n=878,
ownersofsmarthomedevices,
n=5965,
all
respondentsConsumer
Insights
Global
as
of
September
2023Belkin
owners
follow
similar
sports
leagues,
teams,
and
competitions
as
ownersof
other
smart
home
brandsConsumer
lifestyle:
sports
followedTop10
sports
followed
byBelkinowners
inItaly81%39%34%29%27%27%24%24%21%20%16%12%12%12%12%12%10%10%9%8%7%6%6%6%6%4%4%4%4%2%SoccerBasketballTennisVolleyballCyclingMotorsportsSwimming/divingAmericanfootballAthletics(track&
field)BoxingBrand
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,
Belkinowners,
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
51%
of
Belkin
owners
think
that
home
safety
is
especiallyimportantConsumer
attitudes:housing
&household
equipmentAgreementwithstatements
towards
housing
&householdequipment
inItaly51%35%35%33%33%29%27%27%26%24%
25%23%
23%22%20%Home
safety
isespecially
It’stoo
expensive
toSmart
appliancesandMaking
myhomeIamworried
thatimportant
to
meconvert
my
homeinto
aSmart
Homedevices
inmy
home
can
environmentally
friendly
people
canspy
onmehelp
me
save
moneyCategory
usersisimportant
tomethroughmy
devicesBrand
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
Smart
Home
devices
from?’’;
Multi
Pick;
Base:
n=51,
Belkinowners,
n=793,
ownersofsmarthome
devices,
n=2035,
all
respondentsConsumer
Insights
Global
as
of
September
202322%
of
Belkin
owners
are
in
the
late
majority
of
innovation
adopter
typesConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinItaly52%51%49%22%22%18%17%16%15%15%13%6%2%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=51,
Belkin
owners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
202343%
of
Belkin
owners
think
that
unemployment
is
an
issue
that
needs
to
beaddressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Italy
accordingtoBelkinowners59%
59%59%57%53%50%46%46%45%44%
44%44%43%43%
43%41%
41%35%41%40%37%35%33%33%31%31%27%26%25%25%Unemployment
ClimatechangeEconomicsituationEducationHealth
andsocial
securityPovertyCrimeRising
prices/inflation/cost
of
livingEnvironmentFood
andwater
securityBrand
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=51,Belkin
owners,n=793,
ownersofsmarthome
devices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Belkin
owners
tend
to
have
more
left
leaning
political
views
than
other
ownersof
smart
home
devicesConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinItalyBrand
users37%8%47%8%Category
usersAllrespondents25%26%25%30%29%20%21%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=51,
Belkin
owners,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
touchpointsBelkin
owners
access
the
internet
via
a
smartwatch
more
often
than
the
averagesmart
home
device
ownerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinItalyuseregularly
toaccesstheinternet95%
94%92%75%75%
75%70%69%69%67%65%59%57%54%51%49%47%47%47%39%35%29%27%27%25%25%25%SmartphoneLaptopSmart
TVTabletDesktop
PCSmartwatchGaming
console
Smart
speakers
Streaming
deviceBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=51,
Belkin
owners,n=793,
ownersofsmarthomedevices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023On
social
media,
Belkin
owners
interact
with
companies
more
often
than
otherowners
of
smart
home
devicesMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinItaly
by
type62%59%62%59%61%61%60%56%50%49%46%43%43%41%47%44%37%32%30%35%27%
27%33%29%19%22%21%18%11%10%9%
9%5%4%
4%0%Postedpictures/videosSentprivate
Liked
postsFollowedpeoplePosted
texts
CommentedSharedpostsbyother
usersLikedcompanypostsSharedcompanypostsFollowedIhaveonly
Ihaven’t
usedmessagesbyotherusers/statusupdateson
postscompanies
used
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=51,
Belkin
owners,n=793,
ownersofsmarthomedevices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
2023Belkin
owners
tend
to
listen
to
digital
music
content
more
often
than
owners
ofsmart
home
devices
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinItaly
havebeen
using
inthepast4weeks88%87%75%71%67%
67%64%62%
62%61%57%
52%49%50%35%45%41%39%33%30%33%33%32%32%29%17%25%22%23%20%18%15%14%TVDigitalmusic
Digitalvideocontent
contentRadioOnlinenewswebsitesMovies
/cinemaMagazinesDailyWeeklyPodcastsOnlinemagazinesnewspapers
newspapersBrand
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=28,
Belkin
owners,n=882,
ownersofsmarthome
devices,
n=6103,all
respondentsConsumer
Insights
Global
as
of
September
2023Belkin
owners
remember
hearing
ads
on
music
portals
and
streaming
servicesmore
often
than
other
owners
of
smart
home
devicesMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereBelkinownersinItaly
havecome
across
digital
advertisinginthepast4weeks45%43%41%41%41%37%36%35%35%35%35%33%32%31%31%30%29%28%26%27%27%24%22%21%20%20%19%18%17%16%Social
media
Video
streamingservicesEditorialwebsitesandappsOnlinestoresVideo
portalsVideo
gamesMusicportalsNewslettersSearch
enginesWebsitesandappsof
brandsBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;
Base:n=51,
Belkin
owners,n=793,
ownersofsmarthomedevices,
n=12196,
all
respondentsConsumer
Insights
Global
as
of
September
202343%
of
Belkin
owners
remember
ads
they
saw
out-of-homeMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinItalyhave
come
across
non-digital
advertisinginthepast4weeks66%65%55%43%39%37%37%29%36%33%33%27%
27%33%31%30%22%22%22%21%
21%18%17%18%OnTVOnadvertising
By
mailshot
/OntheradioDirectly
inthestoreAtthemovies/cinemaInprintedmagazinesandjournalsInprinteddailynewspapersspacesadvertisingmailon
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
SmartHome
devices
from?’’;
Multi
Pick;
Base:n=51,
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