New Samsung Electronics Report Reveals Major Generational Shift in Home Appliance Trends

Appliances and dating?! 36% of Gen Z’s admit to being attracted to people with luxury home appliances. [1]

Mismatched appliances making your home look like a hot mess? A quarter of Australians feel judged by inconsistent or outdated appliances. [2]

Is your fridge a social magnet? 34% of Gen Z say it’s the key to hosting the ultimate party! [3]

Samsung Family Hub Fridge and built-in cooking range, including AI Oven, rangehood, cooktop, and dishwasher. Image simulated for illustrative purposes.

Samsung Electronics Australia has today released the Australians @ Home Report: 2024 Smart Living Edition. The report’s findings reveal a generational shift in the perception of home appliances, particularly with Gen Z and Millennials.

According to the report, younger Australians are redefining what it means to have a stylish, yet functional home. No longer is an appliance a device for a particular purpose or use, but an object of status, and in some cases, attraction.

While appliance aesthetics are becoming a priority, the data also reveals that looks aren’t everything. Practicality amid a cost-of-living crunch also plays a major role in their purchase decision, increasing demand for a new category for smart, high-value appliances.

“Our Samsung Australians @ Home Report: 2024 Smart Living Edition reveals Millennials and Gen Z are leading the charge in redefining what it means to own and showcase home appliances,” said Jeremy Senior, Vice President – Consumer Electronics, Samsung Electronics Australia. “These insights demonstrate a clear generational divide. While energy savings are crucial for everyone, younger generations prioritise sleek design and smart AI functionality.

“At Samsung, we’ve been building intelligent connectivity and customisation into our appliances for over a decade to bring meaningful value to Australian lives. Though innovation, we’re able to offer all Australians appliances that can adapt, and increasingly learn individual preferences, to offer experiences that suit their unique lifestyles and meet their needs in a way that makes them proud.”

Appliance Envy is Rising

Having the latest technology or the coolest gadgets has been a leading trend for decades but hearing a friend rejoice over the latest fridge or vacuum hasn’t been common, until now.

As social media usage continues to generate an influx of ‘foodie’ cooking trends, it’s no surprise to see that the humble fridge is emerging as a particular source of personal pride. One quarter (25%) of Australians and over a third (34%) of Gen Z say they’re more likely to invite people over if they have a fancy fridge, highlighting a growing trend for modern appliances that are seen as status symbols, and how a stylish home environment is becoming a key factor in creating core memories.[4]

The data also suggests a rising sentiment of personal pride and envy attached to our appliances, particularly with younger people. Just as Australian’s may take pride in their lawns or barbeque set-up; the data shows similar affections being adopted towards household appliances.

More than a quarter (28%) of Australians say they prefer visiting friends and attending events in homes with modern, luxury or smart appliances. One quarter (25%) of all Australians and just under a third (32%) of Gen Z also say they feel embarrassed or judged for outdated or mismatched appliances.[5]

Interestingly, over a fifth (22%) of all Australians and a striking 36% of Gen Z say they’re even more attracted to people with luxury appliances, with some even expressing an emotional attachment to their appliances. This compares to 51% of Boomers who see appliance as ‘what they are’ and are least likely to discuss their appliances with friends compared to other generation.[6]      

Samsung French-door refrigerator. Image simulated for illustrative purposes.

Practical elements more important than ever as cost-of-living bites

The rising desire for stylish appliances is balanced by the need for practicality, as cost-of-living pressures continue to dominate Australian households. Where aesthetics meets convenience, the findings show a new ‘high value’ appliance category emerge – sleek appliances that also make everyday life easier.

This comes as the Australians @ Home Report: 2024 Smart Living Edition shows that over half (51%) say high energy consumption is their number one appliance-related frustration, and almost all (94%) are making accommodations in the home to save energy amid the challenging economic climate.

Samsung’s SmartThings app bridges the gap between aesthetics and practicality by seamlessly connecting users to their appliances and allowing appliances to interact with each other. The app, alongside features like SmartThings Energy helps balance style and efficiency, promoting sustainable practices in modern homes.

Consumers are turning to smart, connected devices that save time and energy. Appliances like Samsung’s Bespoke AI Heat Pump combo can help address Australian’s number one appliance gripe – high energy consumption. Consuming up to 60% less energy with AI Energy Mode during the wash cycle[7][8] and 20% less during the dry cycle when compared to using the same cycle without AI Energy Mode; the range offers a smart, efficient choice for those looking to maximise potential savings on energy costs while maintaining a stylish and efficient home.[9]

While all generations are looking to reduce their carbon footprint, boomers, according to the report findings, are the most energy-conscious generation. This generation make additional effort to keep energy consumption down such as turning off devices (62%), using LED light bulbs (44%), and only using air conditioning or heating when it’s abnormally hot or cold (53%).

Samsung’s Bespoke AI Heat Pump combo. Image simulated for illustrative purposes.

AI for all: paving the way for a bright, modern smart home

AI’s growing presence in home devices is captivating consumers, with the report showing a rising appetite for smart technology.

Australians recognise that intelligent appliances have the biggest impact when they’re linked together as part of an ecosystem, and they demonstrate a fast-growing taste for more intelligent and connected smart home experiences.

“While almost half of Australians (47%) have told us that AI-enabled features are a priority when it comes to new appliances[10], it’s Gen Z Australians who are really pushing the boundaries of what’s expected from their home appliances.

“This generation can see the potential for appliances with AI technologies to empower them to take control of things that matter most to them, such as energy management and food waste reduction. Samsung is invigorated by Australian consumers’ appetite for stylish, connected and customisable appliances, and looks forward to continuing to provide solutions that reshape industry standards,” Mr. Senior concludes.

[1] Refers to research commissioned by Samsung and conducted by Nature, B3A | Actions | Thinking about appliances, which of the following apply to you? | YES Base: n = 164 -348.

[2] Refers to research commissioned by Samsung and conducted by Nature, B3A | Actions | Thinking about appliances, which of the following apply to you? | YES Base: n = 164 -348.

[3] Refers to research commissioned by Samsung and conducted by Nature, B3A | Actions | Thinking about appliances, which of the following apply to you? Sample size: n = 1,010.

[4] Refers to research commissioned by Samsung and conducted by Nature, B3A | Actions | Thinking about appliances, which of the following apply to you? | YES Base: n = 164 -348.

[5] Refers to research commissioned by Samsung and conducted by Nature, B3A | Actions | Thinking about appliances, which of the following apply to you? | YES Base: n = 164 -348.

[6] Refers to research commissioned by Samsung and conducted by Nature, B3A | Actions | Thinking about appliances, which of the following apply to you? | YES Base: n = 164 -348.

[7] Feature available on the Bespoke AI Heat Pump Combo by selecting AI Opti Wash and Dry cycle and enabling AI Energy Mode.

[8] Tested on the WD18DB8995BZSA Samsung Bespoke AI Heat Pump Combo comparing results with AI Energy Mode turned on (Wash –Avg0.11055kWh / Dry –Avg. 1.0150) and off (Wash -Avg0.31911kWh / Dry –Avg. 1.2791kWh). Tested with 3kg Cotton base load and using AI Opti Wash and Dry cycle. Actual energy saving may vary, depending on variables including the wash and/or dry cycle, type of detergent and laundry materials. Available via the SmartThings App on Android and iOS devices. A Wi-Fi connection and a Samsung account are required

[9] Actual energy savings may vary depending on a number of variables including the wash and/or dry cycle, type of detergent and laundry materials.

[10] Samsung Cooking Report, conducted by Nature market research: Cooling & Meal, 2024. Prep. N=1,020.

Download the report here: Australians at Home Report