Samsung Finder Awards: a closer look at how Australian consumers are shopping smarter

Australian consumers are increasingly careful about where they spend their money, particularly on big-ticket purchases like appliances and technology.

With more products, features and information available than you could ever possibly consume, they’re researching their options carefully while trying not to get overwhelmed by so much choice.

Samsung Newsroom sat down with Finder spokesperson and personal finance expert Sarah Megginson to explore how Australians are approaching major purchases. We also spoke about the trends and innovations shaping appliances and technology, along with the role independent recognition can play in helping everyday consumers seek out the best quality, reliability and value.

This year, Samsung received 60 Finder Customer Satisfaction Awards across 15 categories, including 12 wins and 48 highly commended recognitions.

Q: Australian consumers are navigating a rapidly shifting economic environment. What key trends is Finder observing when it comes to household purchasing behaviour and brand choice?

A: Consumers are becoming really considerate and intentional about where they spend their money, and this goes for everything from groceries and takeaways to bigger ticket items.

The difference when you’re making a significant purchase, such as a new fridge, washing machine, TV or mobile phone, is that you want to feel really confident you’ve made the right choice. Picking the wrong type of chips at the supermarket doesn’t have the same consequences as choosing an appliance that doesn’t quite meet your needs or expectations.

So, we’re seeing consumers put a lot of emphasis on value, quality, reliability and other people’s recommendations. People are doing a lot of research before they buy, using comparison tools, reviews and consumer feedback to narrow down their options.

Q: What trends are you seeing in the appliance and tech space?

A: Technology is obviously evolving incredibly quickly, with household appliances becoming more sophisticated and connected. Many households now have multiple appliances connected to wifi.

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At the same time, consumers are questioning the role tech plays in their life any more and are asking, “Is this actually worth paying for?” People want technology that adds something to their everyday lives, whether that’s making a task easier, improving entertainment or delivering better performance.

For major purchases, longevity and reliability are also important. If you’re spending a significant amount of money, you want confidence that other consumers have had a positive experience.

Q: What should Australians be aware of when shopping for household appliances and tech?

A: Start with what you actually need and work backwards from there. You want a really definitive set of ‘deal breakers’ so that you don’t get too off track when you’re comparing options.

It can be easy to get caught up in the latest features, but the most expensive or feature-packed product won’t necessarily be the right choice for every household. Make sure you think about the features you’ll genuinely use, compare specifications and of course factor in the prices.

This is where it can be really helpful to consider feedback from people who already own the product, online reviews and awards.

Q: With consumers researching heavily and looking for maximum value, what role do independent awards like the Finder Awards play in the modern buyer journey?

A: There is an enormous amount of choice available, and awards can provide a useful shortcut during the research process.

The Finder Customer Satisfaction Awards draw on feedback from Australians about brands they have actually used, assessing factors including trust, reliability, value and whether they would recommend a brand.

For shoppers, seeing a Finder Awards badge can be a useful signal that a brand has performed strongly in its category. It gives consumers another piece of information to consider alongside price, features and their own needs.

Q: Samsung has secured broad recognition this year across Mobile Phones, TVs, Fridges and Washing Machines. What does this reveal about Australian consumer sentiment?

A: Well, the breadth of the recognition is significant, because these are very different product categories, each with different considerations for consumers.

Samsung received 60 Finder Customer Satisfaction Awards at this year’s awards in total, including 12 wins and 48 highly commended recognitions. The wins include most loved, most trusted, top quality, most recommended, top value, most reliable and top performance.

This level of recognition shows that Samsung has performed strongly across several measures that consumers consider when they’re reviewing and assessing products. Ultimately, the Finder Awards reflect consumer experiences and opinions captured through research, giving shoppers insight into how other consumers feel about different products and brands.

Q: In mobile and TV technology, Samsung picked up recognition for Top Quality, Most Loved and Most Recommended. How do awards like these reflect consumer sentiment in fast-moving categories?

A: Technology is one of the fastest-moving areas of the consumer market, with new products and features constantly being introduced and lots of jargon used which can get confusing. The rate of change and terminology can be hard to keep up with! Recognition such as top quality, most loved and most recommended gives consumers another way to assess products beyond a list of specifications. Hearing from people who have already used those products can provide valuable context around the ownership experience.

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Q: What signal should seeing a Finder Award badge on a Samsung product communicate to an Australian shopper?

A: Think of it as a prompt to take a closer look. A Finder Award indicates that a product or brand has performed strongly in its category against the relevant award criteria. It can give consumers extra confidence when they’re comparing their options. Once consumers have found a product or service they’re interested in, they can also look for opportunities to get additional value.

Q: What do you think the appliance and tech space will look like in 20 years?

A: It’s difficult to predict exactly what we’ll be buying in two years, let alone 20 years. But we can be certain that technology will become increasingly integrated into our everyday lives.

We’ll see appliances and devices become more intelligent, personalised and connected. The bigger challenge for consumers will be deciding which innovations genuinely improve their lives, versus which ones can just add more noise.

That’s why independent information will continue to matter. Consumers will always want to know: Does it work? Is it good quality? Do people love it? Would they recommend it? And, ultimately, is it worth my money?