Pictured: The Donaldson’s care for their toddler, pup, kitten and 16 plants

Samsung Electronics Co., Ltd. has today revealed new research that finds Australians are using smart technology to enhance their everyday lives, with up to 80 per cent of Gen MZs (Millennials and Gen Z) surveyed are using smart TVs, phones, tablets, refrigerators, washer, dryers and vacuums to help care for their loved ones[1]. As smart technology – spanning intelligent products and connected ecosystem solutions – becomes embedded in daily life, new research from Samsung reveals Gen MZ are increasingly interested in finding creative, connected solutions to care for people, pets, plants and everything in between.

The research also found that over a third of Gen MZ feel smart tech makes them feel more assured (38 per cent), secure (37 per cent) and connected (36 per cent). From smart TVs that help families stay entertained and informed, to AI-powered appliances that take the guesswork out of daily chores.

 “Smart technology is redefining the way Australians look after their loved ones and the things they care most about – from kids and parents to pets and plants. Our insights tell us Gen MZ are already embracing smart devices to support daily life, and it’s clear that connected living is no longer a future concept, but a current reality. Through the intelligent power of SmartThings and our open connected ecosystem, we’re helping Australians feel more assured in how they live, work and care for others,” said Phil Gaut, Director – Consumer Electronics, Samsung Electronics Australia.

Smart technology – a growing household necessity

As connected devices becoming increasingly common in Australian households, tech-savvy Gen MZs are at the forefront – collectively spending an average of $9.2 billion in the last year[2].

Gen MZ are harnessing smart technology to support a wide range of care with top 5 being, partners (58%), dogs (52%), children (46%), plants (38%) and cats (31%). Gen MZ are redefining home life with smart, intuitive technology. Turning connected living from novelty to necessity by simplifying busy lives and making homes more responsive to their needs.

Smart technology relieves parenting stress

In the busyness of modern family life, Gen MZ parents[3]are turning to smart tech to bring a sense of calm and control. Over a third (34 per cent) admitting to using smart technology to help organise their day, and stay connected (36 per cent) when caring for loved ones. From streamlining the day to day to entertaining the kids, more than half (53 per cent) of Gen MZ parents reveal they use TVs, phones or tablets as tools to entertain or educate their children, suggesting a willingness for smart technology to assist with parenting duties – and the trend is only growing. In fact, over half of Australian parents  (51 per cent) have spent up to $2,000 on smart devices within the past 12 months with a further 78% planning to invest further on smart technology over the next five years, revealing a strong appetite for connected solutions that can help make caring a little easier.

Creative ways to care smarter for your pets

Samsung’s technology can help cater for unique needs, like those of ‘paw-rents’ who are using smart TVs to entertain their fur babies. A third (30 per cent) of pawrents say they use screen time to keep their pets entertained, or to calm them when their pet is stressed. Cartoons are the go-to genre (37 per cent), followed by music videos (27 per cent) and sports (27 per cent). With a quarter of those using screen time (25%) admitting their pets are movie buffs with feature films preferred.

Beyond entertainment, smart tech is also helping paw-rents create a happy home for their pets (30 per cent). From robot vacuums (used by 26 per cent) to smart cameras and monitors (24 per cent) that allow for them to check in whilst they are out and about. Through open ecosystem platforms like Samsung SmartThings, Gen MZ can bring these devices together – scheduling cleaning, streaming calming content, or receiving pet-specific alerts, all from one app. This level of smart integration is helping Gen MZ pawrents feel more connected to their pets, even when they’re apart.

In addition, city based pawrents use smart technology when caring for their pets (34 per cent) over pet owners in regional areas (20 per cent), despite Samsung research showing pawrents are more incident in regional locations (82% vs. 70% in metro).

A growing generation of plant parents

It’s not just people and pets getting the smart tech treatment – plants (38 per cent) are part of the family too for Gen MZ.

Over a third (38 per cent) use smart technology for watering; room temperature and humidity control (33 per cent); and lighting (29 per cent). With 14% of respondents admitting to using speakers to play music to their plant, with pop and classical popular choices.

Open connected ecosystems like Samsung SmartThings can offer plant parents the ability to bring these functions together – setting up routines that controls the homes temperature, automate lighting schedules, and even cue up music. It’s making plant care simpler, smarter, and more in tune with the needs of every leafy companion.

For Gen MZ, connected living is about practicality – streamlining daily life and making smart homes more responsive to their needs. As this shift accelerates, smart ecosystems are transforming home technology. Devices no longer operate in isolation; instead they work together from smartphones, TVs, refrigerators to vacuums and washing machines. All in all creating a more fluid and efficient experience.

Open smart home platforms like Samsung SmartThings enable Gen MZ to integrate existing technology, making home life more seamless and coordinated. Whether managing routines, caring for loved ones, or tending to pets and plants, connected living is becoming an essential part of modern Australian homes.

For more information, please visit www.samsung.com/au/

[1] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged 18–40, in line with the current ABS census statistics. The fieldwork was conducted between 1st to 4th March 2025. Research surveyed Gen MZ Australians who currently care for someone or something and either use or are open to using smart technology to assist in that care. Total sample; Unweighted; base n = 1012

[2] Refers to research commissioned by Samsung and conducted by Pure Profile

[3]   Gen MZ parents are those identified as caring for children between the ages of 0-17