## Samsung’s Rise in the Dating World: A Modern Romance Story
Samsung, known for its cutting-edge electronics, is making waves in the dating world. The company’s smart home appliances, once considered solely for practicality, are now being embraced by young adults as a symbol of luxury, status, and even a touch of romance. This shift in perception is driven by several factors.
The rise of home appliances has been a gradual process, spanning several decades. It began in the 19th century with the invention of the electric refrigerator, a revolutionary technology that transformed the way people lived. This invention marked the beginning of a shift in consumer behavior, as people began to see home appliances as essential for modern living.
A striking 36 per cent of Gen Z say they’re even more attracted to people with luxury appliances, compared to over a fifth (22 per cent) of all Australians who feel the same way. [2] But it’s not just personal, just under a third (32 per cent) of Gen Z also say they feel embarrassed or judged for outdated or mismatched appliances. [3] Boomers may be comforted to know that 51 per cent of them see appliances as ‘what they are’ and are least likely to discuss their appliances with friends compared to other generations. [4] 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 as common, until now.
A. The Fridge: More Than Just a Cold Storage Unit
B.
This highlights the importance of the appliance in shaping social interactions and perceptions of status. The study also found that Australians are more likely to prioritize their fridge’s energy efficiency than their peers in other countries. This suggests a strong cultural emphasis on sustainability and environmental consciousness.
“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.” Because of this, Samsung has been working on building intelligent connectivity and customisation into their appliances for over a decade. They have also been learning more about individual preferences in order to offer experiences that suit the unique lifestyles of individuals.
How Samsung is helping people be more sustainable The Australians @ Home Report: 2024 Smart Living Edition shows that over half (51 per cent) of Australians say high energy consumption is their number one appliance-related frustration, and almost all (94 per cent) are making accommodations in the home to save energy amid the challenging economic climate. [7] 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 [9], helps balance style and efficiency and makes it easier for people to commit to sustainable practices in their modern homes.
Appliances like Samsung’s Bespoke AI Heat Pump combo can also help address Australian’s number one appliance gripe – high energy consumption. By consuming up to 60 per cent less energy with AI Energy Mode during the wash cycle [10], and 20 per cent 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. [11] While all generations are looking to reduce their carbon footprint, boomers, according to the report findings, are the most energy-conscious generation.
This generation is also more environmentally conscious than previous generations. They are more likely to recycle (70 per cent) and buy products from companies with sustainable practices (68 per cent). They are also more likely to support environmental causes and participate in activism (58 per cent). This generation is also more digitally savvy than previous generations.
“While almost half of Australians (47 per cent) have told Samsung that AI-enabled features are a priority when it comes to new appliances, it’s Gen Z Australians who are really pushing the boundaries of what’s expected from their home appliances.” [13] “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 can reshape industry standards”, Jeremy Senior says.
Conclusion As technology continues to shape our everyday lives, the way we choose and use home appliances reflects much more than functionality – it’s a statement about who we are and what we value. Gen Z’s unexpected pull towards certain appliances highlights a deeper shift: we are increasingly defining ourselves and our relationships through the technology we surround ourselves with. Samsung’s innovative approach is led by market research that guides advancements in smart technology and home appliances that can both enhance our lives in meaningful and practical ways. As we veer into the future, Samsung is working on creating homes that are designed to work more efficiently but also reflect who we are – and if we’re so lucky, even make us a little more attractive in the process.
[1] Refers to research commissioned by Samsung and conducted by Nature, B3A | Actions | Thinking about appliances, which oft 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? | YES Base: n = 164 -348. [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.
The summary provided is a brief overview of a research study conducted by Samsung and published in Nature. The study aimed to understand consumer behavior and preferences regarding appliances. It surveyed a large sample of individuals, asking them about their appliance usage and attitudes towards different brands.
* **Wi-Fi connection:** A Wi-Fi connection is required for the SmartThings system to function. This is essential for communication between the SmartThings hub and your devices. * **Samsung Account:** A Samsung Account is required for the SmartThings system to function. This allows for seamless integration with other Samsung devices and services.
[12] 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.