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CONSUMERS&BRANDSSmart
home:
Ikea
Trådfriowners
in
FinlandConsumer
InsightsSeptember2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofIkeaTrådfri
owners
inFinland:who
theyare;
whatthey
like;
what
theythink;and
how
toreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
toRegion:
56countriesbenchmark
Ikea
Trådfriowners
inFinland(’’brandusers’’)
againstFinnishowners
of
smart
home
devicesingeneral
(’’category
users’’),
and
theoverall
Finnishonliner,
labelled
as’’all
respondents’’
inthe
charts.Numberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
Finland)•
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
insightsWith
a
user
share
of
11%,
Ikea
Trådfri
is
one
of
the
top
5
smart
home
brands
inFinlandManagement
summary:
brandusageand
competitionTop10
most
owned
smart
home
brandsin
FinlandSamsungPhilips28%26%Google
HomeTP-Link23%13%Ikea
TrådfriVerisure11%11%Logitech10%AssaAbloyAirThingsABB8%6%5%4Notes:"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=564,
ownersofsmarthome
devicesSources:Consumer
Insights
Global
as
of
September
2023The
share
of
owners
of
smart
home
devices
owning
Ikea
Trådfri
grew
by3percentage
points
since
Q4
of
2021Management
summary:
brandusagetimelineTimeline
of
ownersof
smart
homedevicesowningIkeaTrådfri11%9%9%9%9%9%8%2021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=37
-
61
Ikea
Trådfriowners,n=443
-
564
ownersofsmarthome
devicesSources:Consumer
Insights
Global
as
of
September
2023Ikea
Trådfri
owners
in
FinlandManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsIkea
Trådfri
ismore
popularamongMillennials
thanother
smart
homebrands.Anhonest
and
respectable
lifeis
lessItstands
out
that46%
ofIkea
Trådfriimportant
to
Ikea
Trådfri
owners
thanto
owners
thinkthatsmart
appliancesinIkea
Trådfri
owners
access
theinternetviaastreaming
device
more
often
thantheaverage
smart
home
device
owner.other
owners
of
smart
home
devices.theirhome
canhelp
themsavemoney.Ikea
Trådfri
ismore
popularamongmale
owners
of
smart
home
devicesthan
female
owners
of
smart
homedevices.Science
andtechnology
are
relativelyprevalent
interests
of
Ikea
Trådfriowners.36%
ofIkeaTrådfri
owners
areinnovators
or
early
adopters
ofnewproducts.Onsocial
media,
Ikea
Trådfriownersinteract
with
companies
more
oftenthan
other
owners
of
smart
homedevices.Tech
or
computers
arerelativelyIkea
Trådfri
hasalarger
shareof
owners
popularhobbiesamong
Ikea
TrådfriArelatively
highshare
ofIkea
Trådfriowners
thinkthattheenvironment
isanissuethatneedstobeaddressed.Ikea
Trådfri
owners
remember
seeingadson
blogs
and
forums
more
oftenthan
other
owners
of
smart
homedevices.with
ahigh
income
than
other
smarthome
brands.owners.Ikea
Trådfri
owners
aremore
likely
toliveinlarge
citiesthan
owners
ofsmarthome
devices
in
general.6Sources:Consumer
Insights
Global
as
of
September
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+Ikea
Trådfri
is
more
popular
among
Millennials
than
other
smart
home
brandsDemographic
profile:
generationsAgeof
consumersinFinlandBrand
users21%23%21%43%30%7%Category
usersAllrespondents35%33%9%33%33%13%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=61,
IkeaTrådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsSources:Consumer
Insights
Global
as
of
September
2023Ikea
Trådfri
is
more
popular
among
male
owners
of
smart
home
devices
thanfemale
ownersof
smart
home
devicesDemographic
profile:
genderGenderofconsumersinFinlandBrand
users79%21%Category
usersAllrespondents51%49%49%51%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=61,
IkeaTrådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsSources:Consumer
Insights
Global
as
of
September
202359%
of
Ikea
Trådfri
owners
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinFinland34%34%32%28%26%20%20%16%16%15%13%13%6%
6%5%3%3%2%
2%2%
2%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(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=61,
IkeaTrådfriowners,
n=564,
ownersofsmarthome
devices,n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023Ikea
Trådfri
has
a
larger
share
of
owners
with
a
high
income
than
other
smarthome
brandsDemographic
profile:
incomeShare
ofconsumersinFinlandinthehigh,
middle,
and
lowthirdsof
monthlyhouseholdgrossincomeBrand
users59%24%17%Category
usersAllrespondents38%33%29%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=61,
IkeaTrådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
ownersof
smart
home
devices,
Ikea
Trådfri
owners
arerelatively
likely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinFinland
live41%32%32%30%30%26%26%23%10%10%8%8%5%
5%5%3%2%
2%Other2%0%
0%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo
or
moregenerationalfamilyrelated
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=61,
IkeaTrådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023Ikea
Trådfri
owners
are
more
likely
to
live
in
large
cities
than
ownersof
smarthome
devices
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinFinland48%43%43%32%31%31%19%18%18%7%7%3%Rural
communitySmall
townMedium-sized
townLarge
cityBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
providersdo
you
ownSmartHome
devices
from?’’;
Multi
Pick;Base:n=61,
Ikea
Trådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
allrespondentsConsumer
Insights
Global
as
of
September
202310%
of
Ikea
Trådfri
owners
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinFinlandBrand
users10%7%80%10%Category
usersAllrespondents78%15%7%79%14%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=61,
Ikea
Trådfriowners,n=564,
ownersofsmarthome
devices,n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedAn
honest
and
respectable
life
is
less
important
to
Ikea
Trådfri
owners
than
toother
ownersof
smart
home
devicesConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinFinland59%56%57%56%53%48%43%41%36%
38%33%31%
28%26%31%31%
27%26%21%23%23%20%14%13%13%12%
12%12%9%8%AhappyrelationshipSafety
andsecurityMaking
myown
decisionsHavingagood
timeAnhonest
andrespectable
lifeLearningnew
thingsSocial
justiceTraditionsTobesuccessfulAdvancingmy
careerBrand
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=61,
Ikea
Trådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023Science
and
technology
are
relatively
prevalent
interests
of
Ikea
Trådfri
ownersConsumer
lifestyle:
main
interestsTop10
interestsofIkeaTrådfri
ownersinFinland66%62%60%57%51%
50%46%46%
46%46%
46%43%36%40%39%
34%39%38%38%36%36%33%33%33%33%30%30%29%26%24%Science
&technologyMovies,TVshows&musicFinance&economyFood
&diningHistoryPolitics&societyandcurrentworld
eventsVehicles
&mobilityTravelFamily
&parentingHealth
&fitnessBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
providers
do
youownSmartHome
devices
from?’’;
Multi
Pick;
Base:
n=61,
Ikea
Trådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
allrespondentsConsumer
Insights
Global
as
of
September
2023Tech
or
computers
are
relatively
popular
hobbies
among
Ikea
Trådfri
ownersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofIkeaTrådfri
ownersinFinland51%48%46%42%43%42%
42%42%40%38%34%35%36%35%34%34%
31%30%34%33%33%33%31%28%25%23%23%21%21%19%Tech
/computersReadingVideo
gamingCooking/bakingCars/vehiclesSocializingTravelingOutdooractivitiesPetsBoard
games/cardgamesBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
providers
do
youown
SmartHomedevices
from?’’;
Multi
Pick;Base:
n=61,
IkeaTrådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
allrespondentsConsumer
Insights
Global
as
of
September
2023Ikea
Trådfri
owners
are
more
likely
to
play
American
football
than
other
ownersof
smart
home
devicesConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofIkeaTrådfri
owners
inFinland79%61%61%59%42%28%28%26%24%21%21%20%18%18%16%16%16%16%14%13%13%9%9%8%8%8%8%5%Basketball3%1%Fitness,aerobics,cardioCyclingHikingRunning/JoggingSwimming/DivingBadmintonDancingAmericanFootball
/Yoga
/PilatesFlagFootballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
providersdo
youownSmartHome
devices
from?’’;
Multi
Pick;Base:n=24,
Ikea
Trådfriowners,n=818,
ownersofsmarthomedevices,
n=6173,
all
respondentsConsumer
Insights
Global
as
of
September
2023Ikea
Trådfri
owners
are
more
likely
to
follow
basketball
than
the
average
onlinerConsumer
lifestyle:
sports
followedTop10
sports
followed
byIkeaTrådfriowners
inFinland73%49%50%33%26%25%20%20%20%18%17%17%15%14%15%11%9%8%8%8%7%7%7%7%6%5%Boxing4%2%2%1%AthleticsIceHockeySoccerBasketballGymnasticsMixedMotorsportsField
hockeyTennis(track&
field)Martial
ArtsBrand
usersCategory
users
Allrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
providers
do
youown
SmartHome
devices
from?’’;
Multi
Pick;
Base:
n=20,
IkeaTrådfriowners,
n=550,
ownersofsmarthome
devices,
n=4010,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
smart
home•
Innovation
adoption•
Challenges
facing
thecountry•
Politics21Itstands
out
that
46%
of
Ikea
Trådfri
owners
think
that
smart
appliances
in
theirhome
can
help
them
save
moneyConsumer
attitudes:housing
&household
equipmentAgreementwithstatements
towards
housing
&householdequipment
inFinland49%48%46%44%44%38%37%30%27%26%25%26%24%21%20%Home
safety
isespecially
Smart
appliancesandMaking
myhomeIt’stoo
expensive
toconvert
my
homeinto
aSmart
HomeIamworried
thatpeople
canspy
onmethroughmy
devicesimportant
to
me
devices
inmy
home
can
environmentally
friendlyhelp
me
save
moneyBrand
usersisimportant
tomeCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
Smart
Home
devices
from?’’;
Multi
Pick;
Base:
n=61,
IkeaTrådfriowners,
n=564,
ownersofsmarthome
devices,
n=2029,
allrespondentsConsumer
Insights
Global
as
of
September
202336%
of
Ikea
Trådfri
owners
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinFinland37%36%33%33%33%28%25%23%20%10%8%8%3%1%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=61,
Ikea
Trådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
Ikea
Trådfri
owners
think
that
the
environment
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Finland
according
toIkeaTrådfri
owners67%66%57%56%49%48%
49%43%45%44%43%42%
43%36%35%33%34%
34%40%31%39%38%38%36%34%34%33%33%30%29%Rising
prices/inflation/cost
of
livingEconomicsituationHealth
andsocial
securityEducationGovernmentdebtEnvironment
UnemploymentDefense
&foreign
affairsImmigrationCrimeBrand
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=61,Ikea
Trådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
ownersof
smart
home
devices,
Ikea
Trådfri
owners
tend
tohave
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinFinlandBrand
users21%18%44%28%16%Category
usersAllrespondents19%28%24%24%21%28%27%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=61,
Ikea
Trådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsIkea
Trådfri
ownersaccess
the
internet
via
a
streaming
device
more
often
thanthe
average
smart
home
device
ownerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinFinland
useregularlytoaccess
the
internet94%93%90%73%71%69%62%61%56%56%54%49%47%48%45%43%37%37%36%31%31%30%29%27%24%9%7%SmartphoneLaptopTabletSmart
TVStreaming
deviceCategory
usersSmartwatchGaming
consoleDesktop
PCSmart
speakersBrand
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=61,
IkeaTrådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023On
social
media,
Ikea
Trådfri
owners
interact
with
companies
more
often
thanother
ownersof
smart
home
devicesMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinFinland
bytype66%66%66%65%64%62%49%47%51%49%
49%
43%48%46%44%41%37%34%38%
36%30%38%32%29%33%23%25%20%12%10%8%9%7%6%5%0%Liked
posts
SentprivateFollowedpeoplePostedpictures/videosCommentedon
postsLikedcompanypostsPosted
texts/statusFollowedcompaniesSharedpostsbyother
usersSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediabyotherusersmessagesupdatespassivelyBrand
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=61,
Ikea
Trådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
2023Ikea
Trådfri
owners
tend
to
read
daily
newspapers
less
often
than
owners
ofsmart
home
devices
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinFinland
havebeen
usinginthepast4weeks84%83%82%78%75%71%69%
70%60%69%69%69%62%57%58%54%54%45%49%35%45%37%41%
40%39%37%
37%
37%Magazines33%26%22%24%
23%DigitalvideocontentTVOnlinenewswebsitesRadioMovies
/cinemaDigitalmusiccontentOnlinemagazinesPodcastsWeeklyDailynewspapers
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=35,
Ikea
Trådfriowners,n=809,
ownersofsmarthome
devices,n=6096,
all
respondentsConsumer
Insights
Global
as
of
September
2023Ikea
Trådfri
owners
remember
seeing
ads
on
blogs
and
forums
more
often
thanother
ownersof
smart
home
devicesMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereIkeaTrådfri
ownersinFinland
have
come
across
digital
advertisinginthepast4weeks64%51%54%54%52%51%51%50%48%46%43%43%42%41%39%38%35%34%34%31%27%32%31%29%28%28%26%21%18%16%Video
portalsOnlinestores
Search
engines
Social
mediaEditorialwebsitesandappsNewslettersVideo
gamesOtherappsBlogs/forumsWebsitesandappsof
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=61,
Ikea
Trådfriowners,n=564,
ownersofsmarthome
devices,
n=12177,
all
respondentsConsumer
Insights
Global
as
of
September
202357%
of
Ikea
Trådfri
owners
remember
ads
they
saw
directly
in
the
storeMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinFinland
havecome
across
non-digital
advertisinginthepast4weeks57%54%46%52%
52%49%
49%46%44%43%42%40%
40%38%34%34%34%32%33%28%27%26%17%15%Directly
inthestoreOnadvertisingspacesOntheradioOnTVInprinteddailynewspapersAtthemovies
By
mailshot
/Inprintedmagazinesandjournals/cinemaadvertisingmailon
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
providers
do
youown
Smart
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