Entertainment Devices Dominate Germany's Smart-Home Appliance Sales - eMarketer
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Entertainment Devices Dominate Germany's Smart-Home Appliance Sales

Overall smart appliance sales surged past €3 billion last year

January 5, 2017 | Media

Device makers have high hopes for smart-home appliances, but in Germany only smart-entertainment devices have garnered considerable traction among an ever-growing range of internet-enabled household products. According to a December 2016 report from GfK, 4.1 million of the 6.2 million smart-home appliances sold in Germany between January and October 2016 were smart-entertainment devices.

Smart-Home Appliance Sales in Germany, Jan-Oct 2016 (millions of € and % change*)

Of the other types of smart appliances sold in Germany, only communication and control devices saw more than 1 million units sold. Combined with smart entertainment, the two made up the vast majority of appliances sold, at 5.3 million.

Overall, smart appliance sales figures were up 10% in 2016’s first 10 months compared to 2015’s full-year total, according to GfK, with an overall sales value of nearly €3.1 billion ($3.41 billion). Within that total, sales of smart-entertainment devices rose 5% to nearly €2.65 billion ($2.93 billion). Other categories saw much larger gains, but relative to sales volumes that were much lower.

Conversely, communication and control devices, the second largest appliance type in terms of units sold, saw unit sales shrink 12% and sales value slip 8% during the 2016 period vs. 2015.

Given the segment’s commanding lead in unit sales, entertainment devices should continue to lead Germany’s smart-home appliance market for some time to come.

—Ben Clague

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