Eight out of every 10 consumers in Türkiye want household appliances to become smarter and more energy-efficient, according to findings from Arçelik’s Smart Living Index study.
Arçelik shared the results of the research, which was conducted to assess consumer attitudes toward smart home technologies and sustainable living habits.
According to a company statement, the study was carried out in collaboration with J.L. Partners and surveyed 6,000 consumers across 12 countries, including the UK, Germany, France, Spain, Italy, the Netherlands, Romania, Türkiye, Egypt, Thailand, Pakistan, and South Africa. The research examined purchasing criteria and energy awareness levels among consumers.
Energy Costs Drive Consumer Behavior
The study found that in eight of the 12 countries surveyed, energy costs have emerged as the leading environmental concern affecting daily life. While global demand for smart and energy-efficient technologies is increasing, four out of 10 consumers worldwide said they have focused more on energy efficiency over the past 12 months than in previous years.
Globally, 60% of consumers said they are aware of the monthly energy consumption of their household appliances, while 67% reported using manual methods to save energy, such as air-drying laundry, using appliances outside peak hours, or washing by hand.
Consumers aged 54 and over were found to lead energy-saving behaviors, while energy-saving practices declined as income levels increased.
In markets where energy costs are high, the importance placed on smart features was up to twice as high as in lower-cost markets.
Strong Demand for Smart Appliances in Türkiye and Emerging Markets
The majority of consumers in Thailand (81%), Pakistan (86%), and Türkiye (80%) want household appliances to become smarter in the future. By comparison, this figure stood at 39% in Germany, 40% in the UK, and 43% in France.
Nearly 20% of consumers in Western European markets said they trust AI-powered home technologies, while trust levels exceeded 35% in emerging markets such as Egypt, Pakistan, and South Africa.
Across all markets, consumers defined the concept of “smart” not through complex digital features, but through technologies that simplify usage, reduce energy consumption, and offer self-cleaning functions.
Türkiye: High Awareness of Energy Costs
Türkiye-specific findings showed that more than 60% of consumers are aware of the monthly energy costs of their household appliances—higher than levels seen in Western European countries such as the UK, France, and Germany.
More than 40% of Turkish consumers said they have focused more on energy efficiency over the past year. Six out of 10 reported actively using energy-saving modes on their appliances.
Half of consumers said they operate appliances in eco mode, while 53% unplug devices, 45% air-dry laundry, and 43% use appliances outside peak hours.
Quality and durability were cited as key purchasing criteria by 98% of consumers, followed by energy efficiency (96%). Among smart features, 62% found energy and water consumption monitoring useful, 42% favored adaptive washing programs, and 38% valued end-of-cycle notifications.
CEO: “Understanding the Drivers of Transformation Is Essential”
Arçelik Chief Executive Officer Hakan Bulgurlu said global economic and social developments are reshaping consumer expectations from home technologies.
“We closely monitor changing consumer needs and place great importance on accurately understanding the core dynamics behind this transformation,” Bulgurlu said.
He noted that the Smart Living Index was launched to better understand this shift and consumer expectations from smart home technologies.
“The results show a strong correlation between energy awareness and demand for smart technology,” Bulgurlu said. “In non-Western European markets such as Thailand, Egypt, Pakistan, and Romania, 72% of consumers are aware of their appliances’ monthly energy costs, compared with 55% in Europe. More than 70% of consumers define ‘smart’ as solutions that automatically optimize energy and water consumption rather than complex digital features.”
Bulgurlu added that despite growing interest in smart technologies, nearly two-thirds of consumers globally still rely on manual energy-saving methods.
Türkiye Leads Demand for Smart and Efficient Solutions
Highlighting that 80% of consumers in Türkiye demand smarter and more efficient appliances, Bulgurlu said:
“More than half of Turkish consumers actively use energy-saving modes on their appliances. Across all the countries where we operate, we respond to these expectations with solutions that reduce environmental impact through artificial intelligence, smart sensors, and data analytics. Our smart solutions not only enhance appliance performance but also allow consumers to track their consumption in real time. With our focus on sustainability, quality, reliability, and durability, we will continue to lead the industry toward a smarter and more sustainable living experience.”
Source: Anadolu Ajansı/ Prepared by: İlayda Gök