Behind household appliances: understanding consumers’ preference and purchase

Kenny
Aug 05, 2025

Electronic household appliances have continued to evolve over time in line with technological advancements, ranging from personal devices such as mobile phones to household essentials like refrigerators, rice cookers, and more. These developments have driven manufacturers to compete to remain at the forefront of the industry. This competition is aimed at fulfilling the wants and needs of consumers.

If electronic household appliances are so essential, then which ones truly take priority? What specific reasons or barriers influence their purchasing decisions?

This article aims to briefly explore these questions, providing valuable insights for manufacturers into consumer preferences for household appliances.

Rice cooker and refrigerator are the most common household appliances

Cimigo has recently conducted a survey with 329 electronic household appliances owners that includes Gen X, Gen Y, and Gen Z. The survey found that daily-use household appliances such as rice cookers (81%) and refrigerators (81%) remain the most commonly owned by consumers. Other frequently owned appliances include electric fans (69%), washing machines (66%), and blenders (64%). Some consumers also own more modern appliances, such as dry irons (63%).


Practicality is the main driver of household appliances purchase

There are several reasons that drive consumers to purchase new household appliances, with practicality (42%) being the most significant. This refers to how useful, time-saving, and efficient an appliance is in supporting everyday household tasks. For instance, some consumers may already own a basic rice cooker that only cooks rice, but choose to upgrade to a newer model with additional functions such as baking or steaming. Other common reasons include the desire for advanced features (28%) and major life events, such as moving to a new home or getting married (21%).

However, high prices (36%) often serve as the main barrier to purchasing new household appliances. This is followed by uncertainty in choosing a brand (36%), likely due to the wide range of options available. High electricity consumption (29%) is another common concern, as consumers are becoming increasingly conscious of long-term energy costs.

Triggers and barriers of household appliances purchase


Older consumers still need to see the physical product at stores

Nowadays, information is easily available, including details about household appliances. Consumers can readily find what they need from various sources such as online marketplaces, social media, or by simply visiting a store in person.

Younger age groups (Gen Z and Gen Y) primarily rely on online sources for product information. Marketplaces such as Tokopedia and Shopee are the most commonly used (53%) due to their convenience and user reviews, followed by social media (45%) which provides quick access to recommendations and promotional content.

Older consumers, particularly those from Gen X, tend to prefer more traditional sources of information when selecting household appliances. They often visit physical stores (39%) to see and assess the product firsthand, which offers a sense of assurance that online platforms may not provide. Additionally, personal recommendations from relatives (41%) play a significant role, as this group values advice from trusted individuals, especially people they know personally, rather than anonymous online reviews.


Durability and price are key to gaining a competitive edge

Before deciding to purchase new household appliances, consumers are most influenced by durability and competitive pricing (both at 67%), as they seek products that are reliable and offer value for money. Energy efficiency comes next (53%), reflecting increased awareness of long-term savings and the environmental advantages of lower energy consumption. Brand reputation (50%) is also an important factor, as well-known and trusted brands tend to inspire greater confidence among buyers.

Looking ahead, most consumers planning to buy new appliances intend to prioritise cleaning and comfort products, particularly vacuum cleaners (15%), washing machines (12%), and air conditioners (12%).


Moving forward: Translating consumer needs into innovation

Based on Cimigo’s survey findings, the purchase journey for household appliances shows only slight differences across generations, mainly in the way they seek information before making a purchase.

Consumers seek improved features that simplify household tasks, yet high prices remain a significant barrier. The most effective way to meet their needs is by combining innovative technology with affordable pricing. Looking ahead, vacuum cleaners are expected to be among the top appliances that consumers plan to purchase.

For marketing purposes, ensuring products are easy to find on online marketplaces will have a significant impact, as Gen Z and Gen Y primarily use these platforms to gather information. Nevertheless, offline stores remain important, particularly for Gen X, who prefer to see and try the product in person before making a purchase.

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