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 needs such as mobile phones to household necessities like refrigerators, rice cookers, and more. These advancements have driven manufacturers to compete in order to be at the forefront of their industry. This competition aims to meet the desires 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 the answers to these questions, offering valuable insights for manufacturers regarding consumer preferences for household appliances.

Rice cooker and refrigerator are the most common household appliances

Based on the recent survey by Cimigo, daily-use household appliances such as rice cookers (81%) and refrigerators (81%) remain the most commonly owned by consumers. Other commonly owned household appliances include electric fans (69%), washing machines (66%), and blenders (64%). Some 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 main factor. It refers to how useful, time-saving, and efficient the appliance is in supporting daily household tasks. For example, some consumers may own a basic rice cooker that only cooks rice, but they may upgrade to a newer model with added functions like baking or steaming. In addition, the desire for advanced features (28%) and new life events such as moving to a new house or getting married (21%) are also common reasons for updating their household appliances.

However, high prices (36%) often act as the main barrier to purchasing new household appliances. This is followed by confusion in choosing a brand (36%), likely due to the wide variety of options available. High electricity consumption (29%) is another common concern, as consumers are increasingly mindful 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 very easy to access, including the information about household appliances. Consumers can easily learn what they want from various sources such as marketplaces, social media, or by simply visiting the store directly.

Younger age groups (Gen Z and Gen Y) mainly rely on online sources for product information. Marketplaces like Tokopedia and Shopee are the most used (62%) due to their convenience and user reviews, followed by social media (45%) which offers quick access to recommendations and promotional content.

Older consumers, particularly Gen X, tend to favor more traditional information sources when choosing household appliances. They often visit offline stores (39%) to directly see and evaluate products, which provides a sense of assurance that online platforms may lack. In addition, personal recommendations from relatives (41%) play a key role, as this group values input from trusted individuals, specifically people they personally know, over anonymous online reviews.~


Durability and price are key to gaining a competitive edge

Before consumers decide to buy new household appliances, durability and competitive pricing (both at 67%) have the greatest influence, as buyers look for appliances that are both reliable and offer value for money. Next in importance is energy efficiency (53%), showing growing awareness of long-term cost savings and the environmental benefits of reduced energy use. Brand reputation (50%) also plays a key role, with well-known and trusted brands giving buyers greater confidence.

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

Future purchase and consideration


Moving forward: Translating consumer needs into innovation

Based on Cimigo’s survey findings, the purchase journey for household appliances shows only minor differences across generations, primarily in how they gather information before making a purchase.

Consumers want better features that make household tasks easier, but high prices remain a major barrier. The best way to meet their needs is to combine new technology with pricing that feels reasonable. In the future, vacuum cleaners are expected to be one of the top appliances people plan to buy.

For marketing purpose, making sure products are easy to find on online marketplaces will have a big impact, as Gen Z and Gen Y mainly use these platforms to get information. Even so, offline stores are still important, especially for Gen X, who prefer to see and try the product first before buying.

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