2015 European Electrical Market Survey about Internet of Things / IoT, Smart Connected Devices, Information Trends and Channels development in the B2B electrical industry.

1. European
Market Research
Electrical installation &
Internet of things
Brands and Channels developments 2015
May 27, 2015
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2. 2
Management Summary
Smart connected products will be the future of electrical installations but they need even
more manufacturer support
Over 70% of contractors and installers in Europe believe smart connected products will be the
future of electrical installations but they currently don’t find it easy to sell to customers and feel
they are not getting good sales support from manufacturers. Over 60% of them feel strongly that
it’s a good opportunity for them which indicates that with manufacturers help, installers and
contractors across Europe will sell and fit more of these devices.
The biggest driver of online sales in the electrical sector is NOT price
Over half of the contractors and installers in the UK, Germany, and Sweden have bought lighting
products online. It is interesting that only 23% have purchased 'smart internet connected' products
online compared to Lighting, Tools, and Installation products which already 41% to 43% have
purchased online. Is this because they need more help to understand and sell these products?
The biggest driver of online sales is NOT price (50% stated it as a reason to buy online) - it is the
speed and ease of delivery which a huge 74% stated as the number one reason to buy
online. This was followed by the availability of the product and price was third. Interestingly only
12% were interested in credit and 21% in a convenient billing process.
Direct sourcing from manufacturers on the rise and electronic web shops are as popular as
wholesaler web shops
The purchasing channels that contractors and installers are using is changing – across Europe
63% expect to use a wholesaler outlet and 47% a wholesaler web shop to make a purchase at
least occasionally over the next two years to buy their electrical goods. However, 39% expect to
use a electronics online shop and 32% a general online shop. In the UK, Germany, and Italy
contractors and installers are as likely to use a general online shop and an electronics online shop
as they are to use a wholesaler web shop.
There are differences across Europe when it comes to personal online shopping growth
perspectives with 40% of Brits and Swedes expecting to buy even more online in the next two
years.
Online is number one source of information with product reviews most used
The Top 5 information channels for their working lives are all digital channels and Voltimum users
attribute Voltimum a lead role in their information mix. Interestingly, printed media is less important
with print magazines at 35% - this is comparable to the printed media declines in the last decade
across the western world. Double the number of respondents think that online catalogues are
more important than printed ones.
Over three quarters of contractors and installers use online information for product reviews
followed by two thirds to compare prices.

3. 3
Background
 Incentivised Voltimum online surveys in UK, Germany, Italy, Spain and Sweden
 Participants are all electrical-professionals: electrical-installers, contractors, electrical
engineers, specifiers, facility managers, electrical wholesale and electrical
manufacturers.
 Fieldwork from April 23 – May 6, 2015
 Total participation: N = 7.151

4. 4
Participant Statistics
Purchase involvement
Are you personally involved in the purchase of electrical products and/or in providing product
specifications for purchasing?
Sample N: Europe=7.081, UK=1.234, DE=1.000, IT=2.287, ES=1.087, SE=1.473
79 21Europe
United Kingdom
Germany
Italy
Spain
Sweden
in %
80 20
90 10
67 33
83 17
85 15
= Yes = No
Overwhelming majority of participants are the purchase decision
makers or the specifiers of products

5. 5
Participant Statistics
Profession
Which of the following professions describes you best?
Electrician/Installer/
Contractor
Company electrician
Electrical / Facility
Managers
Electrical specifier /
engineer
Wholesaler
Sample N: Europe=7.108, UK=1.235, DE=1.005, IT=2.296, ES=1.094, SE=1.478
Manufacturer electrical
industry
Manufacturer other
Other
27
in %
= Yes
7
19
18
4
5
1
19
Wide spectrum of electrical professionals covered, with focus on
installers, contractors and electricians, specifiers/engineers and
facility managers

6. 6
Participant Statistics
Business ares of completed projects
In which of the following business areas have you completed projects in the past 12 months?
Private homes
Residential building
complexes
Shops
Offices
Hospitality
Multiple answers possible; Sample N: Europe=7.151, UK=1.245, DE=1.011, IT=2.309, ES=1.103, SE=1.483
Industry
Public / communal
buildings
Other
37
in %
= Yes
22
23
32
11
48
30
25
Broad spectrum of application areas covered

7. 7
 Over 70% of installers are strongly convinced that smart, connected products will be
the future of electro-installation
 The majority find them installation friendly (62% very strong/strong) and think they
are a great opportunity (61% very strong/strong)
 Only half think that sales support from manufacturers is good (52% very
strong/strong) and only a minority think they are easy to sell to end customers
(41% very strong/strong)
Smart devices / IoT
What do you think about smart internet connected products in building installations?
Mean
Scale from 5 = very strong to 1 = very low; Sample N: Europe=4.594
27 35 29 6Installation friendly 3,78
27 29 32 8 4Configuration friendly 3,67
22 30 34 10 4Good sales support from manufacturers 3,56
15 26 34 17 8Easy to sell to end customers 3,23
24 37 28 7 4Great opportunity for installers 3,69
35 36 21 5Will be the future of electro installations 3,95
in %
5=very strong 4 3 2 1=very low
General opinions
Smart connected products will be the future of electrical
installations - but they need even more manufacturer support

8. 8
 Large majority of electro-professionals expect great business opportunities from the
different product categories of smart, connected products
 Top 3 product categories are energy loggers (74% very strong/strong), App control
(73% very strong/strong) and bus-systems (71% very strong/strong)
 Whilst the majority are convinced, connected lighting solutions still need to
communicate to many professionals about the extra value they add
Smart devices / IoT
What are your expectations about the business impact of the following tech topics in
the coming 2 years?
Mean
Scale from 5 = very strong to 1 = very low; Sample N: Europe=4.594
34 37 20 6Building automation, smart bus-systems 3,93
26 37 25 8 4Smart Internet connected lighting solutions 3,73
36 38 18 5
Internet connected energy logger /
monitoring systems
4,00
27 38 24 7 4Smart meters 3,77
23 32 28 11 6Electric vehicles charging stations 3,55
31 35 23 7 4
Renewable energy systems
(photovoltaics or else)
3,82
38 35 18 6
Wireless control by smartphone Apps
(light, shutters etc)
3,99
in %
5=very strong 4 3 2 1=very low
Expectations and trends
Installers expect all smart devices to have a strong impact on
their business – especially for energy efficiency and convenience

9. 9
 All Top 5 information channels are digital, before trade shows at number 6
 Printed media is consistently seen as less important
 There is still a clear need for more engaging content on Social Media and Mobile
 Participating Voltimum users attribute Voltimum a lead position in their daily
information mix
Online Information
How do you rate the importance of the following information sources for your daily work?
Mean
Scale from 5 = very strong to 1 = very low; Sample N: Europe=4.530
35 42 17 4Voltimum 4,04
14 43 33 7Other Online Sources 3,58
9 27 36 20 8Print Media (magazines) 3,09
17 32 30 14 7Print manufacturer catalogues 3,38
33 41 19 5Online manufacturer catalogues 3,98
12 27 32 19 10Print wholesaler catalogues 3,11
25 38 24 8 5Online wholesaler catalogues 3,70
19 31 30 14 6Trade shows 3,42
18 35 30 12 5Newsletter 3,50
9 23 28 37Mobile advertising 2,13
5 14 25 25 31Social media 2,38
4 8 17 12 59Other 1,85
in %
5=very strong 4 3 2 1=very low
Importance of information sources
Across Europe digitalisation has thoroughly transformed
information channels from print to online

10. 10
Contact
Voltimum
Volker Klein (Market Research)
Mail to: volker.klein@voltimum.com
Contact: http://www.voltimum.com/en/contact
www.voltimum.com/iot
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