Nearly Half Of German Users Consider Household Robots Part Of The Family, Unlocking Major Loyalty Opportunities For Manufacturers

Munich, 5 September 2025 – Oliver Wyman, a global management consulting firm and a business of Marsh McLennan (NYSE: MMC), together with industry association GFU Home & Consumer Tech, today unveiled key findings from a new study demonstrating the substantial business opportunity presented by household robots. These robots – designed to independently perform chores like vacuuming, mopping, and window cleaning using advanced sensors and AI – are increasingly creating emotional bonds with consumers. Nearly half of German users (47%) attribute an "individual personality" to their robots and 40% consider them a "part of the family."

The study, titled Binary Hearts – International Consumer Study on Robotics and Companionship, surveyed approximately 4,200 robot users worldwide in August 2025, including 1,200 from Germany. Results highlight that creating emotional bonds with consumers can significantly enhance brand loyalty and drive repeat purchases. For example, a strong emotional connection increases the likelihood of purchasing software upgrades fourfold (71% vs. 18%) and makes follow-up purchases three times more probable (72% vs. 27%).

Cultural differences significantly shape these bonds. While 63-66% of US respondents feel a strong emotional connection, only 28-38% in China and Japan do. Device type also matters: 71% of electronic pets are seen as quasi-family, versus 28% of vacuum robots. In Germany, over half name their robots, deepening emotional ties. Preferences vary: Chinese users favor haptic feedback, while Germans prefer self-cleaning and autonomous navigation. As robots become part of daily life, manufacturers have a key opportunity to build loyalty through localized product features and strategies.

Sara Warneke, Managing Director, GFU Consumer & Home Electronics said: “The study highlights the strategic importance for robot manufacturers to design products that encourage bonds. Household robots have immense potential to build strong customer loyalty, and those who succeed in strengthening these connections through design and marketing can unlock significant long-term value.”

Martin Schulte, Partner at Oliver Wyman, added: “An emotional bond can boost customer satisfaction and lead to tangible benefits such as higher retention. Tailored product design and targeted marketing that nurture these bonds can drive sustained growth and deepen loyalty across markets. However, manufacturers should carefully balance commercial benefits with the ethical, psychological, and privacy implications – especially risks related to mental health and data security.”

A German translation of this news release is available here.

About GFU Home & Consumer Tech

Founded in 1973 as the Society for the Promotion of Consumer Electronics in Germany, GFU is the brand owner of IFA and today operates as GFU Home & Consumer Tech. Leading brands in the consumer electronics and home appliance industries are the shareholders of GFU. The aim of GFU is to provide information about trends and developments in the sectors and to organize trade fairs.

About Oliver Wyman

Oliver Wyman, a business of Marsh McLennan (NYSE: MMC), is a management consulting firm combining deep industry knowledge with specialized expertise to help clients optimize their business, improve operations and accelerate performance. Marsh McLennan is a global leader in risk, strategy and people, advising clients in 130 countries across four businesses: Marsh, Guy Carpenter, Mercer and Oliver Wyman. With annual revenue of over $24 billion and more than 90,000 colleagues, Marsh McLennan helps build the confidence to thrive through the power of perspective. For more information, visit oliverwyman.com, or follow us on LinkedIn and X.