For example:

  • About 65% of millennials and 70% of Gen Z used their mobile devices when looking at homes to buy, which are much higher percentages than other generations, according to the National Association of Realtors' 2021 Home Buyers and Sellers Generational Trends report1.
  • According to a Zillow survey2, almost 4 in 10 millennials (39%) and Gen Z (36%) would be comfortable buying a home online.
  • In 2020, more than 7 in 10 millennials surveyed by Hippo3 upgraded to smart Wi-Fi, in contrast to less than 7% of baby boomers.

For builders and designers, it's not as simple as stocking new homes with every last smart appliance to please the technologically-savvy millennial and Gen Z homeowners - there are distinctions.

Younger homeowners aren't as enamored with high-tech security as older generations. In fact, potential Gen Z buyers surveyed by rated the following features4 higher than smart technology on their "must have" lists:


To most homebuyers - no matter the generation - it's all about how the technology enhances their lives and improves their experiences in the home, said Corey Ross, Director of Consumer and Marketplace Insights at Whirlpool Corporation.  

While smart homes may not be of the highest priority for millennials and Gen Z, digital marketing is a must, as they are more likely to be on social media than other generations. Facebook and YouTube are generally the most popular, with 3 in 4 younger than 245 saying they are likely to use Instagram. Tik Tok, Snapchat and other emerging platforms are also successful at reaching these audiences.

Another way to reach younger potential homebuyers is gaming platforms. During the pandemic, 38% of millennials surveyed in the U.S. and UK increased their video game playing, with a slightly higher number for younger millennials, according to a GWI Generation report.


These "digital campfires," as referenced by Harvard Business Review6 (HBR), are a place for people to share experiences, from watching a hip-hop concert to seeing pro gamers and influencers compete in a video game challenge. Brands are getting involved in these platforms - such as Fortnite, Roblox, Discord and Twitch - as a way to connect with younger audiences.

As HBR states, "Today, 'gaming' is not just for 'gamers' - it represents a new paradigm for interacting online."

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Appliances across Whirlpool Corporation's broad portfolio of brands are equipped with purposeful, smart-capable features that focus on simplifying chores like cooking dinner or doing laundry. With the KitchenAid® Smart Oven+ 30" Combination Oven with Powered Attachments, for example, consumers can use a mobile app to remotely monitor and control the oven 7 while they entertain. Laundry is made easier with the Whirlpool® 5.0 cu. ft. Smart Front Load Washer with Load & Go™ XL Plus Dispenser. The Whirlpool® app lets them set, start or pause the wash cycle and track progress when they're away 8, while the Load & Go XL Plus Dispenser removes steps by adding the right amount of detergent automatically. With Whirlpool Corporation, consumers have access to appliances that fit all budgets, whether they're looking for an affordable, practical appliance or a high-end, smart-capable appliance.


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