EU, growing use of connected devices: Netherlands in the lead

From health monitoring to home automation systems, more and more citizens in EU countries are adopting connected devices such as smartwatches

by Davide Madeddu (Il Sole 24 Ore), Lola García-Ajofrín (El Confidencial, Spain) and Petr Jedlička (Denik Referendum, Czech Republic)

28 September 2025

4' min read

Translated by AI

Versione italiana

4' min read

Translated by AI

Versione italiana

All connected. Whether it's controlling home devices remotely or keeping an eye on your heart rate, walk or blood pressure, it makes no difference. In the EU countries, the number of people using networked devices, so-called smart systems, is growing. And the highest percentage, as the Eurostat report shows, is in the Netherlands, where the percentage of the population 'connected' is 94.8%, followed by Ireland with 90.6% and Denmark 87.0%. In contrast, the lowest shares are in Poland (46.1%), Bulgaria (50.8%) and Romania (56.6%).

From televisions to smartwatches

"Among the various types of Internet-connected devices, Internet-connected TVs were by far the most widely used IoT devices in 2024, reported by 57.9 per cent of people. This was followed by smart wearable devices, such as smartwatch and fitness trackers (29.9%)," Eurostat writes. A fifth of people reported using game consoles (19.5%) and Internet-connected home audio systems (19.3%). In addition, 16.0% of people reported using a virtual assistant in the form of a smart speaker'. Although widespread, home automation devices (also known as 'home automation') are less widely used. "In 2024, 14.2 per cent of people used an Internet-connected home energy management system, 12.8 per cent used smart home appliances and 11.8 per cent used smart home security devices," the study points out. Finally, 10.5 per cent reported using a car with a built-in wireless connection, 7.9 per cent reported using health-related IoT devices and 2.3 per cent used Internet-connected toys.

In Italy the network advances

In Italy, certifying this change and the growth in the use of the Internet of Things is also the statistics of Istat, which has included smartwatches and soundbars to amplify sound in its basket. Then there are the action cameras made famous by GoPro and hi-tech bracelets for fitness, which the Institute will consider separately from the smartwatch category.

And the Internet, even in Italy, is becoming a key element when shopping. From 2023 to 2024, the number of online purchases grew by 2.2 percentage points. "Compared to 2023," they emphasise at Istat, "the use of websites or apps to find information from the public administration is consolidating.

On the other hand, the number of users who use PA websites or apps to print or download official forms (-9.6 percentage points) and to make appointments (-8 percentage points) continues to decrease.

"The use of the Net is predominantly oriented towards communication services. In 2024, in the three months preceding the interview, 73.4% of Internet users aged six and over used instant messaging services, 66% made calls on the web and 62% used e-mail," continues Istat. "There is also widespread use of the Net to watch videos from sharing services such as YouTube, Instagram and Tik Tok (57.4%). Listening to music via streaming or web radio stands at 49.4%. Almost half of the users searched the web for information on goods or services (48.2%), while 46% sought information on health. Just over two-fifths used the Internet to access banking services (44.3%)'.

The market

Then there is the market figure. Last year, around 2.4 million units were sold, following a stable trend compared to the previous year. And, contrary to what one might think, it is older people and not digital natives who prefer to use smartwatches. "Perhaps also," experts and salespeople point out, "because of the cost but, above all, because young people are still using smartphones". Men take the lead in purchasing with 51% compared to 49% for women. The greatest use is among adults. The percentages range from 43% among the over-55s, to 38% among the 35s and 54s, to stop at 19% among the under-35s.

The Czech Republic between smart homes and economic barriers

In the Czech Republic, the most popular connected device is the smartwatch, which is owned by more than half of the citizens. Systems for controlling lighting, heating and air conditioning, as well as security systems, prevail in homes. Over the past five years, the share of 'smart households' has grown from 7 per cent to 23 per cent, with a concentration mainly among households in the 18-44 age group. According to research agencies, the main obstacle remains the high cost of acquisition, which holds back a more widespread deployment of IoT technologies.

The government supports digitisation mainly in schools and hospitals, co-financing European programmes and training courses, but the expansion of smart devices in these contexts is not yet widespread. In parallel, events are organised to bring together Czech start-ups and local administrations, with the aim of developing 'smart' solutions for mobility and urban communication, where the role of artificial intelligence is also increasingly being discussed. On the social front, the public debate remains focused on the accessibility of basic digital services, rather than on the penetration of the Internet of Things.

Spain leads in digital entertainment

Spain ranks among the European countries with the highest usage of connected devices. In 2024, 83% of Internet users used smart home entertainment systems, with Internet-connected TVs leading the way. A percentage that places the country third in the EU for smart TV penetration, just behind Malta and Ireland. Game consoles, home audio systems and smart speakers have also contributed to the consolidation of a booming market, driven by the centrality of digital consumption in Spanish households.

The Spanish picture is part of a global context characterised by a dizzying growth in technology investments. In 2024, according to the McKinsey report, ten out of the thirteen main trends saw an increase in capital, with artificial intelligence leading the way ($124.3 billion invested and 78% of companies using it). The electric and autonomous mobility sector also surpassed AI investment volumes, with $132 billion. A transformation that sees Spain position itself as the European hub of connected digital entertainment, but which is part of a broader movement of technological acceleration and global innovation.

*This article is part of the European collaborative journalism project "Pulse"