Global Media Intelligence 2021: Turkey

Noteworthy in 2021

Smartwatches and smart home devices are most popular with females and affluents.

  • Smartwatch and smart wristband penetration saw a substantial uptick in Turkey in 2021. Smartwatch ownership rose from 15.2% of internet users to 21.6%, while penetration of smart wristbands rose 4 percentage points to 12.9%. Both devices were more common among females than males, but adoption—perhaps predictably—peaked among affluents.
  • In H1 2021, the share of internet users ages 16 to 64 owning a smart home product—such as a remote-controlled energy consumption monitor—had barely increased at 16.5%. As in prior years, females were more likely than males to own a smart home product, but that gap had narrowed. Among affluent internet users, nearly 22% owned a smart home device this year.
  • However, internet users are already more likely to use a voice assistant than to own a smartwatch, smart wristband, or smart home device. Some 22.0% of those polled in H1 2021 had used a voice tool such as Siri or Cortana, or a smart speaker, to search for information during the prior week, and 15.7% had used voice to complete an action or task. Penetration was greater in affluent households.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Magenta Fox
Senior Chart Editor
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Ali Young
Research Editor

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