Top 10 IoT Devices by Usage in the EU

In 2024, more than 70% of EU citizens used at least one internet-connected device, according to a study published by Eurostat in August 2025.

“The highest share of users of internet-connected devices in the EU was recorded in the Netherlands (94.8%), followed by Ireland (90.6%) and Denmark (87.0%),” the resort said. “By contrast, the lowest shares were recorded in Poland (46.1%), Bulgaria (50.8%) and Romania (56.6%).”

Yet, on closer look, the picture of Europe’s IoT adoption is less about futuristic smart homes and more about familiar entertainment and lifestyle tech. Here’s a breakdown of what devices dominate and what that says  about Europe’s digital habits.

1. Smart TVs (57.9%)

This category is the undisputed king. For most Europeans, the IoT revolution starts in the living room. A “smart TV” doesn’t feel like a gadget; it’s simply how people watch Netflix, football, or YouTube. It’s mainstream because it solved an obvious problem: getting to stream onto the biggest screen in the house.

2. Wearables (29.9%)

From Apple Watches to Fitbits, wearables are the most personal IoT category. They turn daily life into a data stream of steps, heartbeats, workouts, and sleep cycles. Their popularity shows where IoT thrives when devices deliver tangible, everyday value without extra effort.

3. Consoles & Audio Systems (~20%)

Entertainment again drives adoption. Whether it’s an Xbox synced to cloud saves or a Sonos pumping Spotify, connectivity extends play and music beyond local storage. These aren’t just devices; they’re always-on platforms that assume a network connection.

4. Smart Speakers & Assistants (16%)

Alexa, Siri, and Google lag in Europe compared to the U.S., but where they’re used, they’re the gateway drug to smart homes. Voice assistants control lights, thermostats, and locks, making them less about trivia questions, more about being the command hub of domestic IoT.

5. Energy Management (14.2%)

Smart meters, thermostats, and connected plugs aren’t flashy, but they matter. With EU regulations pushing efficiency, adoption here may rise fastest. It’s the intersection of policy, cost-saving, and climate concerns.

6. Smart Appliances (12.8%))

Wi-Fi fridges and connected washing machines exist, but they’ve yet to convince the average household. Many see them as gimmicks, not essentials. Until appliances can automate real drudgery (not just send phone alerts), this segment will remain a niche market.

7. Home Security (11.8%)

Connected cameras and alarms offer peace of mind, but also stir privacy fears. Some Europeans are hesitant to install surveillance tools in their own homes, especially after high-profile data leaks. Adoption reflects a tension between security and surveillance.

8. Connected Cars (10.5%)

Cars are becoming rolling IoT hubs, whether drivers want it or not. Built-in SIMs and app integrations mean vehicles are now part of the connected ecosystem. Drivers may see it as higher levels of convenience facilitated by traffic alerts, remote access, and diagnostics, but under the hood, it’s also about manufacturers collecting data at scale.

9. Health IoT (7.9%)

Still niche, but poised for growth as Europe’s population ages. From glucose monitors to connected blood pressure cuffs, IoT here shifts from entertainment to necessity. Adoption may be slower, but the potential for healthcare systems is enormous.

10. Smart Toys (2.3%)

Barely registering. Parents are understandably cautious about putting microphones, sensors, and cloud connections in their children’s toys. In this case, trust, not technology, is the barrier.

The hierarchy is as follows: fun first, utility second, and health and safety last. Europeans adopt IoT when it blends seamlessly into routines: streaming, music, fitness. The “harder” sells, such as smart appliances or health tech, require stronger incentives.