A comprehensive European survey of over 10,000 respondents reveals how the COVID-19 pandemic has profoundly shifted our perspectives on home and personal life. Priorities have evolved, with many changes proving permanent. Samsung's recent report, Decentralized Living: From Lockdown Habits to a New Way of Living, explores how technology and remote work capabilities have influenced these transformations. By late 2020, many Europeans viewed their families, surroundings, and homes in a new light. Looking ahead to 2021, lockdown habits adopted out of necessity are set to endure and redefine daily life.
Home has become more vital than ever
The findings highlight a deeper emotional connection to home since the pandemic began. 32% of respondents now prioritize their home's appearance more than before. Despite spending far more time indoors, boredom was rare—people reported feeling more connected than ever. For nearly a third (32%), home has become a true “safe haven.” This is especially pronounced in countries like Spain (75%), where lockdowns were extended and stricter.
This evolving view of “home” drives practical changes in spending. Over one in five (22%) now values purchases that enhance home comfort.
When considering savings, respondents were nearly seven times more likely to invest in smart tech or smart home appliances (21%) than designer clothing (3%) or accessories (2%).
Home cooking and workouts surge in popularity
Beyond perceptions, time spent at home has diversified. 32% now engage in new home activities they never tried before.
Lockdowns sparked a cooking boom, elevating the kitchen's role. Half of respondents (50%) want kitchen upgrades, and one in four plans to buy appliances within the next 12 months.
In fitness, wearables are key for tracking. Nearly one in five (17%) intends to purchase health or fitness equipment soon.
Nearly a third of Dutch continued virtual dating
The pivot to online interactions is a dominant trend. Younger groups and parents adapted best: over 50% aged 25-34 or with children found technology eased meaningful connections with loved ones. Nearly one in three (29%) under 35 kept dating virtually.
What started as necessity may persist. Of those increasing video calls with friends or family, 18% plan to continue post-lockdown. Many prefer virtual over in-person for friends (50%), birthdays (47%), and pre-work gatherings (39%).
Notably, nearly two in ten (17%) upgraded to larger screens during the pandemic.
