Bosch brand profile U.S. 2023

How high is the brand awareness of Bosch in the United States?
When it comes to smart home users, brand awareness of Bosch is at 66 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Bosch in the United States?
In total, 17 percent of U.S. smart home users say they like Bosch. However, in actuality, among the 66 percent of U.S. respondents who know Bosch, 26 percent of people like the brand.

What is the usage share of Bosch in the United States?
All in all, 10 percent of smart home users in the United States use Bosch. That means, of the 66 percent who know the brand, 15 percent use them.

How loyal are the users of Bosch?
Around 7 percent of smart home users in the United States say they are likely to use Bosch again. Set in relation to the 10 percent usage share of the brand, this means that 66 percent of their users show loyalty to the brand.

What's the buzz around Bosch in the United States?
In October 2023, about 13 percent of U.S. smart home users had heard about Bosch in the media, on social media, or in advertising over the past three months. Of the 66 percent who know the brand, that's 20 percent, meaning at the time of the survey there's little buzz around Bosch in the United States.

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Bosch brand awareness, usage, popularity, loyalty, and buzz among smart home users in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

870 respondents

Age group

18-64 years

Special properties

respondents who use smart home devices

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to smart home, which of the following brands do you like?
Brand usage: When it comes to smart home, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to smart home, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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