Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

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
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client