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Spring 2021Automation IndustrySentiment SurveyPUBLISHED: MARCH 2021
© 2021 Interact Analysis. All Rights Reserved.
This survey was conducted by Interact Analysis in partnership with the Association
for Advancing Automation (A3) to assess the automation industry’s sentiments
around current market conditions and perception of future performance.
Over 200 respondents from automation-related companies with combined revenues
in excess of $50 billion responded to the survey.
This survey gathered from Mid-February 2021 to Mid-March 2021
and the results are being released in conjunction with the virtual tradeshow &
conference ‘Automate Forward’ which runs from the 22nd to 26th March 2021.
▪ The automation industry has an overwhelmingly positive outlook for 2021, with
headcount, revenue and automation investment expected to grow in excess of 10%.
▪ Two-thirds of respondents believe that within the next 12 months COVID-19 will no
longer negatively impact their business.
▪ Despite the downturn in vehicle sales, Automotive is expected to be the #1 driver of
growth followed closely by Food & Beverage.
▪ The current turmoil of the pandemic has created a paradox of some companies facing
very weak demand, whilst others unable to keep up with demand.
▪ A large proportion of responses stated that they want to quickly return to trade shows
in person with 81% of respondents wanting to return, and most within the next year.
▪ The industry expects automation investment by customers to grow by an average of
26% in 2021.
About this survey
Key Findings:
Spring 2021 Automation Industry Sentiment Survey
3
Expected Growth in 2021
10%
15%
20%
14%
41%
21%
20%
0% 10% 20% 30% 40% 50%
End-User
Machine Builder
Machine Vision Manufacturer
Motion Control/MotorManufacturer
Robot Manufacturer
Other
All respondents
17%
34%
26%
14%
50%
20%
24%
0% 10% 20% 30% 40% 50%
End-User
Machine Builder
Machine VisionManufacturer
MotionControl/MotorManufacturer
Robot Manufacturer
Other
All respondents
32%
30%
21%
16%
41%
24%
26%
0% 10% 20% 30% 40% 50%
End-User
Machine Builder
Machine VisionManufacturer
MotionControl/MotorManufacturer
RobotManufacturer
Other
All respondents
Average Expected Headcount GrowthAverage Expected Automation Investment Growth Post-
COVID-19Average Expected Revenue Growth
Spring 2021 Automation Industry Sentiment Survey
4
In what timeframe do you expect COVID-19to have minimal / zero impact on your industry?
Already There: 20.4%
In Next 3 months:
3.9%
In 3-6 Months: 13.8%
In 6-12 months: 26.5%
Feb ‘21
May ‘21
Aug ‘21
Feb ‘22 Feb ’23 -
In 12-18 Months: 28.3%
In 18 months or more: 14.9%
Aug ‘22
Spring 2021 Automation Industry Sentiment Survey
5
1st 2nd 3rd
End-User / Manufacturing
Company
Automotive 28.6% Electronics /
Semiconductors 25%
Automotive 30.0%
Machine Builder Other Industry 33.3% Transportation / Marine /
Rail 27.3%
Automotive 44.4%
Manufacturer of Machine
Vision Products
Automotive 40.0% Other Industry 30.0% Electronics /
Semiconductors 23.5%
Manufacturer of Motion
Control & Motor Products
Food & Beverage 31..8% Electronics /
Semiconductors 18.2%
Other Industry 26.3%
Manufacturer of Robots Other Industry 30.0% Food & Beverage 29.4% Food & Beverage 18.8%
System
Integrator/Distributor
Food & Beverage 29.2% Food & Beverage
21.4%
Electronics /
Semiconductors 16.2%
Other Other Industry 40.0% Automotive 25.9% Food & Beverage 31.8%
Other Industry, 29%
Automotive, 17%
Food & Beverage, 17%
Electronics/Semiconductors, 12%
Transportation / Marine / Rail, 7%
Metals, Rubbers, Plastics, 7%
Pharmaceuticals, 6%
Aerospace, 6%
Which 3 end industries do you expect to drive themost growth for your organization in 2021?
Spring 2021 Automation Industry Sentiment Survey
Which Verticals will Drive your Growth in 2021?
6
What are the 3 biggest challengesyour organization is currently facing?
Hiring / Retaining Staff, 14.1%
Managing COVID restrictions on
internal operations, 6.5%
Complying with customers' COVID restrictions, 5.8%
Weak customer demand, 19.3%
Restriction on travel & seeing
customers, 31.4%
Being able to meet customer demand,
20.4%
Other, 2.4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
End-User Machine Builder Machine VisionManufacturer
MotionControl/MotorManufacturer
RobotManufacturer
SI / Distributor Other
Other Being able to meet customer demand
Restriction on travel & seeing customers Weak customer demand
Complying with customers' COVID restrictions Managing COVID restrictions on internal operations
Hiring / Retaining Staff
Spring 2021 Automation Industry Sentiment Survey
What are the Biggest Challenge Currently Facing your Organization? What are the Biggest Challenge Currently Facing your Organization?
15.1%
81.0%
3.9%
Don't know Will Attend Unlikely to attend in-person trade shows again
7
In what timeframe would you be willing to attendan in-person trade show again?
Right Now: 15.6%
In 3 months: 7.2%
In 6 Months: 28.3%
In 12 months: 21.1%
In 1-2 Years: 8.3%
Feb ‘21
May ‘21
Aug ‘21
Feb ‘22
Feb ‘23
Spring 2021 Automation Industry Sentiment Survey
Decrease, 5%
Don't know, 6%
Increase, 63%
Stay the same, 26%
8
Compared to 2020 do you expect your organization’sinvestment in capacity or infrastructure to increase, decreaseor stay the same in 2021?
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
End-User MachineBuilder
MachineVision
Manufacturer
MotionControl/MotorManufacturer
RobotManufacturer
SI / Distributor Other
Decrease Don't know Increase Stay the same
What do you expect to happen to your organization’s investment in capacity or infrastructure?
What do you expect to happen to your organization’s investment in capacity or infrastructure?
Spring 2021 Automation Industry Sentiment Survey
Americas70.3%
APAC6.1%
EMEA23.6%
0
10
20
30
40
50
60
70
80
<$10m $11m - $50m $51m -$100m
$101m -$250m
$251m -$500m
$500m - $1bn >$1bn
9
Demographic of Respondents
13.0%
5.8%
9.4%
14.3%
12.1%
27.4%
17.9%End-User
Machine Builder
Machine Vision Manufacturer
Motion Control/Motor Manufacturer
Robot Manufacturer
System Integrator/Distributor
Other
Region of Origin
Approximate Revenue
Company Type
Spring 2021 Automation Industry Sentiment Survey
10
Demographic of Respondents Cont’d:Which are the 3 largest end industries foryour company's products / services?
Company Type Most Common First ChoiceMost Common Second
Choice
Most Common Third
Choice
End-User / Manufacturing
Company
Automotive 28.6% Metals / Rubbers / Plastics
31.25%
Electronics /
Semiconductor 23.1%
Machine Builder Other Industry 25.0% Transportation / Marine /
Rail 33.3%
Automotive 25%
Manufacturer of Machine
Vision Products
Automotive 42.9% Other Industry 19.1% Electronics &
Semiconductor 30.0%
Manufacturer of Motion
Control & Motor Products
Automotive 34.5% Other Industry 20.7% Metals / Rubbers / Plastics
25.9%
Manufacturer of Robots Other Industry 50.0% Other Industry 33.3% Food & Beverage 29.4%
System
Integrator/Distributor
Automotive 37.5% Other Industry 31.0% Food & Beverage 24.0%
Other Automotive 40.0% Food & Beverage 16.3% Other Industry 28.2%
Other Industry, 34.4%
Automotive, 25.1%
Food & Beverage, 14.9%
Electronics / Semiconductors,
11.1%
Transportation / Marine / Rail, 7.4%
Aerospace, 7.3%
Metals / Rubbers / Plastics, 5.6%
Most Common Choices for Largest End Industry
Spring 2021 Automation Industry Sentiment Survey
▪ Interact Analysis has partnered with the Association for Advancing Automation (A3)
and provides regular automation industry insights to A3 members.
▪ This survey was done for the Automate Forward virtual trade show and conference
March 22-26, 2021, and the results are available to the public for free.
▪ More information and insights await you through membership in A3. Contact Alex
Shikany, A3 Vice President of Membership & Business Intelligence
([email protected]) for more information, or visit www.automate.org to join
the leading global automation association.
Join A3 for More Automation Insights!
VISIT AUTOMATE.ORG
Spring 2021 Automation Industry Sentiment Survey
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12Spring 2021 Automation Industry Sentiment Survey