Survey: Smart speaker ownership driving tone of voice adoption on smartphones

NPR plus Edison Research have released a brand new “ smart sound ” report. It’ h the 3rd installment of analysis that began in 2017, meant to investigate device adoption and changing consumer interaction with smart audio speakers.

Extrapolating from a trial of just over 900 respondents, the particular report asserts that 18 % of all Americans now own a good speaker, representing a projected complete of roughly 43 million. This particular number may underestimate total ALL OF US smart speaker ownership, which may be nearer to 50 million or more.

As the graph indicates, owners fall into all age group categories, though there are more that are over 25 than under. Certainly, there may be an unexplored correlation along with life stage, home ownership or even other life cycle variables. Proprietors with and without kids were divided roughly equally, though there were a lot more female than male owners (54 percent vs . 46 percent).

The report segments possession and behavior into two main categories: “ first adopters” (owners for more than a year) and “ early mainstream” users (less than the usual year). The bulk (74 percent) associated with survey respondents are in the latter classification.

Although behaviors are very similar for both groups, first adopters appear to use smart speakers a lot more intensely but narrowly than earlier mainstream users, while the latter participate in a wider array of use instances. The chart below reflects earlier mainstream owner activities throughout the 7 days. Interestingly, food ordering was the best weekly task.

First adopters may actually use their smart speakers mainly to listen to music and control various other smart home devices. Early popular users are more broadly engaged using these devices as virtual assistants throughout a range of tasks.

Earlier mainstream users report “ utilizing the voice-operated assistant on your smartphone more” since buying a smart speaker (and more than first adopters). So there’ s a kind of cross-platform effect increasing voice search on smartphones among this particular audience. They also evangelize smart loudspeaker ownership more than first adopters.

Another interesting finding is the fact that a substantial minority of early popular users were motivated to buy a wise speaker to “ reduce display time. ” They also report investing less time with other technology and mass media since owning one.

For those smart speaker owners confirming that they’ re spending a fraction of the time with other media, here are the stations or devices that are seeing a fraction of the time:

  1. Radio.
  2. Smartphone.
  3. Personal computer.
  4. Print.
  5. Tablet.
  6. TV.
  7. Sonos/other sound system.

First adopters and earlier mainstream users report making buys through their smart speakers within roughly equal numbers. Early popular users made almost three buys in the “ past three months, ” or roughly one per month. 1st adopters made just over two buys in that same period. Interestingly, thirty seven percent of early mainstream proprietors reported using smart speakers with regard to product research. While it’ h not really exposed in the research, that may be either a supplement or potential replacement for search on a mobile phone or PERSONAL COMPUTER.

In terms of advertising/promotions upon smart speakers, owners seem to be open up or modestly receptive. Asked about whether or not they like skills or “ features” created by brands for smart audio speakers, roughly 60 percent said they will “ don’ t mind all of them. ” Only 19 percent mentioned they “ hated” them, whilst 22 percent said they such as them, which was a higher percentage compared to liked other ad types looked into in the research.


In regards to the Author

Greg Sterling is really a Contributing Editor at Search Engine Property. He writes a personal blog, Screenwerk , about connecting the dots in between digital media and real-world customer behavior. He is also VP associated with Strategy and Insights for the Nearby Search Association. Follow him upon Twitter or find him in Google+ .

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