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ThinkNow Voice™ Summary: Smart Speakers Market Research (2017)

Core Content

This document presents the findings of a 2017 market research study conducted by ThinkNow Research titled ThinkNow Voice™, which focuses on the ownership and consideration of smart speaker products among American consumers. The study analyzes data across the Total Market and key race/ethnic segments, including Hispanics, Non-Hispanic Whites, African-Americans, and Asian-Americans.

The research was conducted via online survey as part of ThinkNow Research's Omnibus Study and was fielded in August 2017. It covers a national sample of 1,187 households, with sub-samples of 486 Hispanics, 229 Non-Hispanic Whites, 231 African-Americans, and 241 Asian-Americans.

Main Findings

Smart Speaker Ownership

• Amazon Alexa is the top smart speaker product among the Total Market.
• Approximately 30% of households have any type of smart speaker product.
• Smart speakers are most popular among younger consumers (18-34 years old), with this group being twice as likely to own a Google Home compared to those aged 35-64.
• African-Americans and Asians are the most likely to own a smart speaker, while Non-Hispanic Whites are the least likely to own a Google Home.

Purchase Intentions for Holidays

• About 20% of consumers are likely to buy a smart speaker for the holidays, while 30% may do so.
• Interest is highest among males and 18-34 year-olds.
• Multicultural groups (Hispanics, African-Americans, and Asians) express more interest in smart speakers compared to White consumers.

Demographic Insights

• Gender:
  • The study includes a breakdown of purchase intentions by gender, though specific percentages are not provided in the text.
• Age:
  • The 18-34 age group shows significantly higher interest in smart speakers.
• Other Demographics:
  • Employed individuals and college graduates are more likely to express interest in purchasing smart speakers.
  • Median household income is also considered in the analysis, though no specific figures are given.

Key Points

• The research highlights significant differences in smart speaker ownership and interest across race/ethnicity, age, and employment status.
• Statistical significance is indicated by letters in the charts (95% confidence level), showing that differences in ownership and interest are not due to chance.
• ThinkNow Research emphasizes expertise in understanding multicultural demographics, particularly through its in-house Hispanic panel.

ThinkNow Research Overview

• ThinkNow Research is a full-service market research company that specializes in quantitative and qualitative research.

• They offer a range of services including:

  • Online panel research
  • Intercepts
  • Phone surveys
  • Online and offline qualitative studies
  • Concept and copy testing
  • Advertising effectiveness
  • Website usability studies
  • Omnibus surveys
  • Attitudes and usage analysis
  • Product testing

• They serve a diverse clientele, including Fortune 500 companies, ad agencies, nonprofits, and other market research firms.

• The company has extensive experience in researching hard-to-reach demographic sub-groups.

Conclusion

The ThinkNow Voice™ study provides valuable insights into smart speaker adoption and interest in the American market, with a particular emphasis on multicultural populations. It underscores the importance of demographic segmentation in understanding consumer behavior and highlights the potential for growth in smart speaker markets among younger and more diverse groups.