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ThinkNow Voice™ Summary

Core Content

ThinkNow Voice™ is a market research study conducted by ThinkNow Research in 2017, focusing on the ownership and consideration of smart speaker products among American consumers. The report provides insights into the total market and key race/ethnic segments, including Hispanics, Non-Hispanic Whites, African-Americans, and Asian-Americans.

Main Findings

• Smart Speaker Ownership:

  • Approximately 30% of households own any type of smart speaker.
  • Amazon Alexa is the top smart speaker product among the total market.

• Age Groups:

  • Younger consumers (18-34 years) are more likely to own smart speakers.
  • They are twice as likely to own a Google Home compared to 35-64 year-olds.

• Race/Ethnicity:

  • African-Americans and Asians are the most likely to own smart speakers.
  • White consumers are the least likely to own a Google Home.

• Purchase Intentions:

  • About 20% of consumers are likely to buy a smart speaker for the holidays.
  • 30% may consider purchasing one.
  • Interest is highest among males and 18-34 year-olds.

• Multicultural Interest:

  • Multicultural groups (Hispanics, African-Americans, Asians) express more interest in smart speakers than White consumers.

Key Statistics

Demographic Insights

• Gender:

  • The study highlights gender differences in smart speaker ownership and purchase intentions, though specific percentages are not detailed in the text.

• Age:

  • 18-34 year-olds are more likely to own smart speakers than older age groups.
  • Age distribution is shown with data for each race/ethnicity group.

• Other Factors:

  • Employment status and education level (college graduate or more) are factors in smart speaker ownership.
  • Median household income is also considered in the demographic profile.

Methodology

• Survey Method: Conducted online via ThinkNow Research's Omnibus Study.
• Field Timing: August 2017.
• Regional Coverage: National.
• Screening Criteria: Consumers aged 18-64 years.

About ThinkNow Research

ThinkNow Research is an authority in creating and managing research products to gather insights about rapidly changing consumer segments. They offer a range of services including:

• Quantitative and Qualitative Research
• Online Panel
• Intercepts
• Phone Surveys
• Online Market Research Communities
• Concept and Copy Testing
• Advertising Effectiveness
• Website Usability Studies
• Omnibus Surveys
• Attitudes & Usage Studies
• Product Testing
• Online & Offline Qualitative Research

They have specific experience in the Hispanic, African American, Asian, and Total markets, and are the only full-service market research company that owns and operates an in-house Hispanic panel. Their clients include Fortune 500 companies, ad agencies, nonprofits, and other market research firms.

Contact Information

• Email: info@thinknowresearch.com
• Phone: 818-843-0220
• Website: www.thinknowresearch.com

Conclusion

This report provides a comprehensive overview of smart speaker ownership and purchase intentions in the U.S., highlighting demographic differences and market trends. It underscores the importance of understanding race/ethnicity, age, and gender when targeting consumers for smart speaker products. ThinkNow Research offers specialized services to help businesses gain insights into these evolving markets.