NPR_Edison_2017智能语音助手用户调查报告_（带中文注释）_36页_6mb

SMART AUDIOO Report Summary

Core Content

The SMART AUDIOO Report provides insights into the ownership and usage patterns of smart speakers in 2017, highlighting their growing importance in daily life and their impact on audio consumption habits. The report includes data from Edison Research and Triton Digital, offering a comprehensive look at how smart speaker users interact with their devices and what motivates or deters ownership.

Main Findings

Smart Speaker Ownership

• Total Population: 12+ (likely referring to the age group of users).
• Ownership Rates:
  • 82% of smart speaker owners have Amazon Prime subscriptions.
  • 45% of smart speaker owners plan to purchase another.
  • One smart speaker is the most common ownership (58%), followed by two (24%) and three or more (18%).

Usage Patterns

• Primary Location: Most smart speakers are located in the living space (52%), followed by the kitchen (24%), master bedroom (12%), and other bedrooms (5%).
• Audio Listening Habits:
  • Smartphone/tablet is the most common way to listen to audio (28%).
  • Smart speakers are used regularly for music (4 hours 15 mins/week), news (1 hour 15 mins/week), and podcasts (1 hour 22 mins/week).
  • 94% of smart speaker owners use Internet Streaming sources, compared to 71% of non-owners.
  • 57% of smart speaker owners have a paid subscription to an Internet Audio service, compared to 37% of non-owners.

Reasons for Ownership

• The top reasons for wanting a smart speaker include:
  • Listening to music (90%)
  • Ask questions without typing (87%)
  • It seemed like a fun new gadget (86%)
  • Listen to news and information (77%)
  • Control audio with voice (71%)
  • Make it easier to do things (69%)
  • Quality of sound (65%)
  • Set alarms (63%)
  • Hear better music than on AM/FM radio (62%)
  • Discover new songs (53%)
  • Control smart home devices (48%)
  • Listen to talk radio/sports talk (44%)
  • Listen to podcasts (40%)
  • Replace an old stereo (39%)
  • Entertain children (36%)
  • Help the disabled (16%)
  • Help the elderly (12%)

User Sentiment

• 42% of smart speaker owners say their devices are essential to their everyday lives.
• 65% strongly agree or agree that they don't know enough about their Smart Speaker to use all its features.
• 28% of smart speaker owners strongly agree or agree that getting their Smart Speaker led them to pay for a music service subscription.
• 20% of smart speaker owners say they listen to more audio since getting their speaker.
• 28% say they listen to more news/talk.
• 20% say they listen to more podcasts.
• 18% say they listen to more audiobooks.

Smart Speaker Impact

• 40% of smart speaker owners say their devices have had an impact on their lives.
• 57% of smart speaker owners with children in the household say entertaining children was a reason for ownership.
• 88% of smart speaker owners with children strongly agree that children enjoy Alexa.
• 80% of smart speaker owners with children say Alexa/Google Home has made it easier to entertain the children.
• 61% of smart speaker owners say having a Smart Speaker is like having someone to talk to.
• 69% of smart speaker owners say they have encouraged their friends to get a Smart Speaker.

Barriers to Ownership

• Non-owners who have expressed interest in owning a smart speaker cite the following reasons:
  • Smart speakers are too expensive (60%)
  • You don't know enough about the speakers yet (48%)
  • You are worried you wouldn't use it enough (41%)
  • You worry that hackers could use it to access your home or personal info (41%)
  • It bothers you that smart speakers are always listening (36%)
  • You are worried you would spend more money with one (35%)
  • You worry that it could allow the government to listen (34%)

Purchase Intentions

• 41% of non-owners are somewhat likely to purchase a smart speaker in the next six months.

Key Insights

• Smart speakers have become essential for many users and have encouraged more audio consumption.
• They are particularly valuable for parents and children, offering ease of use and entertainment.
• Despite their popularity, cost, privacy concerns, and uncertainty about features remain significant barriers to adoption.
• The primary use of smart speakers is for music, followed by news, podcasts, and smart home control.
• The "Flash/News briefing" feature is used by 29% of smart speaker owners, indicating its utility in daily routines.