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

Core Content

This document presents a market research report conducted by ThinkNow Research in 2017, focusing on the ownership and consideration of smart speaker products among American consumers. The study includes data from the total market and key race/ethnic segments, such as Hispanics, Non-Hispanic Whites, African-Americans, and Asian-Americans.

Key Findings

Smart Speaker Ownership

• Total Market: Approximately 30% of households own any type of smart speaker.
• Top Product: Amazon Alexa is the most popular smart speaker among the total market.
• Age Group Trends: Younger consumers (18-34 years) are twice as likely to own a Google Home compared to older consumers (35-64 years).
• Race/Ethnicity Trends:
  • African-Americans and Asians are the most likely to own a smart speaker.
  • 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 buying one.
• Interest is highest among males and 18-34 year-olds.

Multicultural Groups

• Multicultural groups (Hispanics, African-Americans, Asians) show more interest in smart speakers than White consumers.
• The interest levels are categorized as Yes, Maybe/Not sure, and No.

Methodology

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

Base Sizes

• Total: 1,187
• Hispanics: 486
• Non-Hispanic Whites: 229
• African-Americans: 231
• Asian-Americans: 241

Who We Are

ThinkNow Research is a full-service market research company that specializes in understanding rapidly changing consumer segments. They offer research services in the Hispanic, African American, Asian, and Total markets, with a particular focus on hard-to-reach demographic sub-groups. They also operate an in-house Hispanic panel.

Our Services

ThinkNow Research provides a range of services including:

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

Contact Information

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

Demographic Profile (Hispanics)

• Sample Size: n=509
• Home Language Use: Data available on language usage within households.
• Acculturation Level: Information on acculturation levels of Hispanic consumers.
• Country or Origin: Data on the countries of origin of Hispanic respondents.

Additional Insights

• Employment Status: Data on smart speaker ownership by employment status.
• Education Level: Information on ownership trends among college graduates.
• Median Household Income: Insights into income levels associated with smart speaker ownership.

This report provides a comprehensive overview of smart speaker ownership and purchase intentions across different demographics, offering valuable insights for market strategies and consumer behavior analysis.