Tom Webster, Edison Research
This presentation was based on a survey of 1,600 of whom half were “Smart Speaker” owners, sprinkled with video clips of one-on-one interviews with 15 families who owned smart speakers. The overall theme of the presentation was that these early adopter owners report that smart speakers can change the lives of their owners, particularly the parents of young children:
- 42% of the owners say their Smart Speakers are “essential to their everyday lives”
- 44% agree that the devices have helped them spend more time with others in their households
- 57% have placed orders through their Smart Speakers
- 52% keep their Smart Speaker in their living room, illustrating its centrality in their lives.
The kinds of behavior that Smart Speakers may replace, according to Edison, include:
- Checking one’s phone for weather
- Google searches on phones
- TV for audio
- Speakers connected to a radio
- Pandora and Spotify
- The AM/FM radio itself
The top three uses of the devices, according to the survey, were music (68% using it “regularly”), weather (58%), and general questions (52%). AM/FM radio were further down the list, with about one third using the devices “regularly” for AM/FM radio (38%) and news/talk (32%). (Note: These percentages came from an earlier Edison report which was alluded to but not shown during the Ad Week presentation.)
The time of day at which Smart Speakers are used most frequently for audio on weekdays was afternoon drive-time (3 PM to 7 PM), followed 7 PM to midnight. Listening frequency at all times of the day was higher for owners with children in the household.
90% said they wanted to buy a Smart Speaker to listen to music. This was followed by “to ask questions without needing to type” cited by 87% as a reason for wanting a Smart Speaker. Sixty-two percent wanted a Smart Speaker “to hear better music than what’s found on radio,” and 45% said that they wanted one “to replace an old stereo or radio.”
Edison also asked the non-owners whether they were interested in Smart Speakers, and, if they were, why they hadn’t bought one. The cost and privacy ranked high as obstacles to purchase among those who were interested in the device.
Use this link to watch the full presentation.