We have now added China to our international survey of smart speaker users. If anything, smart speakers are an even bigger hit with users here than elsewhere. User satisfaction levels are extremely high and nearly every user says they will buy another device within the next two years. There are key differences in the Chinese market, however: for example, music is not a primary purchase driver, and smart displays have become much more widely established. This report presents detailed findings from our survey of more than a thousand smart speaker users in China, addressing critical topics such as attitudes towards voice control, purchase intention and motivations, retailers and channels, device ownership, usage and satisfaction, and brands.
Table of Contents
Introduction and Methodology
Analysis and Conclusions
Key Survey Findings
Attitudes Towards Voice Control
Voice preference v. touchscreen
Voice preference v. keyboard
Voice-controlled device v. smartphone
Voice security concerns
Living without a smart speaker
How much smart speakers have improved how I use technology
How much smart speakers have made life simpler
How much more useful smart speakers are than expected
Sharing payment information
Smart speakers are a gimmick
Purchase Intentions and Motivations
When current users will buy another smart speaker
When current non-users will buy a smart speaker
Why non-users don't currently use a smart speaker
Why non-users don't intend to buy a smart speaker
Future smart speaker needs of existing users
Why users won't buy another smart speaker
Smart speaker purchase motivations of current users
Retailers and Channels
Retailer and channel market shares
Retailer shares by major smart speaker brand
Ownership
How many smart speakers are owned
Where in the home smart speakers are located
Primary v. other speakers
Usage and Satisfaction
Who is using a smart speaker
How long people have been using smart speakers
Frequency of smart speaker usage and applications
Third party apps - usage, business models and discovery
Satisfaction with multiple aspects of smart speakers
Smart speaker impact on general activities
Smart speaker control of connected and smart home devices
TV tasks carried out by smart speaker users
Brands and Competition
Smart speaker brand awareness
Top 24 smart speaker models owned, share of base, number owned, most used
Ownership of Xiaomi smart speakers by model
Xiao AI and Xiao AI Mini - user satisfaction
Ownership of Baidu smart speakers by model
Xiaodu Zaijia 1S and Xiaodu Small Speaker - user satisfaction
Ownership of Alibaba smart speakers by model
Tmall EI Cube and Tmall Elf M1 - user satisfaction
Overall brand rankings: Xiaomi v Baidu v Alibaba
Smart speaker consideration and preference rankings - all brands
Contacts