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Smart Speakers and Screens

2019 Smart Speaker User Survey - Germany Results

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Report Summary:

Our latest survey of German users suggests that enthusiasm for smart speakers shows no sign of dwindling. Satisfaction has remained high, although we note significant differences between certain models. Amazon remains the dominant player and its devices are found in 88% of smart speaker homes. In spite of this our brand preference research suggests that competing brands have opportunities to expand. This report presents the detailed findings from our survey of more than a thousand smart speaker users in Germany, 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

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 22 smart speaker models owned, share of base, number owned, most used
Ownership of Amazon smart speakers by model
Amazon Echo and Echo Dot - user satisfaction
Ownership of Google smart speakers by model
Google Home and Google Home Mini - user satisfaction
Overall brand rankings: Amazon v. Google
Smart speaker consideration and preference rankings - all brands


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