Author: David Mercer


Publication Date: Oct 18 2018


Pages: 39


Report Type: Report, PowerPoint



 Smart Speakers and Screens

Smart Speaker User Survey – Germany Results




Available to Clients Only

This report is available to Strategy Analytics clients only.

Become a Client

Strategy Analytics is a leader in supporting companies across the planning lifecycle through a range of research solutions. Please contact us to learn more about the benefits of becoming a client.
Contact Us

Report Summary:

Strategy Analytics has completed a major new survey of the first wave of smart speaker users, to understand purchase motivations, usage, satisfaction and ownership patterns. Our research leaves us in little doubt: smart speakers are a hit with the vast majority of people who are now using them (10% of the Germany screener population sample). Satisfaction levels are typically in the 80-90% range, nearly 60% of users expect to buy another one within the next two years, and voice control is now increasingly preferred to using touchscreens and keyboards. This report presents the results of a consumer survey carried out with 1000 smart speaker users in Germany in July/August 2018. Subscribers to the Smart Speakers service are invited to contact the analyst team with any additional questions on the survey data, including requests for crosstabs from the dataset, or deep dives into demographic segments, brands or any other aspect of the research.



Table of Contents

Introduction and Methodology
Analysis and Conclusions
Key Survey Findings
Attitudes Towards Voice Control
Attitudes Towards Smart Speakers
Smart Speaker Purchase Intentions
Why Non-users Don't Currently Use a Smart Speaker
Why People Do Not Intend To Buy a Smart Speaker
Existing Users: Future Purchase Needs
Purchase Motivations for Existing Users
Retailers and Channels
Retail Profiles for Smart Speaker Brands
How Many Smart Speakers Are In Use
Where in the Home Smart Speakers are Located
Who In the Home Uses Smart Speakers
Frequency of Smart Speaker Usage and Applications
Frequency of Children's Usage and Applications
User Satisfaction with Multiple Aspects of Smart Speakers
Smart Speaker Impact on General Activities
Smart Speaker Impact on Use of Other Devices
Smart Speaker Control of Smart Home Devices
Brand Awareness
Models Owned and Share of Base
Amazon Devices Purchase Motivations
Google Devices Purchase Motivations
Ownership of Amazon Devices by Model
Amazon Devices User Satisfaction
Ownership of Google Devices by Model
Google Devices User Satisfaction
Overall Brand Rankings: Amazon and Google
Brand Rankings: All Brands
Questions for Further Study
Contacts


For more information about our services please contact us or email support@strategyanalytics.com