Smart speaker usage insights
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Smart Speaker Barometer (France) Etude Mediametrie (dec 2018) Présentée le 25 janvier 2019 au European Radio and Digital Audio Show
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Smart speaker usage insights
- 1. Smart speaker barometer Jamila Yahia-Messaoud, Head of Consumer Insights department, Médiamétrie 24/01/2019
- 2. Smart speaker barometer 64% 25% 11% 27/01/2019 2 Smart speakers awareness Almost 9 out of 10 people have already heard of smart speakers. 1- Smart speakers awareness 89% of Internet users have already heard of smart speakers Yes, but I don’t really know what it is Yes, I know what it is No, I have never heard of that Question: Have you ever heard of smart speakers? Basis: Internet users aged 15 or more (n=2 173)
- 3. Smart speaker barometer 27/01/2019 3 2.1% 1.1% Google (Google home / Mini) Amazon (Echo / EchoDot / EchoSpot) 4,4% a smart speaker device owners. Smart speaker devices Representing about half of the smart speakers owned by Internet users, Google clearly stands out from other competitors. 2 – Equipment Average age 39 years old Question: Is your household equipped with a smart speaker device: Basis: Internet users aged 15 or more AB+ Professional 25 to 34 years old 7,9% 8%
- 4. Smart speaker barometer 1/27/2019 4 Several times a day Every day or almost 31% 36% Regular 67% Frequency of use of smart speakers Two-third of people equipped with a smart speaker (3% of Internet users aged 15 or more) use it every day or almost. 3 – Uses of smart speakers 1 or 2 times per week 17% Periodic 17% = Never 6% 1 to 3 times per month Less frequently 6% 4% Occasional 10% 4,2% of Internet users aged 15 or more are users of a smart speaker (94% of equipped people) Question: How often do you use your smart speaker? Basis: Internet users aged 15 or more owning a smart speaker (n=281)
- 5. Smart speaker barometer 31% 40% 42% 45% 60% 62% Listen to a webradio Ask for the news Search something on the Internet Listen to a live radio station Ask for the weather Listen to music 27/01/2019 5 Uses made by users on their smart speaker Although audio practices are the most common (80%), there is a wide range of uses made by users. On average, they make 5 uses with their smart speaker. 3 - Uses of smart speakers Question: Among the following activities, which are those that you have ever made with your smart speaker? Basis: Internet users aged 15 or more using a smart speaker (n=270)
- 6. Thank you for your attention Jamila YAHIA MESSAOUD jyahiamessaoud@mediametrie.fr
Notas do Editor
- Thank you for having me today. I would like to share with you an overview of the voice assistant market in France
- Before talking about equipment, let’s focus on the awarness of smart speakers, about one third of french individuals doesn't know smart speakers either don't even heard about these devices or they've heard about them but have no idea about what they are used for. Off course those who know the best the smart speakers are the youngest populations (millennials, those aged from fifteen to thirty four years), the AB+ professionals and the oldest populations like retirees
- About equipment now, the least we can say is that it is an emerging equipment, far from what we can observe in other markets like the US. This is because the smart speakers are available in this country for about three years while they are marketed in France for about 18 months. 4,4% represent about 1,8 million owners. The two main smart speakers are the Google one marketed since august 2017 followed by the Amazon echo available for less than one year. This penetration rate is equivalent to the one of tablets a year after their launch in France. There is no real surprise about the owners profil : they are AB+ professionals, also people aged from 25 to 34 years and also 35 to 49 years living in large cities. But there are as many men as women who have a smart speaker.
- While 6% among the owners declare never using these speakers, most of the other owners use them frequently, almost on a daily basis, as you can see, 2 thirds of smart speakers owners are regular users of this equipment.
- They use this device, despite the diversity of uses, the owners are mainly directed toward basic uses. We can consider 3 kinds of uses : Practical uses like listening to music or radio, search for weather forecast or news or any other item. These are the main uses Control usage like TV control or any other connected device in the house, they concern 20 to 25 of the owners And then finaly, uses related to purchases like adding a product to a purchase list or buying a product through the smart speaker like ordering a cab or flowers for instance. If we focus on uses related to the radio, about 59% of smart speakers owners use this device either to listen to the radio, a web radio or to listen to a podcast and that represents the third main use of smart speakers. Thank you