1.
1
Voice
Controlled
Products
May 2020

2.
2
Background
303
Hispanics
300
Total Sample
› This report brief is based on a nationwide online survey of
1,500 American adults 18 to 64 years of age, conducted
by ThinkNow during February 2020.
Total Sample
Base size (1,500)
Male 50%
Female 50%
Generation
18-22 11%
23-38 35%
39-54 34%
55-64 20%
Race/Ethnicity
White 63%
Hispanic 17%
African-American 14%
Asian 7%
Other 1%
› The sample was stratified or weighted with respect to
race/ethnicity, age, gender and US region, per U.S. Census
benchmarks.

3.
3
About half of the respondents we surveyed reported having a voice-controlled product in their home.
Do you or someone in your home own any of the
following voice-controlled products?
32%
25%
7%
5%
49%
0% 20% 40% 60% 80% 100%
Amazon Alexa
Google Home
Apple Homepod
Other voice-controlled product
None
(n=1,500)
• Amazon Alexa is slightly more common in households than Google Home.

4.
4
Ownership of voice-controlled products increases with household income.
Do you or someone in your home own any of the
following voice-controlled products?
By Household Income
22%
17%
5% 5%
62%
31%
24%
5% 4%
52%
45%
37%
12%
6%
31%
0%
20%
40%
60%
80%
100%
Amazon Alexa Google Home Apple Homepod Other voice-controlled
product
None
Under $40k $40k-$79k $80k+
A B C
(n=734) (n=481) (n=387)
AB
AB
AB
BC
C
Letters indicate significant difference at 95% confidence level.

5.
5
Millennials are the generation group most likely to have a voice-controlled product in their home.
51%
47%
52%
56%
51%
57%
45%
55%
62%
47%
37%
0%
20%
40%
60%
80%
100%
Total Market Hispanics African-
Americans
Asians N.H. Whites Men Women Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
A B C D E F G H J K
(n=1,500) (n=500) (n=250) (n=250) (n=500) (n=786) (n=872) (n=172) (n=689) (n=530) (n=309)
K
F
JK
K
• Among the major ethnic groups, Asian Americans are the most likely to own a voice product in the household.
• More men own these voice products than women.
‘Yes’ Response
Do you or someone in your home own any of the
following voice-controlled products?
A
Letters indicate significant difference at 95% confidence level.

6.
6
Letters indicate significant difference at 95% confidence level.
Voice-controlled products are utilized for a variety of reasons, with music-listening topping the list.
What do you or other members of your
household use the controlled products for?
• Hispanics and African Americans are the most likely groups to use voice products for shopping/ordering.
• More women rely on these products than men for checking the weather forecast and setting up reminders/alarms.
66%
48%
37%
34%
34%
29%
28%
22%
20%
20%
0% 20% 40% 60% 80% 100%
Music
Weather forecast
Reminders/alarms
Online research
Checking news
Smart home commands
Making calls
Shopping and ordering
Listening to audio books
Checking traffic
Asians over-index: 59%
Women over-index: 56%
Women over-index: 46%
African-Americans over-index: 36%
African-Americans & Hispanics
over-index: 29% / 28%
Skews older
(n=732)Base: Have a VP Product in Household

7.
7
52%
56%
61%
45%
50%
58%
45%
30%
59% 57%
40%
0%
20%
40%
60%
80%
100%
Total Market Hispanics African-
Americans
Asians N.H. Whites Men Women Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
A B C D E F G H J K
(n=732) (n=237) (n=129) (n=129) (n=237) (n=404) (n=375) (n=81) (n=388) (n=225) (n=104)
C
F GK GK
How important are voice-controlled
products to you personally?
Top 2 Box: Important/Very Important (5-pt. Scale)
Among users of voice products, roughly half say it is “important” or “very important” to them personally.
• African Americans and Hispanics place more importance on these products than Whites and Asians.
Base: Have a VP
Product in Household
Letters indicate significant difference at 95% confidence level.

8.
8
3-out-of-10 adults are planning to buy voice-controlled products in the next 12 months.
Do you plan to buy voice-controlled
products in the next 12 months?
29% 30%
36%
26% 27%
37%
20%
29%
38%
27%
16%
0%
20%
40%
60%
80%
100%
Total Market Hispanics African-
Americans
Asians N.H. Whites Men Women Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
A B C D E F G H J K
(n=1,500) (n=500) (n=250) (n=250) (n=500) (n=786) (n=872) (n=172) (n=689) (n=530) (n=309)
K
CD F JK
K
• Men, Millennials and African Americans reported the highest purchase intent levels.
‘Yes’ Responses
Letters indicate significant difference at 95% confidence level.

9.
9
Thank you for downloading the Voice-Controlled Products
report brief. To discuss this data further with one of our
representatives, or to learn more about our research services,
please contact:
Greg DeLacy | 818-843-0220 x118 | greg@thinknow.com