Smart Speaker Owners Open to Discounts, Personalized Info From Brands

January 12, 2018

More than one-quarter of Alexa owners have asked their device about deals, recent research has revealed. Now, new data from Google and Peerless Insights indicates that Smart Speaker owners are most interested in receiving information about deals, sales and promotions from brands.

While earlier research suggests that asking Alexa about its deals rarely results in a purchase, providing information about deals and promotions could result in sales for brands. That’s because the majority (62%) of people who regularly use a voice-activated speaker report being likely to buy something through their speaker in the next month, according to the survey from Google and Peerless Insights.

Moreover, 58% create or manage shopping lists at least once a week, and 44% say they order products they need such as groceries and household items at least once a week.

Beyond receiving information about deals, sales and promotions, around half of Smart Speaker owners are also interested in receiving personalized tips and information from brands to make their lives easier (48%).

Meanwhile, roughly 4 in 10 would like to receive information about upcoming events or activities (42%), options to find business information (39%) and access to customer service or support (38%).

Truthfully, these preferences don’t seem distinct to Smart Speaker ownership. After all, people generally follow brands on social media for similar reasons: for promotions, and for information about the brand. Furthermore, people generally want promotions and offers, along with tips and tricks, from brands whose emails they receive.

Still, if nothing else, Smart Speakers offer a new touch point for brands to offer such deals, personalized tips, and updates.

Other Stats About Smart Speakers

  • Most (52%) people who own a voice-activated speaker keep it in a common room such as family or living room, as opposed to a bedroom (25%) or their kitchen (22%).
  • A slight majority (53%) of people who own a voice-activated speaker say that it feels natural talking to it, and about 4 in 10 say it feels like talking to a friend or another person.
  • More than 7 in 10 Smart Speaker owners indicate that their devices are often used as part of their daily routine.
  • More than 2 in 3 current owners of Amazon Echo and/or Google Home devices intend to purchase another Smart Speaker in the next 6 months, per results from a Strategy Analytics survey.
  • That survey found that Smart Speaker owners are brand-loyal (or beholden to their chosen platform): three-quarters of Amazon Smart Speaker owners would choose another Amazon speaker, and 69% of Google owners would choose another Google product. Separate research has also found Smart Speaker owners to be brand-loyal.
  • Amazon and Google dominate the Smart Speaker market, to the tune of 92% of market share during Q3 2017, according to Strategy Analytics Google has been a fast-riser: since introducing Google Home, it had captured one-quarter of the global market as of Q3.

About the Data: The Google and Peerless Insights results are based on a survey of 1,642 US adults who are monthly active voice-activated speaker owners (Amazon Echo/Dot and Google Home).

The Strategy Analytics brand-loyalty results are based on a survey of 942 US Android smartphone users.

45th Parallel Design Ad

Explore More Charts.

Pin It on Pinterest

Share This