2018智能音頻報(bào)告

1、n pr) ) )IaudiTHEmartREPORTL7edisonre s ea rc h18% of Americans18+ own a Smart Speaker, or around 43 million peopleGoogle Home is a trademark of Google Inc. Source: 2018 Infinite Dial, Edison Research and Triton Digital.Early Adopters13.5%Early Majority34%Late Majority34%16%LaggardsInnovators2.5%JAN

2、 2017JAN 2018New Product Adoption Curve: Smart SpeakersMethodology909 person online surveyAdults age 18 and olderNational study conducted 5/21/2018 6/1/2018All respondents report owning a smart speakerTracking from Spring 2017 and Fall/Winter 2017 surveysOwnership & UsageSmart Speaker Owners: AgeAge

3、 35-4421%Age 25-3418%Age 18-2415%Age 55+22%Age 45-5424%Smart Speaker Owners: GenderWomen 54%Men 46%Smart Speaker Owners: Length of Ownership26%74%First AdoptersOwned one year or moreEarly MainstreamOwned less than one yearSmart Speaker Owners: AgeAge 18-2411%Age 25-3412%Age 35-4425%First AdoptersAge

4、 45-5419%Age 55+33%Age 55+19%Early MainstreamAge 45-5426%Age 35-4419%Age 25-3420%Age 18-2416%Smart Speaker Owners: GenderWomen 53%Early MainstreamFirst AdoptersWomen 58%Male 42%Male 47%Think back to the first month you owned a smart speaker.Compared to that first month, are you now using it?48%54%19

5、%12%33%34%First AdoptersEarly MainstreamMore oftenAbout the sameLess oftenBase: Had a smart speaker more than one month and gave a responseHow many smart speakers do you own?45%54%28%30%27%16%First AdoptersEarly MainstreamOneTwoThree or more4458First AdoptersEarly MainstreamDo you think you will pur

6、chase another smart speaker for your household?% saying yes656058574941To control appliances or lights in more rooms of your houseTo listen to news in more rooms of your houseTo try the technology from another type of smart speakerTo use as an intercom system in your houseFor home securityTo enterta

7、in children in more rooms of the houseYou want to buy another smart speaker?% saying reason appliesBase: Plan to purchase another smart speakerMedia Behaviors & Interests2162326252219171795313Smartphone/tabletSmart speakerSpeaker connected to smartphoneAM/FM radioComputer/laptopiPod or other mp3 pla

8、yerCD playerFirst AdoptersEarly MainstreamHow do you listen to audio most often?For First Adopters, smart speakers are nowthe#1 way they listen to audio65565049424438737366635854534948News and current affairsComedyMusic, arts and cultureFoodSportsEducationalTechnologyMindfulness/WellnessFirst Adopte

9、rs Early MainstreamWhich spoken-word topics or style of programs would you be interested in listening to on your smart speaker?% interested in topic6972First AdoptersEarly MainstreamDo you ever listen to news on your smart speaker?% saying yes37%of smart speaker owners listen to 2+ hours of news on

10、their smart speaker each weekBase: Own a smart speakerIn the last week, how much time did you spend listening to news programming on your smart speaker?17%17%22%14%24%33%22%21%15%16%First AdoptersEarly MainstreamOne hour to less than 2 hours2 hours to less than 4 hours4 hours or moreBase: Got the ne

11、ws on smart speaker in the last weekLess than 30 minutes30 minutes to less than one hourHow often do you listen to podcasts?6%4%10%13%16%22%10%12%21%19%37%30%First AdoptersEarly MainstreamSeveral times per dayNeverNearly every dayAt least once per weekLess than once per monthAt least once per month4

12、0%26%60%74%First AdoptersEarly MainstreamStart the podcast on another device and connect it to play on the smart speakerPlay the podcast directly through the smart speakerWhen you listen to podcasts through a mobile device on a smart speaker, how do you listen most often?Base: Listened to a podcast

13、on a smart speaker in the past weekActivities & Usage8351509089818585666961655848Play musicGet the weatherAnswer a general questionSet a timer/alarmCheck the timeGet the newsTell a jokeFirst AdoptersEarly MainstreamIn the past week, have you requested your smart speaker to?% saying yesPage 1/3413533

14、2429232747373936353736Listen to an AM/FM radio stationGet a sports score or updateReceive remindersGet the trafficCheck or add something to your calendarLook up recipes/cooking requestsFind restaurants or businesses in your areaFirst AdoptersEarly MainstreamIn the past week, have you requested your

15、smart speaker to?% saying yesPage 2/33726282224203033323430282525Control household devicesAdd an item to your shopping listAdd an item to your to-do listMake a phone call (to mobile or landlines)Connect with other Smart Speakers in homePlay a podcastPlay a game (Such as Jeopardy, Trivia)First Adopte

16、rsEarly MainstreamIn the past week, have you requested your smart speaker to?% saying yesPage 3/3248101352Control home lighting, thermostat or appliances using smart speakerControl home security (control or monitor your householddoor locks, security systems)Control outside lighting, sprinklers, or o

17、ther outdoor equipment using smart speakerFirst Adopters Early Mainstream% using smart speaker toBase: Gave a responseFirst adopters demonstrate more advanced smart speaker use controlling home security and other household devices.Early mainstream users are relying on their smart speakers for a wide

18、r range of daily activities ordering food, making calls, getting traffic reports, researching products and shopping.-4Set a timer/alarm-4Check the time-9Receive reminders-9Add an item to your to-do list-10Listen to an AM/FM radio station-10Get the news-13Check or add something to calendar149311-2-3W

19、eekly tasks indexed to total smart speaker owners (First Adopters)Connect with Smart Speakers (outside home)Control household devicesGet the weatherAnswer a general questionTell a jokePlay music Play a game141111108777666555Weekly tasks indexed to total smart speaker owners (Early Mainstream)Order f

20、oodGet the trafficLook up recipes/other cooking requestsMake a phone call (to mobile or landlines)Play a podcastPlay NPRFind restaurants or businesses in areaGet a sports score or update Add an item to your shopping listRead short storiesOrder an itemConnect with Smart Speakers (in home)Play an audi

21、obookCheck or add something to your calendarTop three indexing activities by daypart:5pm 9pmOrder foodPlay gameFind restaurant or business9am 5pmOrder ItemListen to AM/FM stationAdd to shopping list5am 9am#1Traffic#2Weather#3News9pm MidnightControl devicesRead short storiesPlay audiobookBase: Own a

22、smart speaker635454706562First AdoptersEarly Mainstream% agreeing with statements about smart speakers% agreeingYou dont know enough about your smart speaker to use all of its featuresYou are listening to more audio since you got your smart speakerThe smart speaker has made it easier to entertain th

23、e children in your householdBase: Have children in householdChildren & FamiliesHow often do you use the smart speaker with others in your household?Base: Multiple people in householdMost of the time 47%Occasionally 43%Rarely 8%Never 2%Yes 73%Do your children ever use the smart speaker in your home?B

24、ase: Have children in householdNo 27%25%of smart speaker owners with children in their households say their kids use the speaker to help with homeworkBase: Children in home use smart speakerPlay music55Answer question44Tell a joke40Play a game28Help with homework25Set timer or alarm25Control lights/

25、electronics14Connect with people in home10Read short stories/audiobooks1095Connect with people outside homePlay podcastsHave your children ever requested your smart speaker to?% saying yesBase: Children in home use smart speakerSmart Speaker Owners: Children in Household3645First AdoptersEarly Mains

26、tream% with children in household24174341First AdoptersEarly Mainstream% agreeing with statements about smart speakers% agreeingBase: Have children in householdYou or your family members talk to your smart speaker during meal timeYou purchased your smart speaker to reduce screen timeChanging Behavio

27、rs & Attitudes525544615456First AdoptersEarly Mainstream% agreeing with statements about smart speakers% agreeingYou wouldnt want to go back to life without your smart speakerYou have encouraged your friends to get a smart speakerSince getting a smart speaker, you are using the voice-operated assist

28、ant on your smartphone moreBase: Have smartphone7182First AdoptersEarly MainstreamDo you ever use the voice-operated personal assistant on your smartphone?% saying yesBase: Own a smartphone2238First AdoptersEarly Mainstream% who purchased smart speaker hoping to reduce screen time:2333First Adopters

29、Early Mainstream% who spend less time with other technology since getting a smart speaker:Is the time you spend using your smart speaker replacing any time you used to spend with?4026242422182045383630322915Traditional AM/FM radioSmartphoneComputerTabletPrinted publicationsTelevisionSonos or other s

30、ound systemFirst AdoptersEarly MainstreamPurchasing & Advertising Attitudes2623222537161717Researched an item you might want to purchaseFirst AdoptersEarly MainstreamThrough your smart speaker, have you?% saying yesAdded an item to your cart so you could review it later for purchaseRe-ordered an item you