So @NPR has just published some research on smart speakers in the US, and it's a fascinating snapshot of how they're shaping a deeper relationship with audio.
(Audio publishers & marketers take note. Some great stuff in here.)
nationalpublicmedia.com/smart-audio-re…
(Audio publishers & marketers take note. Some great stuff in here.)
nationalpublicmedia.com/smart-audio-re…
1. Who owns smart speakers?
The over 45s, and women.
With my marketer's hat on, I find this super-interesting. It can be terribly hard to reach the 45+ audience via digital channels.
The over 45s, and women.
With my marketer's hat on, I find this super-interesting. It can be terribly hard to reach the 45+ audience via digital channels.
2. What do people use them for?
These are the 'top' tasks consumers use their smart speakers for. All of which replace basic smartphone tasks.
These are the 'top' tasks consumers use their smart speakers for. All of which replace basic smartphone tasks.
3. Smart home: I don't think so
You know all of that smart home (a phrase I can't help but suffix with 'lol') stuff people were meant to do via voice control? Turns out they don't use it.
You know all of that smart home (a phrase I can't help but suffix with 'lol') stuff people were meant to do via voice control? Turns out they don't use it.
4. Voice control & the screen detox
I'm very interested in this finding. A significant minority of smart speaker users bought them to spend less time with screens while still being able to benefit from technology.
I'm very interested in this finding. A significant minority of smart speaker users bought them to spend less time with screens while still being able to benefit from technology.
5. More voice time = less screen-time
Look at all how much attention audio (consumed via smart speakers) is taking away from screen-based media here. Could this be the beginning of a bigger shift?
Look at all how much attention audio (consumed via smart speakers) is taking away from screen-based media here. Could this be the beginning of a bigger shift?
6. Why is this happening?
There are lots of good reasons, but I have one pet theory as to why smart speakers are very popular among over 40 consumers to:-
👂Consume media
📱Reduce screen use
Long-sightedness tends to kick in around that time.
nhs.uk/conditions/lon…
There are lots of good reasons, but I have one pet theory as to why smart speakers are very popular among over 40 consumers to:-
👂Consume media
📱Reduce screen use
Long-sightedness tends to kick in around that time.
nhs.uk/conditions/lon…
7. Are people really using smart speakers to buy stuff?
It appears so, yes. Nearly three quarters of early mainstream have bought at least one product via smart speaker. I was really surprised by this.
It appears so, yes. Nearly three quarters of early mainstream have bought at least one product via smart speaker. I was really surprised by this.
8. But how do they want to *hear* about stuff?
Smart speaker owners love audio, many want to use screens less and will buy stuff via their smart speakers.
But they hate traditional adverts.
Smart speaker owners love audio, many want to use screens less and will buy stuff via their smart speakers.
But they hate traditional adverts.
9. New advertising doesn't need to look like old advertising
If brands want to monetise the attention consumers are giving to sound instead of screen, then the traditional ad spot may not be the best way to do it.
If brands want to monetise the attention consumers are giving to sound instead of screen, then the traditional ad spot may not be the best way to do it.
