HOW THE SMART SPEAKER IS REVOLUTIONIZING THE HOME 2017 was predicted to be the year of the smart home, but consumers are taking their time adopting the new technology. While companies currently offer consumers the ability to optimize and control lighting, heating, energy consumption, electronic devices and security features, only an estimated 16.3% of Americans live in a smart home, though it is expected to increase to 35.6% by 2021. We polled over 450 respondents from our consumer panel to gauge their thoughts on how smart speakers are revolutionizing the home. 25% of respondents own a digital voice assistant device such as Google Home, Amazon Echo, etc. Apple is releasing their digital voice assistant device, HomePod, that will be controlled using Siri, in early 2018, for $349 According to Apple, the HomePod is a breakthrough speaker with amazing sound, spatial awareness, Siri intelligence, and smart home control. Would you consider purchasing the Apple HomePod? 27% SAY YES 50% of respondents with a household income of $225K+ would consider purchasing the Apple HomePod OF RESPONDENTS USUALLY PURCHASE NEW 50% TECHNOLOGY AFTER FRIENDS HAVE SUGGESTED IT 31% 19% Last of my First to have group to it, early purchase adopter How respondents rate themselves when it comes to technology: 17% Beginner 12% Novice 40% Intermediate 25% Advanced 6% Expert Do you think artificial intelligence will someday replace humans, in some capacity? IT'S ALREADY HAPPENING 42% YES 34% NO 24% Do you feel digital voice assistant devices will have an impact on society in the same way the Apple iPhone has? UNSURE 29% 76% of respondents ages 25-34 think that smart YES devices will have the same impact, 56% whereas 46% of respondents ages 65+ do not think they will have NO the same impact. 15% Reasons why some respondents don't plan to purchase a smart 67% of respondents who make $225K+ would not purchase because they do speaker: not like that the device is always listening. DON'T LIKE THAT DEVICE 60% NO NEED 6% DON'T KNOW ENOUGH 16% IS ALWAYS LISTENING HACKERS WILL WORRIED IT ALLOWS 5% 2% TOO EXPENSIVE MISUSE IT GOVERNMENT TO LISTEN 11% would consider purchasing a digital voice 19% assistant device in the next 6 months. How much consumers plan to spend on a smart speaker: 25% 55% 18% 2% LESS THAN $50 $50-$199 $200-$400 $400+ Which of these digital voice assistant devices do you own? 40AMAZON ECHO% 46GOOGLE HOME% MICROSOFT7% CORTANA 7% HAVE OTHER DEVICES How much did you Where did you spend on your purchase your digital voice digital voice assistant device? assistant device? 63% 29% SUPERSTORES (WALMART, TARGET, ETC.) 51% ECOMMERCE (AMAZON, APPLE, 21% ETC.) 14% 19% HOME ELECTRONIC (BEST BUY 2% HHGREGG, ETC.) < $50 $50- $200- $400+ $199 $399 Which of the following best aligns with your decision to purchase a digital voice assistant device? I like to have the I think it will make newest technology my life easier 11% 46% 38% 5% I like artificial I think it is a cool intelligence gadget What do you currently use your digital voice assistant device for? 2% 7% 10% 9% LIGHTING DIRECTIONS REMINDERS ONLINE SEARCHES 7% 7% 4% 7% MANAGE SHOPPING PURCHASE NEWS CALENDAR LISTS ITEMS 12% 15% 6% 2% SECURITY WEATHER MUSIC TRAFFIC CAMERAS How did you purchase your digital voice assistant device? 25% 16% 23% 36% GIFT MOBILE PHONE IN STORE ONLINE Is the quality of the speaker on your digital voice assistant device good enough to fulfill your needs? GETS JOB DONE 14% NO 6% 32% YES use 5-9 80% commands How important are each of the following? PERCENTAGE 75 60 ACCURACY OF VOICE RECOGNITION 45 SPEAKER/AUDIO QUALITY PRICE COMPATIBILITY TO 30 CURRENT DEVICES MUSIC STREAM ACCESS INTEGRATION 15 WITH OTHER SERVICES BRAND AESTETICS NO OPINION NOT IMPORTANT NOT TOO SOMEWHAT VERY AT ALL IMPORTANT IMPORTANT IMPORTANT Do you plan to use digital voice assistant devices to convert your house to a “smart home” in 2018? 48% 31% 21% YES NO UNSURE Do you plan to connect your digital voice assistant device to any of the following devices? 19% 11% 23% 13% 14% 16% There have been recent news reports cautioning that digital voice assistant devices are recording more information than users realize: Are you concerned? 54% YES 61% 49% 61% of men fear smart devices may invade privacy. Women aren't as concerned (49%). Which artificial intelligence do you prefer? 37% 5% 16% 43% MICROSOFT GOOGLE HOME APPLE'S SIRI PREFER AMAZON ALEXA CORTANA More men prefer Google Home's AI, whereas more women prefer Amazon's Alexa 42% To what degree do you agree with the following statement: 20% Since I got my digital voice 26% assistant device, I use my smartphone for fewer 12% activities STRONGLY AGREE DISAGREE STRONGLY AGREE SOMEWHAT DISAGREE of respondents believe their smart 25% device is replacing time spent using their SMARTPHONE. WHAT TYPE OF MOBILE PHONE DO YOU OWN? MICROSOFT IPHONE BLACKBERRY ANDROID < 1% 32% < 1% 59% 8% OT SUCH AS F ES, LG, KYOC PHONE, E 8% USE OTHER PHONES SUCH AS FLIP PHONES, LG, KYOCERA, TRACPHONE, ETC. SURVEY PARTICIPANTS DEMOGRAPHICS GENDER & AGE 18-24 25-34 35-44 17% 10% 19% 63% 37% FEMALE 20% 18% 15% 1% MALE PREFERRED NOT 45-54 55-64 65+ TO ANSWER EMPLOYMENT STATUS HOUSEHOLD INCOME EDUCATION 3% PREFERRED NOT TO ANSWER 9% PREFERRED NOT TO ANSWER 2% PREFERRED NOT TO ANSWER 47% FULL-TIME 22% < $30K 30% H.S./GED 16% PART-TIME 38% $30K-$74,999 16% ASSOCIATES UNEMPLOYED/ 19% $75K-$124,999 26% BACHELORS 13% LOOKING UNEMPLOYED/ 6% 10% $125K-$224,999 MASTERS NOT LOOKING 16% 15% RETIRED 2% $225K+ 3% PH.D/LAW/MED 7% OTHER <2% PREFERRED NOT TO SELF-IDENTIFY MARITAL STATUS 27% 59% 8% 3% SINGLE MARRIED SEPARATED/DIVORCED WIDOWED Contact Us: [email protected].