More than 1.7 million users of smart speakers in France
This new piece of equipment has found a place in the daily lives of French people, becoming the new personal assistant of more than 1.7 million users.
Making it possible to listen to music, get practical information or news in real time, make purchases on the Internet and even control home automation equipment remotely, smart speakers offer a wide range of services and are attracting more and more French people. This trend should be confirmed after the Christmas holiday season.
But who are the users of smart speakers and how do they use their new equipment? The answers are in the new Médiamétrie study devoted to this subject.
A younger yser than the average Internet user user
With an average age of 39 years, users of smart speakers are younger than the average Internet user. They belong to higher socio-professional categories and live in a household of at least 3 people.
What do smart speakers do ?
Users of smart speakers primarily “ask” their equipment to listen to music, use No. 1. Audio uses in the broadest sense - music, radio/webradio and podcasts – are generally very popular with a large majority of users.
Then comes practical information, with questions about the weather, and in 3rd position is a media use: listening to live radio. Online searches are in 4th place. However, the use of smart speakers for shopping or ordering a taxi or a pizza on the Internet is still not very widespread.
Is this a new space of expression for brands ?
It should be noted that, for the brands on the net, nearly half of users of voice-controlled speakers systematically specify the source of the information they are looking for (name of the website, newspaper/radio station/TV channel, etc.). So the brand seems to play an important role.
In order to benefit from customised content and services, a large number of users of voice-controlled speakers would be willing to share personal data such as their tastes or geolocation. Some of them would even be willing to provide sensitive data, such as their personal or banking details for example.
Smart speakers seem to have a large potential of development based on recommendation since users have a satisfaction rate of over 70%.
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