Médiamétrie launches a study on “smart speakers”

Communiqué de presse
Médiamétrie is launching a study on smart speakers among Internet users. What do they think of them? Do they own them or intend to buy them? How do they or how will they use them? What are their expectations of smart speakers?

The results will be published at the start of December, accompanied by a focus on Christmas Buys reflecting intentions to purchase this gadget as a Christmas present or to order one for the holiday season.

A smart speaker is a wireless speaker with a built-in artificially intelligent voice assistant – Google Assistant, Siri, Alexa, etc. – that the user can interact with vocally.

They emerged in Europe in 2015, and today offer a multitude of services: they can be used to switch on lights, listen to music, check the weather, make online purchases, and so on.

 

This new study carried out by Médiamétrie has three main goals:

to study consumers’ awareness and perceptions of smart speakers, by investigating their knowledge and understanding of these tools, as well as what drives them to buy one, or holds them back from buying one
to measure how prevalent these devices are and how widely they are used, and find out about users’ motivations and experience
to build a profile for the first people to adopt this technology and investigate their media habits.

 

The results, which will be published at the start of December, will include a focus on Christmas Buys that will analyse people’s intentions to buy a smart speaker as a Christmas present or order one for the holidays.

 

The study will allow brands and the media to gain a better understanding of the added value of this novel equipment and its services for consumers and, as the case may be, to:

 

choose which applications or skills to develop
adapt existing content for Search Engine Optimisation
develop or sponsor audio content created for these speakers

 

“The smart speakers market is booming in France, driven by major international players such as Google, Amazon and long-standing brands in the audio market like Sony, JBL, Sonos and many more. Time-saving, ease of use, and compatibility with home automation products are some of the promises that might attract consumers.  This study will help us understand the emerging challenges for brands and their ecosystem that are associated with the development of smart speakers,” says Jamila Yahia-Messaoud, director of Médiamétrie’s Consumer Insights Department.

 

 

Please click on the icon to download the comprehensive press release.

Download

Confidence interval calculus

Taille de l'échantillon ou d'une cible dans l'échantillon

n =

Proportion observée dans l'échantillon ou sur une cible dans l'échantillon

p =

%

Attention : ne s'applique qu'à une proportion. Le Taux Moyen est une moyenne de proportions et la Part d'audience un rapport de proportions.
Cet outil est donné à titre indicatif. Il ne saurait pouvoir s'appliquer sans autres précautions à des fins professionnelles.

Test of significance of the differences between two proportions

Permet d'évaluer si la différence entre 2 proportions est significative au seuil de 95%

Proportion

Taille de l'échantillon

Échantillon 1

%

Échantillon 2

%

Attention : ne s'applique qu'à une proportion. Le Taux Moyen est une moyenne de proportions et la Part d'audience un rapport de proportions.
Cet outil est donné à titre indicatif. Il ne saurait pouvoir s'appliquer sans autres précautions à des fins professionnelles.

En complément