Are smart speakers limited as a shopping tool?
Through a special arrangement, presented here for discussion is a summary of a current article from MarketingCharts, which provides up-to-the-minute data and research to marketers.
New research from comScore shows that shopping-related activities with smart speakers remain fairly limited, though one in six households with Amazon Echo are using them to find local businesses.
For the time being, the most common use cases for smart speakers among households owning these devices are general questions (60 percent), weather (57 percent) and streaming music (54 percent).
By comparison, the (still-limited) shopping-related functionalities are far less mainstream:
- Some 16 percent are using smart speakers to find local businesses;
- About one in 10 (11 percent) are using them to order products; and
- Roughly one in 12 (8 percent) are using them to order food and services.
The comScore data shows that Amazon Echo is almost synonymous with smart speakers, accounting for nine in every 10 currently found in households. Eight percent of U.S. connected homes have a smart speaker — suggesting that Amazon Echo penetration stands at around seven percent of U.S. connected homes (using the rounded market share data above). ComScore said the less-expensive Dot has accelerated adoption.
Smart speakers are active 23 days per month, on average. Homes with smart speakers have an average of 12.8 internet-connected devices, 40 percent more than the average home of 8.5 connected devices.
The data also found that smart speakers may be a gateway purchase to smarter homes. Households that owned an Echo Dot were 3.1 times more likely to own a connected-thermostat, five times more likely to own a connected audio system and 6.4 times more likely to have a connected light system. Over-indexing to a smaller degree for Echo Dot households was ownership of a smart TV, 1.3; streaming box/stick, 1.5; and smartwatch, 2.3.
- Amazon Echo & Commerce: 1 in 10 Using Their smart speakers to Order Products – MarketingCharts
- State of the U.S. Online Retail Economy in Q1 2017 – comScore
DISCUSSION QUESTIONS: What role do you see smart speakers playing in driving purchases and in contributing to the overall shopping experience? Will the adoption of connected home tech lead to greater influences on shopping?