That’s according to details in a research report prepared by NPR and Edison Research. More than half the people surveyed say they use the device to make purchases. Fifty-seven percent of smart-speaker owners have ordered an item through their device. Households with children are even more likely to have purchased through the device.
Of those who ordered an item through their smart speaker:
- 65% said they added a product to their shopping cart to review later
- 58% bought something they previously had not purchased
- 49% reordered an item they had bought before
- 24% spent $100-$199 on a single purchase, and 30% spent $50-$99 on a single purchase.
This second round of data from the Smart Audio Report will be featured and presented during
a series of Advertising Week New York 2017 events this week, including IAB Dialogues (9/25-28) and the Smart Audio Report Part 2 Workshop (9/28).
The Smart Audio Report from NPR and Edison Research debuted in June 2017. The next round of data from this reoccurring study will be available in early 2018. The Smart Audio Report is based on a national online survey of 1,620 Americans ages 18+.
- 800 respondents indicated that they owned at least one smart speaker (160 Google Home, 709 Amazon Alexa-enabled, and 69 who owned both)
- 820 respondents did not own a smart speaker device and were surveyed for comparative purposes.
The device owner data was weighted to nationally representative figures on smart-speaker users from The Infinite Dial 2017 from Edison Research and Triton Digital.
Check out part two of the report HERE.
