,Smart Speakers: Total MarketConsumer Purchase Habits,2017 Report,303,486 1187,Hispanics,235 231,Males,Asian-,XX Research,Total,1,187Total2,BaseSizesHispanics,Regional Coverage NationalScreening Criteria 18-64 years of age,Survey Method Online via XX ResearchsOmnibus StudyField Timing August, 2017,Methodology,What is it?,XX Voice is a market researchstudy conducted by XX Researchthat looks at ownership and considerationof smart speaker products amongAmerican consumers. The study examinesthe total market as a whole and by keyrace/ethnic segments.,229Non-HispanicWhites,African-Americans,251 241FemalesAmericans,3,Who We Are,An authority on creatingand managing researchproducts that help clientsgather insights aboutrapidly changing consumersegments.,Conduct online, in-personand telephone research.,Research experiencespecifically in the Hispanic,African American, Asian andTotal markets.Experience in hard-to reach,demographic sub-groups.,Only full-service marketresearch company thatowns & operates an in-house Hispanic panel.Servicing Fortune 500,clients, ad agencies, non-profits and other marketresearch companies.,4,Our ServicesQUANTITATIVE,QUALITATIVEMIXED MODE,ONLINE MARKETRESEARCH,COMMUNITIES,CONCEPT ANDCOPY TESTING,ADVERTISINGEFFECTIVENESS,ONLINE PANELBUILDING,WEBSITEUSABILITYSTUDIES,OMNIBUSSURVEYS,ATTITUDES &USAGE,BRANDTRACKING,PRODUCTTESTING,ONLINE &OFFLINEQUALITATIVE,ONLINEPANEL,INTERCEPTS,PHONE,infoXXresearch,818-843-0220XXresearch,Research Results,6,Amazon Alexa,Google Home,Other voice-controlled product,None of theseproducts,Do you or someone in your home own any of the following voice-controlled products?Base: Total (n=1187),Amazon Alexa is the top smart speaker product among the Total Market.Roughly 30% of households have any type of smart speaker product.Smart Speaker Product Ownership(Per Household)68%Any: 32%21%14%4%,20%,24%,4%,16%,11%,2%,Amazon Alexa,Google Home,Other voice-controlled,product,None,18-34 (C),35-64 (D)Letters indicate statistically significant difference (95% confidence)7,Do you or someone in your home own any of the following voice-controlled products?Base: 18-34 (n=642), 35-64 (n=545),Smart speakers are most popular among younger consumers.18-34 year-olds are twice as likely to own a Google Home compared to 35-64 year-olds.Smart Speaker Ownership by Age Group(Per Household)C76%58%D,8,18%,3%,68%,11%,21%,3%,71%,18%,21%,5%,65%,15%,23%,6%,64%,Google Home,Amazon Alexa,Other voice-controlled product,None of these,Hispanics (A),Whites (B),African-Americans (C),Asians (D),Letters indicate statistically significant difference (95% confidence),Do you or someone in your home own any of the following voice-controlled products?Base: Hispanics (n=486) Whites (n=229), African-Americans (n=231), Asians (n=241),B17%,African-Americans and Asians are the most likely to own a smart speaker.White consumers are the least likely to have Google Home in their household.Smart Speaker Ownership by Race/Ethnicity(Per Household),9,Do you plan on buying any voice-controlled products like Google Home or Amazon Alexa during this holiday season?Base: Total (n=1187) Males (n=572), Females (n=615), 18-34 (n=642), 35-64 (n=545),Letters indicate statistically significant difference (95% confidence),28%,27%,28%,25%,30%,51%Total Market,46%Males (A),57%Females (B),48%18-34 (C),53%35-64 (D),Yes,No,Maybe/Not sureA,About 2-in-10 are likely to buy a smart speaker for the holidays; 3-in-10 “may.”Interest is highest overall for males and 18-34 year-olds.Plan To Purchase Smart Speaker for Holidays,49%21%,54%C27%,43%15%,52%D27%,47%18%,Yes/Maybe/Not Sure ,10,29%,26%,29%,38%,45%Hispanics (A),55%Whites (B),48%African-Americans (C),41%Asians (D),Yes,Maybe/Not sure,No,Letters indicate statistically significant difference (95% confidence),Do you plan on buying any voice-controlled products like Google Home or Amazon Alexa during this holiday season?Base: Hispanics (n=486) Whites (n=229), African-Americans (n=231), Asians (n=241),Multicultural groups expressed more interest in smart speakers compared to Whiteconsumers.Plan To Purchase Smart Speaker for Holidays by Race/Ethnicity,Yes/Maybe/Not Sure ,45%19%,52%23%,59%21%,55%B26%,ABC,AD,Demographics,Gender,Males, 51%,Females,49%,Hispanics,Males, 50%,Females,50%,Whites,Males, 48%,Females,52%,African-American,Males, 47%,Females,53%,Asian,Base Size: Hispanics n=509, Whites n=257, African-American n=255, Asian n=26612,Age,18-34,46%,35-64, 54%,Hispanics,18-34,34%,35-64,66%,Whites,18-34, 41%,35-64,59%,African-American,18-34, 39%,35-64, 61%,Asian,37,42,39,39,Hispanics,Whites,African-American,Asian,Mean Age,Base Size: Hispanics n=509, Whites n=257, African-American n=255, Asian n=26613,Other,67%,67%,63%,69%,Employed,Hispanics,Whites,African-American,Asian,38%,41%,25%,65%,College Graduate or More,Hispanics,Whites,African-American,Asian,$46K,$67K,$38K,$78K,Median Household Income,Hispanics,Whites,African-American,Asian,Base Size: Hispanics n=509, Whites n=257, African-American n=255, Asian n=26614,15,Bilingual,34%,English-Dominant,33%,Home Language UseSpanish-Dominant,33%,Demographic Profile, Hispanicsn=509,Bicultural,51%,MoreAcculturated, 30%,Acculturation LevelLessAcculturated, 19%,Mexican orMexicanAmerican,64%Puerto Rican,11%,SouthAmerican,11%,CentralAmerican,6%,Country or OriginDominican,3%Cuban, 6%,