Consumers to Buy Smart Speakers to Control Smart Home Devices

BY Rachel Cagle
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Parks Associates research finds 28% of U.S. broadband households with a smart speaker with voice assistant use the device to control a smart home device, compared to only 12% that use the device to control an entertainment device. The research firm analyzes the trends in smart home, connected entertainment, and consumer-​based IoT in State of the Market: Smart Home and Connected Entertainment, available for download on the Parks Associates site.

"The entertainment ecosystem is lagging a bit in the voice control area, even though 45% of U.S. broadband households see voice control of the TV as appealing," said Jennifer Kent, Director, Research Quality & Product Development, Parks Associates. "Voice-​based technologies experienced massive growth in the past five years, by alleviating complexity in the user experience and delivering key use cases in control of smart home devices. As consumers see these voice solutions operate their smart lights and thermostats, their interests extend to their entertainment services, creating opportunities for players that can bring a quality voice-​based solution to this ecosystem."

According to AudienceSCAN, 72.5% of Voice-​Activated Smart Speaker Users already own a Smart TV/​Streaming and 12.8% plan to buy a smart TV device within the next 12 months. When it comes to advertising attitudes, this consumer group is 36% more likely than other adults to find social media marketing useful and 69% more likely to find advertising on their mobile apps useful. These consumers are active on Facebook (84.8%), YouTube (66%), Twitter (51.5%) and Instagram (50%), and 48% own iPhones while 47.4% have Android smartphones.

State of the Market: Smart Home and Connected Entertainment addresses multiple topics in the smart home and connected entertainment industries:

  • Impact of DIY security on traditional security
  • Consumer interest in home energy management
  • Connected health and independent living adoption
  • OTT and the next-​generation viewer
  • Connected CE ownership

Additional research from this document includes:

  • More than 45% of U.S. broadband households own a connected health device.
  • 20% of U.S. broadband households are very interested in home living service to notify family in case of emergency.
  • More than six million U.S. consumers will use PERS devices by 2021.
  • 40% of U.S. broadband households would pay for at least one home-​living service for themselves.

Voice-​Activated Smart Speaker Users can have both smart speakers and smart home devices promoted to them in a number of ways. According to AudienceSCAN, 53.9% of this audience took action after either receiving a text ad or seeing a advertisement on their mobile apps and 59.1% were driven to action by email advertisements. They're also 32% more likely than other adults to click on text link ads on websites. Also within the last year, TV commercials motivated 70.8% of this audience to take action and direct mail ads/​coupons inspired 65.8% to action.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.