New consumer panel to track smart speakers in Australia

Kantar, one of the world’s leading data, insight and consultancy companies, announces the expansion of Worldpanel ComTech’s smart speaker consumer panel to measure purchasing and usage trends in the Australian market. Available in the US for a year now, this panel delivers the latest industry insight on smart speakers. The first dataset from Australia is now available, with European rollout also planned for later in 2019.

This smart speaker consumer panel helps hardware manufacturers and service providers to better understand consumers’ purchase drivers and to improve users’ experiences. The survey provides them with a complete understanding on reason to buy, usage, brand loyalty, satisfaction levels, purchase influencers, barriers, etc.

Using the same sample of 10,000 panellists in Australia, the panel allows monitoring purchase trends, loyalty and switching and the impact of purchase on behaviour change such as music listening and smartphone usage. It provides a comprehensive understanding of smart speakers in the context of the smart ecosystem, since respondents also supply information about other smart devices.

Paul Moore, ComTech Global Director at Worldpanel Division, Kantar, comments: “Our smart speaker continuous consumer survey helps our clients to precisely target new buyers as well as to evolve their offer to create a memorable consumer experience. We provide deep insights that make it possible for us to advise brands on what actions can be taken to grow both the category and share.”  

Nic Lewisohn, Global Managing Director at Worldpanel Division, Kantar, adds: “The expansion of the Australian panel is part of our goal to provide brands with a global 360º view of how consumers use technology to interact with content, services and brands. We are committed to innovation to help our clients anticipate opportunities to grow in the future.”

Besides smart speakers, Worldpanel ComTech also provides insights and analysis for smartphones, laptops, tablets, wearables, TVs and home appliances through panels that span across US, Europe, Asia and Latin America. Worldpanel ComTech is the reference guide for manufacturers, carriers and industry experts.