New consumer panel to track smart speakers in the US

Kantar Worldpanel, the global expert in shoppers’ behaviour, announces today the launch of a new consumer panel to measure purchasing and usage trends on the smart speakers’ market. The panel will deliver the latest industry insight on smart speakers initially in the US and then across Europe in 2019.

Kantar Worldpanel’s new consumer panel will help hardware manufacturers and service providers to maximise adoption of the technology and improve users’ experiences. The survey will provide them with a complete understanding on five core areas of interest: ownership, usage, services, reasons for using and intention to buy. The service has been developed in partnership with companies who operate in this space to ensure maximum relevance and actionability.

Using the same sample of 20,000 respondents in the US over time, the panel will allow monitoring of purchase trends, loyalty and switching. The panel will provide a comprehensive understanding of smart speakers in the context of the entire technology ecosystem, since respondents also supply in-depth information about other consumer electronics and telecoms services.

The first dataset for the US market will be delivered in November 2018.

Paul Moore, Kantar Worldpanel ComTech Global Director, comments: “Our new Smart Speaker continuous survey will help hardware manufacturers and service providers to precisely target new buyers as well as to adapt and grow their offer to create a relevant consumer experience. The insight we provide is deep enough to understand the many uses people make of the technology and why they buy, leading to recommendations on what actions can be taken to grow in this developing space.”

Josep Montserrat, Global CEO Kantar Worldpanel, adds: “The smart speaker panel is our latest development to provide a 360º view of how people use technology to interact with content, services and brands. This is part of our commitment to innovation which will help our clients anticipate opportunities to grow in the future.”

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