千禧世代推動美國智慧音箱銷售的增長

  • 流覽次數:: 64
  • 分類: 產業區
  • 分享次數:
  • 作者: 音樂地圖
  • 千禧世代推動美國智慧音箱銷售的增長

      201909/2502:11

    ◎Westwood One分享了最近關於智能音箱使用和新見解,包括來自Edison Research Share of Ear分析的2019年第二季數據,擁有率沒有放緩跡象,今年第二季有30%的美國人擁有智慧音箱,繼2019年第一季的27%,和2018年的21%後,持續穩步上升。
    ◎智慧音箱家庭也變得更加多樣化。分析2019年和2018年第二季數據後發現,西班牙裔美國人和非洲裔美國人在千禧一代中的擁有率增幅最大。其中,非裔美國人增幅最大,擁有率從11.7%增為20.2%;西班牙裔擁有率從12%增加到19.6%。
    ◎隨著智慧音箱所有率增加,營銷人員和廣告商報告指出,語音技術的使用也增加。廣告商Perceptions最近的調查指出,已使用智慧音箱應用的比率,從2018年1月的18%增加到2019年3月的36%,懷疑論者正在減少。2018年1月調查發現,31%的受訪者沒有使用語音技術,但這一比率在2019年3月降至15%。

    詳細內文:

    Westwood One shared some recent insights about smart speaker use and ownership, including some Q2 2019 data from the Edison Research Share of Ear analysis. Rates of ownership show no signs of slowing, with 30% of Americans now owning a smart speaker in the second quarter of this year. The trajectory continues steadily upward, following 27% ownership reported in Q1 2019 and 21% in the post-holiday season of 2018.
    Smart speaker households are also becoming more diverse. A comparison of Share of Ear data from the second quarters of 2019 and 2018 revealed that Hispanics and African Americans generated the largest spikes in ownership among millennials. African Americans in that age group posted the biggest jump, from 11.7% ownership to 20.2% ownership. For millennial Hispanics, the rate increased from 12% to 19.6%.
    Marketers and advertisers are reporting an increase in use of voice technologies as smart speaker ownership grows. In a recent survey produced by Advertiser Perceptions, the rate of these experts already using applications of smart speakers grew from 18% in January 2018 to 36% in March 2019. Skeptics are dwindling. The January 2018 survey found that 31% of respondents had not discussed using smart speaker skills in their campaigns, but that rate dropped to 15% in March 2019.

     

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