音樂仍然是美國智慧音箱擁有者的首要要求,但......

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  • 音樂仍然是美國智慧音箱擁有者的首要要求,但......

      201907/2405:53

    ◎NPR和Edison Research發布了他們最新的智慧音頻報告,探討美國智慧音箱用戶如何使用這些裝置。它包含了一個新的數字:「18歲以上的美國人中有21%擁有智慧音箱、約5300萬人。根據NPR和Edison Research計算,這意味著有1400萬美國人在2018年獲得了他們的第一個智慧音箱。

    ◎這與其他估算相比如何?據eMarketer在去年12月預測,到2019年將有7420萬美國人使用智慧音箱,比2018年增長15%(當年約為6300萬)。從NPR / Edison report報告中可以獲得更多的統計數據。2018年12月,22%的人擁有兩台智慧音箱,30%的人擁有三台,分別比去年同期增長21%和17%。報告顯示,到2018年底,美國家庭中會有1.185億個智慧音箱。

    ◎在音樂方面有一些好消息和壞消息。根據新報告,播放音樂仍然是每周智慧音箱首選(佔77%),超越詢問天氣(75%)、提出一般性問題(74%)、設置定時器或鬧鐘或檢查時間(均為53%);與此同時,37%的人每週都使用智慧音箱收聽AM / FM電台。至於壞消息是,聽音樂的百分比似乎大幅下降,55%的人表示,自從獲得智慧音箱以來,他們收聽了更多音頻,但音樂聆聽的部分明顯下降值得多加關注。

    詳細全文:

    NPR and Edison Research have published their latest 'Smart Audio Report'exploring how American owners of smart speakers are using these devices. It includes a new figure for that ownership: "21% of Americans 18+ own a smart speaker, or around 53 million people," explains the report. That means 14 million Americans got their first smart speaker in 2018, according to NPR and Edison's calculations.

    How does this compare to other estimates? eMarketer predicted in December that 74.2 million Americans would use a smart speaker in 2019, up 15% on 2018 (thus: around 63 million that year) – although we're wary of comparing figures on 'ownership' and 'usage' too directly. Meanwhile, Consumer Intelligence Research Partners (CIRP) claimed in February that there were 66m smart speakers in use in the US at the end of 2018 – but that's units not owners (or users).

    Anyway, there are more stats to digest from the NPR/Edison report, including an increase in multiple-speaker ownership. In December 2018, 22% of owners had two of these devices and 30% three – up from 21% and 17% respectively a year before. The report suggests that there were 118.5m smart speakers in US households at the end of 2018 – see how much larger that figure is than CIRP's estimate above though, showing how much researchers can disagree over this particular market.

    There's some good and bad news when it comes to music. According to the new report, playing music still tops the list of weekly smart-speaker requests: 77% of owners are doing it, ahead of weather (75%); asking general questions (74%); and setting timers or alarms, or checking the time (both 53%). Meanwhile, 37% of owners are using their smart speakers to listen to AM/FM radio on a weekly basis.

    The bad news? The music percentage appears to have fallen fairly sharply: in the corresponding report a year ago, when the data was presented slightly differently – dividing people into 'first adopters' and 'early mainstream' owners – 90% of the former and 89% of the latter reported playing music on their smart speaker in the last week. Still, 55% of owners say they're listening to more audio since getting a smart speaker. But that apparent fall in music-listening deserves more attention.

     

    Musically

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