The Majority Of Amazon And Google Smart Speaker Owners Will Buy Another
And they'll stick with the same brand when they do.
Over two-thirds of consumers who currently own an Amazon Echo or Google Home plan to buy another device in the next six months — and 75 percent of Amazon Echo owners and 69 percent of Google Home owners will purchase the same brand again, according to new research from Strategy Analytics.
This degree of loyalty may suggest that consumers are highly satisfied with the voice-activated devices they’ve chosen — or it could be simply a “recognition that the technical platforms are different and that switching would involve unwanted complexity,” the report states. But in either case, these findings indicate substantial consumer loyalty to one brand alone.
These findings provide two important takeaways for marketers: First, that the first device a consumer purchases and brings into their home is highly likely to set up a long term relationship that won’t be easily penetrated — something that’s key for Apple, Amazon, Google, Microsoft, and any other upstarts to keep in mind.
And, more importantly, marketers need to gain a deeper understanding of which consumers are flocking to which platforms — and how they can reach them.
Think about it: If there are “Amazon Alexa” households that rely only on Amazon devices versus Google Home households, marketers need to understand who these consumers are — and if there are any notable patterns, demographic or otherwise, in terms of which people are choosing which devices at the outset.
If, for example, a greater number of Millennial parents are proven to have purchased an Amazon Echo, it might make more sense for a company like Pampers to build out an Alexa skill first, rather than a Google Home skill. Essentially, as voice-activated smart speakers continue to proliferate, marketers need to improve their use of them as a conversational tool — and that starts with understanding who is loyal to which devices and when they use them.
In any case, it does pay for marketers to focus their attentions on commuting with consumers via the “big four” platforms: “The early runners in the fast-growing smart speaker market look set to dominate for some time,” said David Mercer, author of the report. “High customer satisfaction levels and the possibility of platform ‘lock-in’ will make it challenging for competitor platforms to carve out significant market share in the near term.”