Kantar Data Reveals Behavior Patterns Of Amazon, Google Smart Speaker Owners

Voice search and purchases have been linked to smart speakers, but new data from Kantar Worldpanel analyzes how those who own either an Amazon Echo or a Google Home device use the smart speaker and how their behavior has changed since their purchase.

Owners of Google Home are more likely to order items such as takeout food and groceries. In fact, 15.6% of Google Home owners order takeout food, compared with just 6.2% of Amazon Echo owners. Similarly, 12.6% of Google Home owners order groceries, compared with just 4.6% of Amazon Echo owners.

Overall, Google Home owners do more things with their smart speaker. Some 58.4% of Google owners check the weather, compared with 53.7% of Amazon owners. Some 52.8% on Google ask general knowledge questions compared with 40.8% on Amazon, and 50.8% on Google check the news, compared with 37.9% on Amazon.

To understand the behavioral changes, Kantar analysts considered how the devices are being used. Owners of either device stream music, check the weather forecast, ask general questions, check the news. They also set alarms or timers and use their smart speaker to control other devices in the home.

Owners also typically own Bluetooth wireless speakers; have smart heating, lighting and security system in their home; and own a TV steaming device. Again, the percentage points are a bit higher for those who own a Google Home, rather than an Amazon Echo device.

The most interesting part of the study results is the change in behavior post-purchase of either a Google Home or Amazon Echo. Google users have made the most changes.

For those who own a Google Home, 31.4% listen to more music than before, 16.2% switched from free to paid music streaming service, 14% ensure that new electronic devices are compatible, 13.5 use a table or smartphone less, 15.8% use a laptop or PC less, and 4.5% shop more with retailers through a virtual assistant.

For those who own an Amazon Echo, 27.3% listen to more music than before, 12.2% switched from free to paid music streaming service, 11.5% ensure that new electronic devices are compatible, 10.2% use a table or smartphone less, 8.2% use a laptop or PC less, and 2.3% shop more with retailers through a virtual assistant.

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