More Indians Embracing Smart Speakers, Yet Usage Dips Over Time, According to CMR
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Gurugram/New Delhi, June 21, 2019: As per a new study by CyberMedia Research’s CX Practice, while smart speaker adoption in India is on the rise, the smart speaker usage dips post a month. The survey of 1000 adult smart speaker owners, across top four Indian metros, was conducted in April-May 2019.
The CMR Survey reports that around 56% of people use their device daily. On the other hand, there is an interesting cohort of 18% who have almost rarely used their smart speaker, if ever, and likely to have received it as gifts.
Of those who use smart speakers daily, 30% indicated using the smart speakers several times a day. More interestingly, the survey results indicate that after a month of getting a smart speaker at home, 40% used smart speakers more often, while, almost 38% lost charm, and used it less.
Commenting on the survey findings, Prabhu Ram, Head-Industry Intelligence Group (IIG), CMR said, “What the survey findings tells us is that there are two cohorts of users: keen adopters and some laggards. The keen tech adopters, are, by nature, curious and have embraced smart speakers as part of their daily lives. They use it across locations – from living rooms to kitchen. In sharp contrast, the laggards are yet to discover new use cases, beyond playing music and other routine tasks.”
87% of those surveyed indicated using their smart speakers in their living room. 57% indicated bedroom, while a small subset of around 12% used smart speakers in their kitchen.
The top three use cases for smart speakers include playing music (94%), entertaining children (74%), and seeking news and information (71%).
According to Satya Mohanty, Head-User Research Practice, “The survey results posit that smart speaker usage remains a fad, with adoption driven mostly by buyers who bought it out of curiosity, or got it as a gift. We are far away from leveraging smart speakers to realize the vision of a truly connected home in India.”
A majority of those surveyed had not made a purchase using a smart speaker, with close to 40% indicating lack of awareness on how to make purchases on their device, and found it too complicated (18%).
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CyberMedia Research conducts the Budget Smartphones Channel Audit to capture the perspectives, preferences, challenges and dislikes of retailers around ‘value for money’ (INR <10,000) smartphone brands, capturing a compelling picture of smartphone brands in the market.
CMR offers industry intelligence, consulting and marketing services, including but not limited to market tracking, market sizing, stakeholder satisfaction, analytics and opportunity assessment studies.
Its bouquet of consulting services includes incubation advisory, go-to-market services, market mapping and scenario assessment services. CMR is servicing domestic as well as international clientele in India and few global destinations. The clientele serviced represents SMBs, Large Enterprises, Associations and Government. CMR’s core value proposition encompasses a rich portfolio of syndicated reports and custom research capabilities across multiple industries, markets and geographies. For details on the survey findings, ping Satya Sundar Mohanty at smohanty@cmrindia.com, or call +919821690824.
A part of CyberMedia, South Asia’s largest specialty media and media services group, CyberMedia Research (CMR) has been a front-runner in market research, consulting and advisory services since 1986. CMR is an institutional member of Market Research Society of India (MRSI).
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