SMART SPEAKER REPORT 2023

Smart speakers such as Amazon Alexa and Google Nest have the potential to change consumers’ habits and searching and information behavior. As a result, they also have an influence on media use, the reach of advertising, and purchasing decisions. The second NIM project to study the use of smart speakers, this time in three countries, recently examined how significant this influence is and where there might also be potential for improvement and development.

The survey began in December 2022, with the study looking at three countries this time: Germany as well as the U.S. and the UK, where the technology has been available for a few years longer. More than 1,000 active users of smart speakers were surveyed in each of the countries. The objective was to get acquainted with users’ experiences, assessments and desires and thus gain an understanding of the influences on their use of media and their decision-making behavior as well as development potential for smart speakers and voice assistants.