NEWS6 November 2018

Kantar Worldpanel launches smart speaker survey

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US – Consumer and retail research company Kantar Worldpanel has begun tracking consumers’ purchasing and usage of smart speakers.

Smart speaker Alexa type device voice_crop

Developed in partnership with hardware manufacturers and service providers who operate in the smart speaker market, the new panel of 20,000 respondents will focus on ownership, usage, services, reasons for use and intention to buy.

The continuous survey has initially launched in the US, with plans to extend it across Europe in 2019. The first data set for the US will be delivered this month.

Over time, the panel will monitor purchase trends, loyalty and switching and provide insight on the role of smart speakers in the context of consumers’ other electronics and telecoms services.

Paul Moore, global director of Kantar Worldpanel ComTech, said: "Our new smart speaker continuous survey will help hardware manufacturers and service providers to precisely target new buyers as well as to adapt and grow their offer to create a relevant consumer experience."