Smart speakers in the US: Special upcoming study measures digital customer experience

By | 2018-06-14T15:22:06+00:00 June 1st, 2018|

While the sudden hype for smart speakers may seem like just another tech craze, don’t be fooled. Data from Canalys reveals that a total of 33.2 million smart speakers were shipped worldwide in 2017 alone, and one study from Juniper Research predicts that smart speakers will be installed in over 70 million US households by 2022. Taking a look at the specs of smart speakers such as the Amazon Echo and Google Home, you start to see why they’re becoming all the rage. These voice-activated speakers can play music, set timers, control other devices in your home, and even order you a pizza. Smart speakers are only getting smarter, and thanks to the device’s practicality within the home, tech companies know consumers won’t suffer from the honey-moon effect after they purchasing one; people will actually use their smart speaker for years to come instead of letting it collect dust in the corner. With a massive consumer base up for grabs, WUA will be conducting a special study to see why consumers would spend their money on one speaker instead of the other.

Consumers will search online for the perfect smart speaker for their home

This week, WUA will take a unique look into the market for smart speakers by asking respondents to complete the following task:

“Imagine you want to buy a smart speaker for your home, go online to search for an hour to find the smart speaker that best suits your needs and requirements.”

The 300 respondents featured in this study will be above the age 18, earn at least $30,000 per year, and will be demographically representative of the US population. Each respondent will search via their desktop computer, and will be free to use any means to find their speaker of choice, whether it’s through a search engine, a review, or simply by going directly to a preferred website. Their previous browser history, cookies and cache will affect their customer experience, making the study as close to the actual customer journey as possible. With this study, WUA can benchmark the market and discover:

– Which smart speakers do consumers find online?
– Which company provides the best digital customer experience?
– What are the tech-industry’s best practices online?
– Who do consumers prefer most? And, why?

The potential consumers give us feedback as they walk through each website based on our different customer experience themes as seen in WUA’s validated Digital Sales Model. They will continue until the point that they can actually buy the voice-activated speaker. After evaluating 3 to 4 smart speakers, we will ask the respondents which one they preferred. We will ask what about their 2nd and 3rd favorite choice, and ask them how tech companies can improve the speakers in order for them to become their 1st choice.

See how your website performs relative to the competition

Does your company have smart speakers on the market? This study will offer valuable market insights about your smart speaker’s performance online (on desktop). We compile data on many aspects of web performance, including findability, conversion, preference, and detailed information about how consumers perceive the Look & Feel of your website, your Product Offer, and your Brand… compared to the competition. With WUA’s validated model, we can show which changes in the customer journey will drive conversion the most. Our study will provide answers to questions such as:

– How often is your website found, and how quickly? Via a search engine or organically, and how can you use this information to improve your findability?
– How many visitors of your website continue after having formed a first impression, and, if they drop out: why?
– If they continue, how do they experience your website when they take a further look? How do they experience the order process?
– How can you improve your website’s Look and Feel, your Product Offer and the way in which it is presented on your website, and your brand perception?

The ultimate KPI

The Digital Sales Scan offers the ultimate KPI to measure the online customer experience, which can be used to set priorities and determine backlogs. The way in which these scores are calculated makes it possible to easily compare websites both quantitatively and qualitatively, as well as different industries and countries. The impact of changes to your website can be measured immediately and continually in order to expose weaknesses and strengths. Our expert analysis and recommendations will give you the ultimate tool to help increase your online conversion!

is a triangulation of the quantitative data and qualitative feedback together with our digital expert knowledge and analysis.

Expected Performers

Based on previous research by WUA, we expect the following companies to be found and ranked among those providing the best online customer experience journeys. This is not an exhaustive list of the market; companies are listed alphabetically.

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