Smart Speaker: Apple HomePod-Besitzer:innen in Deutschland

Selected insights on smart Speakers: Apple HomePod owners in Germany

• Apple HomePod is more popular among Millennials than other smart speaker brands
• There is a fairly even split of male and female Apple HomePod owners
• Apple HomePod has a larger share of owners with a high income than other smart speaker brands
• Apple HomePod owners are more likely to live in cities with over 1 million inhabitants than owners of smart speakers in general
• Success and career advancement are relatively important to Apple HomePod owners

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards personal finances
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors