Smart Speaker: Amazon Echo-Besitzer:innen in Deutschland

Selected insights on smart Speakers: Amazon Echo owners in Germany

• 35% of Amazon Echo owners are Millennials
• There is a fairly even split of male and female Amazon Echo owners
• Compared to the average consumer, Amazon Echo owners are less likely to have a low income
• 22% of Amazon Echo owners live in small towns
• A happy relationship is more important to Amazon Echo owners than to other owners of smart speakers

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