Survata Study Uncovers Consumer Sentiment on Smart Speaker Sponsored Content

Read our exclusive release with Business Insider.
Download our full Smart Speaker Insights Sheet here.

Survata Study Uncovers Consumer Sentiment on Smart Speaker Sponsored Content
Apple HomePod Owners are Most Interested in Sponsored Content

In a study of 2,000 U.S. consumers, Market and Advertising Research and Measurement firm Survata today released findings on consumers’ sentiment toward receiving sponsored content on smart speakers, a growing consumer-device market. While the majority of consumers aren’t enthusiastic about experiencing more advertising, Survata found some interesting trends among the different smart-speaker brand owners.

Though they represented the smallest segment of smart speaker owners, Apple HomePod users are the most likely to be interested to hear about sponsored products or services (35 percent). That stands in contrast to Google HOME owners at 22 percent and Amazon Echo/Dot users at only 17 percent. In addition, Apple HomePod owners also were the most likely to think sponsored content would very positively affect their smart-speaker experiences (22 percent), compared to only 12 percent for Google HOME owners and 7 percent for Amazon Echo/Dot owners.

As brands and advertisers look to new ways to connect with potential customers, Survata also analyzed the types of sponsored content that consumers would find most helpful. Almost half (47 percent) thought restaurant sponsored recommendations would be helpful, with special events (41 percent), groceries (39 percent) and electronic products (37 percent) rounding out the top four.

The smart speaker study also uncovered some other notable findings, including:
23 percent: Ages 35-54 were the most likely group to be interested in sponsored content.
41 percent: High-frequency smart speaker users also were most likely to have interest in sponsored content.
38 percent: A plurality of consumers use their smart speaker 2-10 times a day.
72 percent: The most common task people use their smart speaker for is to listen to music, followed by checking the weather (54 percent) and asking questions or facts (52 percent).

For a full breakdown of all of the Survata Smart Speaker Study findings, you can view the full report here.

Survata conducted its Smart Speaker study in September 2018, interviewing 2,001 consumers. For more information on Survata’s methodology, please visit www.survata.com/methodology.

Download our full Smart Speaker Insights Sheet here.

2018 Midterm Elections – Insights Sheet

2018 Midterm Elections Insights Sheet

Survata conducted a study to determine sentiment towards the upcoming 2018 Midterm Elections the weekend prior to voting day. Metrics such as voter turnout, registration, political ideology, and voting issues were included.

Findings include:

-Among voters planning to turn out, Asian Americans (92%) lead for ethnic groups, Liberals for ideology (94%), and Suburbanites (87%) for communities.

-When it came down to the issues respondents expressed the most consideration for healthcare (64%), taxes (56%), and the economy (54%).

-34% of 18-24 year-olds will consider the #MeToo movement while voting during the Midterm Elections.

To download the full Insights Sheet – click here.

Survats at Cynopsis Measurement & Data-Boot Camp

Survata was invited to teach at the upcoming Cynopsis Measurement & Data-Boot Camp in New York on November 7th. Our VP of Measurement, Jon Stewart, will be conducting a workshop titled “Maximizing your Programmatic Buy”. Measurement leaders from WPP, Facebook, Viacom, and Publicis will participate in this day-long event to build the essential, muscular foundation around how digital media is bought, sold, and measured.

Our session details:

Maximizing your Programmatic Buy
Programmatic media buying means that it’s easier for buyers to identify and evaluate their audiences across platforms, and easier for sellers to deliver the audiences that their clients want. But there’s still lots of murky water in the programmatic world that can lead to misspent money and lousy ROI. That’s why you need to attend this session.

Takeaways

Current best practices for the programmatic ecosystem
How to Assess your buy
How to Optimize the campaign
How to Evaluate results, from initial impression to conversion

Attending the boot-camp? Send us a note to connect.

To learn about about Survata’s Ad Measurement solutions, please contact us.