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Upwave 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 Upwave 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, Upwave 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, Upwave 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).