Smart speakers have been gaining momentum in India as they can be used for a range of purposes including controlling the lights and setting up of gadgets or for getting news updates, among others.
Introduction of voice assistant Alexa in the Hindi language also played a key role as 43% of owners from non-metro cities said they interacted with their smart speakers in Hindi.
Users from cities like Lucknow, Kanpur, Patna, Jaipur, Ahmedabad, Hyderabad, Vijayawada, and Visakhapatnam said they used smart speakers for 2.5 hours on average each day.
About 50% of non-metro city users said setting up a smart home was the primary factor to purchase or consider buying a smart speaker<\/a>.
Additionally, 47% of device owners in non-metros believe that the use of smart speakers improved their children’s pronunciation skills while 45% of the owners opined that it is better for their children as the primary medium of interaction are voice, in contrast, to use of mobile devices<\/a> and 52% of owners said their children are learning better and more than before.
“Emergence of Hindi as a voice command language is the most fascinating aspect. This will not only boost smart-speaker usage in the Hindi speaking non-metros but also open the opportunity in cities where users prefer other regional languages. The parents in smaller towns have realised that smart speakers can be a great tool in building their kid’s communication skills with proper diction and accent. Also, this will give the kids a break from the increasing number of screen-hours which has become a concern. The study also revealed that among those who are aware of smart speakers, Amazon Echo<\/a> (with Alexa) had high awareness of 97%,” said Debashis Chatterjee, Associate Vice President, Karvy Insights Ltd.
Courtesy of integration with audio streaming apps, 58% of device owners in non-metro cities said they use it for listening to music. Sound quality (58%), ease of listening to music while multitasking (53%), and ease of changing songs and volume with voice (44%) also contributed to the popularity of smart speakers in non-metro cities.
“Smart speakers bring convenience and simplify the lives of customers. From switching on a light, listening to music, shopping or even paying utility bills, voice is the most natural way to get things done. At Amazon, we work hard every day to make Alexa more useful for our customers in India. Alexa supports Hindi, knows shayari, music, dialogues from Indian movies, latest information on cricket, and can even help learn English. Last year, Amazon Echo doubled its growth in non-metros across India. We will continue to invent on behalf of customers to make Alexa and Echo an important part of their lives,” said Parag Gupta, Head of Amazon Devices, India.
Interestingly, 55% of owners who use smart speakers felt they are able to better enjoy music now than before and 50% of customers said it improved their productivity as they saved time on activities like paying utility bills for which they would earlier depend on their phones.
The survey also found that 81% of owners kept the smart speaker in the living room.
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