Use of and attitudes towards smart speakers
Ofcom commissioned Community Research to conduct research to explore usage of and attitudes towards smart speakers.
The research sought to explore how and why users acquired smart speakers, how they routinely used them, and their broader attitudes and experiences of their device. It also looked at how users accessed and consumed content on their smart speaker, including music, radio and news.
It consisted of a three-week 100-person online forum with smart speaker users, followed by focus groups with around half the forum participants. The research also included 15 depth interviews with non-users of smart speakers. These participants were sent smart speakers to try out, and follow-up interviews captured their experiences.