The market for smart speakers in China is exploding with around 35 million households currently owning one, according to the latest report from market research firm Strategy Analytics.
The report, 2019 Smart Speaker User Survey – China Results, found that 63% of people who do not currently use a smart speaker plan to buy one within the next year. Another 22% say they will purchase a smart speaker later on, suggesting that smart speakers overall should reach at least another 85% of the population. The study is based on a survey of 1,044 users of smart speakers carried out in July and August 2019.
“The Chinese market for smart speakers is growing extremely rapidly, Chinese consumers love the convenience and entertainment value which smart speakers offer,” said David Watkins, director -smart speakers and screens at Strategy Analytics.
Existing users have extremely positive attitudes towards the devices, with nearly 90% of people saying they are much more useful than they had expected. 59% of Chinese users say that they can’t imagine living without a smart speaker.
On average more than half of users have more than one smart speaker. In contrast to the US and European markets, smart displays are already an important part of the market, accounting for a third of smart speakers in use.
Chinese consumers as a whole (including non-users) are knowledgeable about which brands offer smart speakers. 71% believe Xiaomi offers smart speakers, compared to Huawei at 53%, Baidu at 47%, Alibaba at 37% and Apple at 34%.
“If what Chinese people say turns out to be true, smart speakers will be in the vast majority of households within the next few years,” Watkins said.