CONSUMERS & BRANDS

Smart speakers: Google Home

owners in India

Consumer Insights

January 2024
 Statista Consumer Insights Global survey
Introduction

Report overview Global survey methodology (1)

This report offers the reader a comprehensive Design: Online Survey, split questionnaire design
overview of Google Home owners in India: who they
Duration: approx. 15 minutes
are; what they like; what they think; and how to reach
them. It provides insights on their demographics, Language: official language(s) of each country with
lifestyle, opinions, and marketing touchpoints. American English offered as an alternative

Additionally, the report allows the reader to Region: 56 countries

benchmark Google Home owners in India (’’brand
Number of respondents:
users’’) against Indian owners of smart speakers in • 12,000+ for countries with the extended survey
general (’’category users’’), and the overall Indian (including India)
onliner, labelled as ’’all respondents’’ in the charts. • 2,000+ for the basic survey

The report is updated quarterly and is based on data Sample: Internet users, aged 18 – 64, quotas set on
from the Statista Consumer Insights Global survey, an gender and age
international survey that covers more than 15,000
Fieldwork:
brands across 56 countries. • Continuous from January to December
• Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of January 2024

CHAPTER 01

Management summary

• Brand usage

• Key insights
 Google Home ranks second among smart speaker brands in India
Management summary: brand usage and competition

Top 10 most owned smart speaker brands in India

Amazon Echo 64%

Google Home 30%

JBL 19%

Bose 16%

Apple HomePod 15%

LG 15%

Sony 14%

Xiaomi/Mi 14%

Lenovo 11%

Harman Kardon 8%

4 Notes: "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=1,556 owners of smart speakers

Sources: Statista Consumer Insights Global as of January 2024

 The share of owners of smart speakers owning Google Home declined by 6
percentage points since Q1 of 2021
Management summary: brand usage timeline

Timeline of owners of smart speakers owning Google Home

36% 36% 36% 36%
35%
34%
32% 32% 32%
31%
30%

2021 Q1 2021 Q2 2021 Q3 2021 Q4 2022 Q1 2022 Q2 2022 Q3 2022 Q4 2023 Q1 2023 Q2 2023 Q3

5 Notes: "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=329 - 497 Google Home owners, n=925 - 1567 owners of smart speakers

Sources: Statista Consumer Insights Global as of January 2024

 Google Home owners in India
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

Google Home has a high share of An honest and respectable life is less It stands out that 71% of Google Home Google Home owners access the
owners that are Millennials compared to important to Google Home owners than owners want the best audio and internet via a gaming console more
the total online population. to other owners of smart speakers. cinematic experience on all devices. often than the average smart speaker
48% of Google Home owners are owner.
Google Home has more male than Vehicles and mobility are relatively
female owners. prevalent interests of Google Home innovators or early adopters of new On social media, Google Home owners
owners. products. interact with companies more often
Just like owners of smart speakers in
A relatively high share of Google Home than other owners of smart speakers.
general, Google Home owners are Cars or vehicles are relatively popular
relatively likely to have a high income. hobbies among Google Home owners. owners think that food & water security Google Home owners remember seeing
is an issue that needs to be addressed. ads on editorial websites and apps
Google Home owners are more likely to
more often than other owners of smart
live in megacities than the average
speakers.
onliner.

Sources: Statista Consumer Insights Global as of January 2024

CHAPTER 02

Demographic profile

• Generations

• Gender

• Education

• Income

• Household classification

• Type of community

• LGBTQ+
 Google Home has a high share of owners that are Millennials compared to the
total online population
Demographic profile: generations

Age of consumers in India

Brand users 32% 57% 12% 0%

Category users 35% 52% 12% 0%

All respondents 41% 45% 13% 0%

Generation Z Millennials Generation X Baby Boomers

8 Notes: ’’How old are you?’’; Single Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart speakers, n=24,192 all respondents

Sources: Statista Consumer Insights Global as of January 2024

 Google Home has more male than female owners
Demographic profile: gender

Gender of consumers in India

Brand users 56% 44%

Category users 58% 42%

All respondents 60% 40%

Male Female

9 Notes: ’’What is your gender?’’; Single Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart speakers, n=24,192 all respondents

Sources: Statista Consumer Insights Global as of January 2024

 87% of Google Home owners have a college degree
Demographic profile: education

Consumer’s level of education in India

49%
46%
40%
38% 36%
34%

10%
6% 7% 5% 5%
3% 3% 3% 3%
1% 1% 2% 2% 2% 3%

No formal Lower secondary Upper secondary Technical / Bachelor degree Master degree Doctoral degree
education / education (not education vocational or equivalent or equivalent or equivalent
primary school eligible for (eligible for education
university study) university study)

Brand users Category users All respondents

10 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart
speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Just like owners of smart speakers in general, Google Home owners are relatively
likely to have a high income
Demographic profile: income

Share of consumers in India in the high, middle, and low thirds of monthly household gross income

Brand users 48% 32% 20%

Category users 48% 32% 20%

All respondents 33% 33% 33%

High Middle Low

11 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; "Which smart speaker with an integrated virtual assistant do you
own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Similar to other owners of smart speakers, Google Home owners are relatively
likely to live in a multi-generational family
Demographic profile: household classification

Type of households in which consumers in India live​

36%

32%
31%
29%
27%
25%
23%
22%
18%

8% 9%
7% 7%
5% 5% 5%
3% 3% 3%
1% 2%

Single household Couple Single parent Partners Multi- Two or more Other
household household and children generational related adults household types
family

Brand users Category users All respondents

12 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468
Google Home owners, n=1,556 owners of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Google Home owners are more likely to live in megacities than the average
onliner
Demographic profile: type of community

Communities where consumers live in India

40%
38%

28%
26% 27%
24%

18%
15%
12% 11% 12%
10%
7% 8% 8%
6% 7%
4%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants

Brand users Category users All respondents

13 Notes: ’’In what type of community do you live?’’; Single Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart speakers, n=24,192 all
respondents
Sources: Statista Consumer Insights Global as of January 2024
 25% of Google Home owners consider themselves part of the LGBTQ+
community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in India

Brand users 25% 69% 6%

Category users 21% 73% 6%

All respondents 17% 72% 11%

Yes No Would rather not say

14 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart
speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
CHAPTER 03

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sports activities

• Sports followed
 An honest and respectable life is less important to Google Home owners than to
other owners of smart speakers
Consumer lifestyle: life values

Most important aspects of life for consumers in India

54%
53% 53%

40%
42% 41% 42%
40%
36% 35%
30%
32% 33% 27%
30% 30%
27% 27% 23% 23%
25% 24%
23% 23%
20% 16%
15% 12%
14%
12%

To be successful A happy An honest and Safety and Learning Advancing Having a Making my Social justice Traditions
relationship respectable life security new things my career good time own decisions

Brand users Category users All respondents

16 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google
Home owners, n=1,556 owners of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Vehicles and mobility are relatively prevalent interests of Google Home owners
Consumer lifestyle: main interests

Top 10 interests of Google Home owners in India

63% 62%
59% 59% 60% 59%
57% 56%
54% 53% 54% 53% 53% 53% 52% 51%
49% 51%
49% 48% 49% 49%
46% 46%
44% 44% 42%
39%
37%
31%

Health & Science & Movies, Travel Sports Fashion Food & Finance & Career & Vehicles &
fitness technology TV shows & beauty dining economy education mobility
& music

Brand users Category users All respondents

17 Notes: ’’What topics are you personally interested in?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart speakers, n=24,192
all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Cars or vehicles are relatively popular hobbies among Google Home owners
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of Google Home owners in India

59%
56% 57%
55% 54% 53%
49% 49% 50% 49% 49% 49%
46% 48%
45% 45%
42% 43% 42%
41% 40%
38% 37%
36% 35% 36%
33%
30% 29% 28%

Tech / Video gaming Reading Traveling Cooking Outdoor Photography Cars / Gardening Writing
computers / baking activities vehicles and plants

Brand users Category users All respondents

18 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart speakers,
n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Google Home owners are more likely to play baseball or softball than other
owners of smart speakers
Consumer lifestyle: sports activities

Top 10 sports activities of Google Home owners in India

38%
35%

29% 28%
27% 26%
24% 24% 23% 22% 21%
20% 21% 21% 20% 19%
18% 18% 17% 17%
16%
14% 14% 15%
11% 12% 12%
9% 10%
7%

Cricket Badminton Cycling Basketball Dancing Soccer American Swimming Yoga / Baseball
Football / / Diving Pilates / Softball
Flag Football

Brand users Category users All respondents

19 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=259 Google Home owners, n=839 owners of smart
speakers, n=10,424 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Google Home owners are more likely to follow baseball than other owners of
smart speakers
Consumer lifestyle: sports followed

Top 10 sports followed by Google Home owners in India

47% 47%

38%
34%
32%
27% 26%
24% 24%
22% 22% 21% 21%
20% 20% 19%
19%
17% 16%
15% 14% 14%
13% 12%
11% 11% 11%
9% 8%
7%

Cricket Soccer Basketball Tennis American Cycling Baseball Boxing Volleyball Motorsports
football

Brand users Category users All respondents

20 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=253 Google Home owners, n=828 owners of
smart speakers, n=10,542 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 CHAPTER 04

Consumer attitudes

• Attitudes towards consumer electronics

• Innovation adoption

• Challenges facing the country

• Politics

21
 It stands out that 71% of Google Home owners want the best audio and
cinematic experience on all devices
Consumer attitudes: housing & household equipment

Agreement with statements towards housing & household equipment in India

73% 71%
67% 65%
61% 60%
56% 56%
52% 54%
50% 50% 49%
42% 41%

I would love to I want the best Electronics are a I buy new electronics, I could not live without
control my home via audio and cinematic status symbol for me even when my old my smartphone
smartphone or voice experience from all model still works
my devices

Brand users Category users All respondents

22 Notes: ’’Which of these statements apply to you?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart speakers, n=4,030 all
respondents
Sources: Statista Consumer Insights Global as of January 2024
 48% of Google Home owners are innovators or early adopters of new products
Consumer attitudes: innovation adoption

Innovation adopter types based on statements towards innovation by consumers in India

41% 42%

34% 34%

28%

23%

18% 17%
16% 15%

9%
6% 7% 6%
3%

Innovators Early adopters Early majority Late majority Laggards

Brand users Category users All respondents

23 Notes: Recode based on ’’Which of these statements regarding technology apply to you?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556
owners of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 A relatively high share of Google Home owners think that food & water security
is an issue that needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing India according to Google Home owners

54%
54%
51% 52%
49% 50%
45% 46% 46%
44% 43% 44% 43% 42% 42%
42% 41% 40%
39% 38% 37% 38%
36% 37% 37%
34% 34% 35%
33%
30%

Education Unemployment Health and Climate change Environment Food and Poverty Religious Economic Crime
social security water security conflicts situation

Brand users Category users All respondents

24 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base:
n=468 Google Home owners, n=1,556 owners of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Compared to other owners of smart speakers, Google Home owners tend to
have more right leaning political views
Consumer attitudes: politics

Political attitudes of consumers in India

Brand users 14% 16% 66% 4%

Category users 16% 18% 61% 4%

All respondents 19% 21% 50% 10%

Left Center Right Prefer not to answer

25 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; "Which smart speaker with an integrated
virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
CHAPTER 05

Marketing touchpoints

• Internet usage by device

• Social media usage

• Media usage by channel

• Digital advertising touchpoints

• Non-digital advertising touchpoints

 Google Home owners access the internet via a gaming console more often than
the average smart speaker owner
Marketing touchpoints: internet usage by device

Devices consumers in India use regularly to access the internet

98% 98% 95%

82% 84% 80%

76%
70% 71%
67% 67% 66%
61% 62% 61% 62%
56%
49% 48% 50% 47%
40% 41% 39%
36%
26% 25%

Smartphone Laptop Smart TV Smartwatch Smart speakers Desktop PC Tablet Gaming console Streaming device

Brand users Category users All respondents

27 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners
of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 On social media, Google Home owners interact with companies more often
than other owners of smart speakers
Marketing touchpoints: social media usage

Social media activities in India by type​

67% 69% 67% 65%

64% 63% 64% 63% 63% 62% 62%
58% 58% 56%
54% 54% 53% 52% 53%
51% 50% 51% 52%
49%
44% 45%
39% 40%
37%
30%

6%
3% 3%
0% 0% 2%
Followed Posted Liked posts Liked Commented Sent private Followed Posted texts Shared Shared I have only I haven’t used
people pictures by other company on posts messages companies / status posts by company used social social media
/ videos users posts updates other users posts media
passively

Brand users Category users All respondents

28 Notes: ’’Which of these things have you done on social media in the past 4 weeks?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners
of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Google Home owners tend to read online magazines more often than owners of
smart speakers in general
Marketing touchpoints: media usage by channel

Type of media consumers in India have been using in the past 4 weeks

89% 88% 88%

85%
79% 80% 78% 76%
76% 77% 75%
71%
67% 65% 64%
62% 63% 61%
59%
55% 54% 55%
51% 52%
46% 47%
43% 43%
37% 38%
32% 33%
27%

Digital video TV Digital music Daily Movies / Magazines Online news Podcasts Online Radio Weekly
content content newspapers cinema websites magazines newspapers

Brand users Category users All respondents

29 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=331 Google Home owners, n=1,139 owners of smart speakers,
n=18,144 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Google Home owners remember seeing ads on editorial websites and apps
more often than other owners of smart speakers
Marketing touchpoints: digital advertising touchpoints

Top 10 places where Google Home owners in India have come across digital advertising in the past 4 weeks

67% 65% 67% 65%

62%
59% 58% 57% 57%
54% 56%
53% 54%
51% 52%
49% 49% 48% 48%
46%
41% 42% 42%
40%
36% 37%
35%
31% 32%
24%

Social media Video portals Video streaming Search engines Online stores Websites Video games Music portals Other apps Editorial
services and apps websites
of brands and apps

Brand users Category users All respondents

30 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556 owners
of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
 Google Home owners remember ads they got by mail more often than other
owners of smart speakers
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in India have come across non-digital advertising in the past 4 weeks

68%
64%
60%
54% 55% 55% 54%
48% 50% 50% 50%
47% 47%
43% 43%
39% 37% 38%
36% 35%
30% 29%
28%
21%

On TV In printed On advertising Directly in In printed At the movies By mailshot / On the

daily spaces the store magazines /cinema advertising radio
newspapers on the go and journals mail

Brand users Category users All respondents

31 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; "Which smart speaker with an integrated virtual assistant do you own?’’; Multi Pick; Base: n=468 Google Home owners, n=1,556
owners of smart speakers, n=24,192 all respondents
Sources: Statista Consumer Insights Global as of January 2024
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32
 Authors

Jack Spearman Jan Gewiese Stefan Rau Melvin Lindt

Team Lead Consumer Insights Senior Research Manager Research Manager Research Manager

j.spearman@statista.com j.gewiese@statista.com s.rau@statista.com m.lindt@statista.com

Jack Spearman, began market research Jan Gewiese has degrees in Economics (B.Sc.) Stefan Rau studied Economics (B.Sc.) at the Melvin Lindt studied Socioeconomics at the
career in the UK, at Kantar then Ipsos Mori. from the University of Hohenheim and Ludwigs-Maximilian-University in Munich University of Hamburg. During his studies
Where he specialized in client and Business Administration (M.Sc.) from the and Public and Nonprofit Studies (M.Sc.) at he worked at FOM University of Applied
stakeholder management, survey design University of Hamburg. He Interned at the the University of Hamburg. During his Sciences for Economics and Management. ​
and concepting reports, across a range of Hamburg Center for Health Economics and studies, he interned at TNS Infratest.​
Melvin supports the Consumer Insights
industries, both in consumer and B2B Mercedes-Benz USA.
Stefan's current role in the Consumer team at Statista with developing new IT
markets.
For the Statista Consumer Insights team, he Insights team focuses on process design and solutions across the department, as well as
After moving to Hamburg and joining is responsible for concepting reports, report automation, specifically QA processes. the day to day running of the report
Statista in 2018 he is now the Team Lead for automation design, and is a trusted advisor Stefan’s expertise also includes Python and automation process.
Consumer Insights and the reporting offer. to clients and stakeholders for the product. developing the teams AI tools.

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