An Exploratory Study On Consumer Perceptions Of Amazon Echo, Alexa, And Smart Speakers

The Internet of Things has become a compelling topic of the past decade. Smart Speakers, like Amazon Echo, have become a mainstream product over the past few years. By exploring the consumer perceptions of Amazon and these “Internet of Things” products, we can better curate the marketing mix to serve the needs and values of customers. Through an exploration of various demographics via an online survey, we sought to uncover specific perceptions of consumers in regards to Amazon Echo and Alexa, while also analyzing differences between these demographics so that Amazon can further understand how to create value for their customers.