People with Google Home perform more tasks with their smart speakers and have greater satisfaction than owners of Amazon Echo/Alexa devices. This is according to new data from Kantar Worldpanel, which looked to compare attitudes and behaviours between the two.

The survey, which was conducted in late 2018, revealed that despite the fact Echo/Alexa devices dominate the smart speaker market, Google Home’s NPS scores suggest it could soon overtake thanks to better word of mouth.

Google Home vs. Amazon Echo/Alexa – Use Cases

With both Google Home and Amazon Alexa, the most common use case is streaming music, followed by asking about the weather. Beyond this, it appears as though Google Home owners explore a broader range of features and functionality than their Amazon Alexa counterparts.

For example, Google Home users are more likely to make phone calls, control smart home devices, check the opening hours of nearby businesses, and order food or groceries.

Another interesting finding is that 16 per cent of Google Home owners now use their laptop or desktop computer less as a direct result of buying a smart speaker. This ties in with the broader array of use cases for Google Home, even becoming a replacement device in some instances.

The study also found that Google Home users are much more likely to own and integrate other smart devices (e.g. thermostat, security, lighting) than Amazon Alexa owners. However, the findings didn’t reveal the types of devices being used, making it difficult to draw further conclusions about behaviour.

Why does it matter? Broader usage could impact local search and shopping

The latest smart audio report from NPR and Edison Research estimates that there are now nearly 120 million smart speakers in US homes alone, representing 78 percent year-over-year growth.

At this moment in time, Amazon Echo owns 75 percent of global smart speaker market. However, Google’s growth as of November 2018 was 187 per cent compared to Amazon’s 1.3 per cent.

What’s more, when you take Kantar Wordpanel’s NPS figures into account, one could safely assume that Google Home will get better word of mouth and erode Alexa’s lead over time.

Google’s market standing in other areas, such as search, email, and other online services, also puts it in a better position to provide tailor-made information and suggestions to users – something current owners are capitalising on with their broad range of use cases.

As a result, there could soon be several behaviours and applications that have a direct impact on marketing, such as local search and shopping. If users are no longer using their laptops or computers to check the opening times of a business or order groceries online, several SEO and content strategies will need to change.

“Start by gauging customer interest and finding those pain points,” said Kuali Director of Marketing Ben Beck. “Embed FAQ-style questions and local references within your content, and advertise with a music streaming service or podcast that’s popular with your demographic.”