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Analyses the results of a study, conducted using social media in the US and UK, involving 1,000 smart speaker owners and users in each country.

Over the past decade, we have witnessed the triumph of the smartphone and the simultaneous growth in global internet coverage, as the major players in technological change, and the resulting radical change in the day-to-day behaviour in a large portion of the global population. In terms of volume, the world of quantitative research has responded to this change with a significant shift from offline research to online and/or mobile research. Research initially found the internet to be an effective tool, but true capitalisation has come with the release of the smartphone. With internet accessible to everyone, anywhere and at any...

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