The NPD Group, as part of its Checkout Tracking studies, recently ran an analysis to look at the behavior of Amazon Echo purchasers, and the speaker/smart home hub link to Amazon’s voice command Alexa service is turning into a key influence on owners.
For example, Amazon Echo owners make purchases from Amazon more frequently and spend twice as much at Amazon.com compared to the online retailer’s average customer. The Amazon.com spend per Echo owner grew 10% in the six months following the device acquisition. In that timeframe, Echo owner purchase frequency on Amazon grew 6%. NPD noted that Amazon Echo owners give more of their spend to Amazon than do the online retailer’s average purchaser.
As for the users themselves compared to the average Amazon customer, Echo owners are more likely to be 35 to 54 year old males and in households with an annual income at or over $100,000, noted NPD.
Amazon recently announced that it would begin rolling out Echo Dot, a smaller version of the original device that, at $49.99, is less than a third of the price.