Consumer Insights Roundup: 60% of Twitch Users Watch Live Streaming Daily, 41% of US Consumers Own a Smart Speaker…

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.


  • A study by the Pew Research Center shows 81% of teens ages 13 to 17 say social media makes them feel more connected to what’s going on in their friends’ lives, while around two-thirds say these platforms make them feel as if they have people who will support them through tough times. Teens also tend to associate their social media use with positive rather than negative emotions, such as feeling included rather than excluded (71% vs. 25%) or feeling confident rather than insecure (69% vs. 26%).


  • According to the 2018 Nielsen Esports Fan Insights report, over 60% of Twitch users view gaming personalities live streaming on Twitch daily, and 70% say they spend more time engaging with esports than traditional ones.


  • About 41% of U.S. consumers owned a smart speaker by the end of 2018, almost twice as the end of the previous year, according to a TechCrunch report. U.S. market penetration of smart speaker devices enabled with Amazon’s Alexa grew to about 31% last year, with about 100 million Alexa-enabled devices installed nationwide. Amazon led the way with 66% of the market. Meanwhile, Google Home devices, embedded with Google Assistant technology, achieved 23% market penetration last year.


  • The latest survey from YouGov Omnibus revealed that 57% of Hispanic Americans watch videos on platforms like YouTube, Twitch or Facebook. 85% of all respondents prefer how-to-videos, and 44% said they ‘often’ or ‘almost always’ search for a product online or offline after seeing it on a vlog.