Hal Target Market

Goals

To identify Hal's target market/people who are interested in the company's vision, willing to pay $10 a month, and easy to reach. Then, build the demographic and psychographic profiles of this target market.

Early Findings

Personal Assistant Users in the United States

  • About 80.5% of adults aged 18-29 used a smartphone-based voice personal assistant.
  • Amongest the people aged 30-44 in the United States, 74.7% use a smartphone-based voice personal assistant.
  • Nearly 68.8% of Americans aged 45- 60 said they’ve used a smartphone-based voice assistant, compared to about 60.5% for the oldest age group (60+).
  • In 2019, eMarketer estimated "that 111.8 million people in the US will use a voice assistant at least monthly, up 9.5% from last year. This is equivalent to 39.4% of internet users and 33.8% of the total population."

Summary

  • The initial research indicated that the demographic and psychographic profile for people who are interested in the company's vision, willing to pay $10 a month, and easy to reach is publicly unavailable. Thus, we created an alternative path to understand who are the real people to target when starting the company's next steps: we will identify the demographics and psychographics for personal assistant users in the United States and Canada. Then, for the demographics identified, we will find the psychographic profile for the demographic cohort in the four cities where the company is based (New York, Los Angeles, Miami, and Toronto).
  • Feel free to choose one or more of the proposed steps below.

Proposed next steps:

You need to be the project owner to select a next step.
We recommend further research to build the demographics and psychographics for personal assistant users in the United States and Canada. Demographics will include age, gender, income, education, and marital status. if we cannot find one of them, we will substitute another demographic instead such as location, race/ethnicity, occupation types, and/or family size. Psychographics will include habits, hobbies, spending habits, and values. if we cannot find one of them, we will substitute another psychographic instead such as consumer attitudes, affinities, emotions, likes, and dislikes.
Additionally, for the demographics identified in the previously-proposed step, we could find the psychographic profile for the demographic cohort in the four cities where the company is based (New York, Los Angeles, Miami, and Toronto). Psychographics will include habits, hobbies, spending habits, and values. if we cannot find one of them, we will substitute another psychographic instead such as consumer attitudes, affinities, emotions, likes, and dislikes.
Alternatively, we are suggesting find three of the top players in the personal assistant market in North America. These players will be identified based on the revenue, the number of users, or any other available metric. For each player, we will provide the official website, a brief overview, and an overview of its social media and digital marketing efforts, including 1-2 examples of their marketing campaigns. Also, we suggest finding 2-3 best practices for marketing an AI-powered personal assistant. For each best practice, we will provide a brief overview of what it is, why it is considered as a best practice, and 1-2 examples of companies applying this practice and how it affected their company performance.