Smart speakers from Amazon Alexa and Google Home exploded onto the scene with a speed and pervasiveness almost unprecedented in the history of consumer electronics. Their rise from strange and novel gadget to near-ubiquity in 2018 has been driven by multifunctional usefulness and reasonable price.
A new report from our friends at Edison Research includes many remarkable smart speaker discoveries in 2018 highlighting the unshakable journey of these devices into our living room and collective consciousness. I scoured the 2018 Smart Audio Report from Edison (in conjunction with National Public Radio) and found the following highlights: the 15 key statistics about smart speakers in 2018.
Table of Contents
43 Millions of Americans own a smart speaker
This is more than the number of people living in California and represents 18% of the adult population. Netflix has more than twice as many subscribers as smart speaker owners, but getting close to 20 Penetration rate with any consumer electronics is a huge feat, especially in such a short space of time. very short time.
Smart speaker ownership is slightly different According to Age
Perhaps more than any technology device, owning a smart speaker has been embraced by Americans for ages. Ownership of these devices is roughly the same for 25, 35, 45, or 55 year olds.
Smart speakers are owned more by women
Currently, 54% of all smart speaker owners are women.
In 2018, Smartest Speaker Owner Ar e Very New User
The Smart Audio report shows that three-quarters of smart speaker owners have owned their device for less than a year, with QUALITY (26%) being in the early adopters category and owning Amazon Alexa or Their Google Home for more than 12 months.
After owning a smart speaker, you often use it more than when you bought it
One of the most interesting findings in this report is 48% of first-timers (have owned a smart speaker for over a year) use their current device more often than in the first month of ownership . This is even more evident among newer buyers, 54% of whom say they use smart speakers more today than they did in the first month.
Essentially, this speaks to the broad functionality of these consumer electronics and the desire of owners to discover new ways to use smart speakers in their daily lives.
Once you own a smart speaker, you’re likely to buy more
Nearly 50% of Americans who own a smart speaker own two or more of these devices. And of the owners who’ve had a smart speaker for more than a year, 27% of them now own three or more units.
Smart speakers have the potential to become the dominant audio player
While audio listening sources are wide and varied, including laptops, AM/FM radios, smartphones, car stereos, and more, it’s worth noting that among people have owned smart speakers for over a year, these are where they listen to audio most often.
This is not the case among newer smart speaker owners, which further underscores the finding in this Smart Audio report that as owners spend more time with these devices, they use use them more and in more ways.
Podcast listeners love Smart Speakers
Among newer smart speaker owners (under a year), 39% of this group listens to podcasts on these devices at least once per week. And a whopping 70% of this group have listened to the podcast at some point through their Amazon Alexa or Google Home device.
Smart Speakers Can Solve the ‘Podcast Discovery’ Problem
For years, podcast growth (see our Key 2018 podcast statistics here) has been steady, but without a real breakout moment. The theory has long held that one of the things that keeps podcasts back is the relatively fussy need to have a podcast app on your phone or laptop or car and then find or “discover” it. good programs worth your time.
This new report from Edison Research shows that smart speakers can overcome this shortcoming. 74% of smart speaker owners who listen to podcasts do so directly from the device, meaning they say “Alexa, play Social Pros Podcast ” (my show). That’s easy, and could usher in a new era of even more podcast consumption.
Smart speaker education is the key to unlocking use
Being an early adopter of smart speaker technology myself, I completely agree with this finding in the report:
65% of new smart speaker owners say they don’t know enough about what the device can do.
Every second there’s some new tool, recipe, or voice command your smart speaker can interact with. I get a regular email from Amazon with updates, but that’s like using a straw in a swimming pool. There needs to be a better way to figure out how to maximize the utility of a smart speaker.
Will we see yesterday’s home theater installers becoming smart speaker optimizers?
Smart speakers can be used for the whole household
With the exception of televisions, smart speakers are possibly the most widely used consumer technology ever invented. 73% of owners report that their children live at home using their Amazon Alexa or Google Home device.
Word of Mouth is promoting the use of smart speakers
We did not see a large amount of advertising about these devices, because advertising is mostly unnecessary. People who already own smart speakers are driving the next wave of adoption, through word of mouth or through gift giving.
In fact, 61% of new smart speaker owners have encouraged their friends to buy the Device.
Using a smart speaker relies more on voice assistance
Once you go by voice, you never come back. Among those who own a new smart speaker (under a year), 56% of this group have also started using the voice assistant on their smartphone more often.
Smart speakers are getting shares stolen from Other Media
Once you start using your smart speaker, you may find that the time left for other types of media diminishes. For example, among new smart speaker owners:
- 45% are listening to less stations
- 38% are using their smartphones less
- 32% are reading fewer magazines and newspapers
- 29% are watching less TV
This suggests the very real possibility that smart speakers will become not only the primary audio device, but also the primary center of entertainment and information retrieval for millions of Americans.
Smart speaker owners are very lenient with 2018 on Brand Engagement
One of my favorite data points in Smart Audio Reporting this was found that 8 out of 10 smart speaker owners are open to the skills and features created by the brand. Compare this with 49% of Americans follow at least one branded Facebook page and you find that smart speaker users in 2018 are much more interested (currently) in interacting with brands in this capacity.
Here’s yours: my 15 favorite smart speaker stats in 2018. I highly recommend download full report from Edison Research and NPR (free) . There is a lot of information available.
What I learned from this research is that smart speakers are growing faster, are used more, are used in more ways, and are a bigger threat to other types of vehicles than I thought before. .