NPR/Edison Releases More Data on Smart Speaker Study

Smart Speaker Stuff

A new set of data from "The Smart Audio Report from NPR and EDISON RESEARCH" shows that almost half of "smart speaker" owners in the survey say their devices help them spend more time with other members of their households, 57% have ordered an item through their smart speaker, and 73% have spent $200 and over on purchases through their smart speakers in the past 12 months. The data, the second release from the study, focuses on purchasing habits of users of devices like AMAZON ECHO and GOOGLE HOME, comprising 7% of AMERICANS age 12 and older.

“For the past decade, a lot of our attention has been on listening through earbuds, which is a very individual experience,” said EDISON RESEARCH VP TOM WEBSTER. “The content that goes with headphones is personalized through one’s own music, digital services, or podcasts. Smart Speakers are changing our focus to the group again. Families are sitting around listening together to audio in a way they haven’t done since the 1940s. This has enormous ramifications on the types of content that can be produced for Smart Speaker consumption and provides other opportunities to reach people in their homes.”

"In some homes, we observed that the Smart Speaker was more than just a piece of technology to these owners – it instead took on a role as an extended family member. Some participants joked that Alexa was a ‘girlfriend’ or ‘granddaughter,’” said EDISON Director of Research MEGAN LAZOVICK. “Why did we see such affection for the device? They like how it makes it easier to do everyday tasks.”

“Smart speakers are contributing to audio’s resurgence in today’s media landscape, and it is thrilling to see how insight from the Smart Audio Report has already enhanced listening on this new platform as we roll-out new formats and programming with it in mind,” said NPR Chief Marketing Officer MEG GOLDTHWAITE. “NPR sees this emerging technology as a place for us to build upon our audio legacy – a perfect avenue for us to continue leading the way as we make NPR available everywhere people listen.”

The data will be featured and presented during events at ADVERTISING WEEK in NEW YORK this week.

The SMART AUDIO REPORT is available at www.npr.org/smartaudio.

« see more Net News