Edison, NPR Study Shows Smart Speaker Use At 18% Nationwide And Growing

Joint Smart Speaker Study

Smart Speaker ownership in the U.S. has grown to 18% of AMERICANS -- or more than 43 million among persons 18+ -- with usage spread across all cells and adults 45-54 leading the way at 24%. Women outpace men, with 54% of females owning the household gadget. These figures, according to a just-released study from EDISON RESEARCH and NPR, which conducted an online survey of persons 18+ between MAY and JUNE with 909 respondents in the total sample. Those owning a Smart Speaker for a year or more are considered First Adopters; Early Mainstream users are defined as those who have owned one for less than a year. Most (74%) fell into the latter category, while only 26% are Early Adopters.

When it comes to using a Smart Speaker to access an AM/FM radio station, Early Mainstream users scored higher (47%), with First Adopters not far behind (41%). The heaviest use of Smart Speakers to access AM/FM radio occurs between 9a-5p, said the study. Also worth noting: both First Adopters and Early Mainstream groups said that using Smart Speakers is replacing time spent with AM/FM radio, at 40% and 45%, respectively. Both groups are huge overall music consumers via a Smart Speaker with 90% among First Adopters and 89% of Early Mainstream users reporting music consumption. First Adopters are more advanced in their Smart Speaker use, controlling home security and other household devices with it. Kids love Smart Speakers, too, with 73% of users saying the children use it, with playing music topping the list at 55% and 25% asking it for homework help.

The usage figures will likely continue to grow with multiple Smart Speakers appearing in households. According to the study, both First Adopters and Early Mainstream groups say they'll probably purchase another one for the home. See the entire study here.

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