Smart Speaker Ownership Grows to 36% of American Consumers


Thirty six p.c of shoppers now personal sensible audio system, in response to a brand new examine by Adobe Analytics. Of those that personal the gadgets, 75 p.c report utilizing their sensible speaker "not less than every day" or "a number of occasions per day."

These figures present maintained development over the previous six months, when in August 2018 possession was at 32 p.c and common use was at 71 p.c. 

"The 2018 vacation season was an important litmus take a look at, to see if sensible audio system may proceed capturing client curiosity and pocket books," mentioned Colin Morris, director of Adobe Analytics, in a press release. "The double digit development we see in possession, together with continued every day utilization, reveals that the trail for sensible audio system has diverged from different rising know-how traits like 3D TV and VR headsets — now changing into part of on a regular basis life. The large focus of 2019 can be round constructing a thriving ecosystem of expertise."

The 2019 Adobe Analytics Voice Report surveyed greater than 1,000 U.S. shoppers over the age of 18 from Jan. 28-31. It discovered sensible speaker possession leaned extra closely in the direction of males, with 43 p.c of males claiming to personal the gadgets in comparison with simply 29 p.c of ladies. 

Overall, the age group ranging 35-54 dominated possession, with 47 p.c claiming to have a tool. The 18-34 group adopted with 40 p.c, then the 55-64 group with 37 p.c and the 65-and-over group claiming 25 p.c possession.

Other findings included a reasonable uptick in individuals reporting rising their use of a voice assistant within the final 12 months (77 p.c, as in comparison with 76 p.c in August 2018). As effectively, extra individuals reported utilizing their sensible audio system for enjoying music (74 p.c, as in comparison with 70 p.c in August 2018) — the most well-liked use of sensible audio system total. 

The examine additionally checked out placement of sensible audio system, reporting the lounge is the most well-liked with 64 p.c of shoppers conserving gadgets there. Meanwhile, 46 p.c of individuals hold a sensible speaker within the bed room and 32 p.c hold one within the kitchen.

Regarding ads on sensible audio system, 38 p.c of individuals mentioned they discover voice advertisements much less intrusive than advertisements on TV, print, on-line and social media. Slightly extra — 39 p.c — mentioned they discover voice advertisements extra partaking than on these different channels. 

"Whether it’s music, information or podcasts, what individuals hearken to could be very private and customized to them in nature," added Morris. "It typically makes them extra receptive to advertisements on this case, particularly when advertisers can customise the artistic primarily based on style, listener profiles, and the like. We have constantly seen that audio tends to succeed in distinct audiences that different codecs miss, corresponding to amongst youthful listeners who’ve been fast to undertake sensible audio system into their every day lives."