The data coming out from the Winter 2019 Smart Audio Report from NPR and Edison Research confirms an increase in the adoption of smart speakers by the U.S. population. However, all the potential benefits and use cases associated to these devices are still not being exploited by consumers.
Which is the adoption trend of smart speakers?
From the last survey conducted by NPR and Edison Research, between December 2019 and January 2020, and involving 1002 persons aged 18 or above, it is concluded that around 60 million people equivalent to 24% of U.S. adults own a smart speaker. This represents a 14% and 33% increase in comparison to 2018 and 2017 respectively. But it does not stop here. According to the report, each U.S. household would be equipped with an average of 2,6 smart speakers which would lead to a total of 157 million smart speakers in the U.S., representing a 32% and 135% increase in comparison to 2018 and 2017.
How are consumers using smart speakers?
According to the Spring 2019 Smart Audio Report conducted by the same entities, between May and June 2019, and involving in this case 1641 respondents, the 69% of smart speakers owners would be doing a daily use of these devices, specially while doing household activities (74%), while cooking (66%) or while getting ready for their day (59%). When looking instead for the type of use done of smart speakers, it arises the fact that most owners use them just to listen to music, to ask for the weather or to get answer to specific questions. Only 27% of smart speaker owners had been using the device to control home devices during the previous week to the survey.
Which are consumers' needs and concerns?
In the same Spring 2019 Smart Audio Report, 69% of smart speaker owners agreed that they did not know enough about their smart speakers to use all features. However, it came out that people using smart speakers to control their household devices where using a higher average of skills per week than those who did not. Therefore, the need to information and educate ourselves becomes key for an enhanced use of technology.
At security level, while 58% of owners shared the concern of hackers using their smart speakers to access their private information, 54% shared trust with smart speaker manufacturers to keep their information secure.