Roughly 65 percent of people who own an Amazon Echo or Google Home can’t imagine to going back to the days before they had a smart speaker, and 42 percent of that group say the voice-activated devices have quickly become “essential” to their lives.
Still, it’s the earliest of “early days” for this Connected Intelligence technology, as a mere 7 percent of the population actually has a smart speaker in their home, a report by Edison Research commissioned by NPR suggests.
Given that smart speakers and the connected home are only starting to reach mainstream interest — and Apple’s first speaker, Homepod, isn’t even due to hit the market until December following its June preview — it’s not surprising that just 7 percent of U.S. adults own one.
NPR’s Smart Audio Report was based upon a national online survey of 1,620 Americans ages 18 or over, including 15 in-home interviews in Atlanta, Chicago, Los Angeles, and Allentown, PA.
About 800 respondents indicated that they owned at least one Smart Speaker (160 Google Home, 709 Amazon Alexa-enabled, and 69 who owned both.) 820 respondents did not own a Smart Speaker device, and were “surveyed for comparative purposes.”
Amazon Prime Time
While Amazon Echo’s dominance of the space is no surprise, NPR’s report puts it in a bit more context: 82 percent of the smart speaker owners subscribe to Amazon Prime, the e-commerce’s giant’s discounted sales and shipping membership program; 44 percent of those surveyed who don’t own a smart speaker subscribe to Prime, indicating that Amazon Echo has plenty of room to go grow — as do its rivals.
It’s remarkable to gauge the speed with which voice-activation, although it’s been around popularly through Apple’s iOS assistant Siri debuted on the iPhone in 2011, Still, it’s one thing going from using Siri to open an app on a device, to using a digital assistant to book restaurant or hotel reservations.
In 2017, 35.6 million Americans will use a voice-activated assistant device at least once a month for sudden rise of 128.9 percent over last year, says eMarketer.
At the moment, Amazon’s Echo device has a huge lead with a 70.6 percent of users in that space. Google Home, which only launched last October, will have to catch up as it has just 23.8 percent of the market.
Earlier this summer, a Raymond James survey of 500 consumers found that 14 percent of iPhone owners are interested in buying Apple’s Homepod. To put that into perspective, three years ago, when the Apple Watch was first announced, iPhone owners’ purchase intention of that product was only 6 percent.
What Are Smart Speakers Used For?
In looking at over two dozen use cases, just 13 percent of smart speaker owners use their smart speakers to find a local business, according to an NPR survey.
Again, considering the relatively small penetration, and Amazon’s particular push to use Echo and its voice assistant Alexa to push products through Amazon Prime, that low number is not a surprise. As consumers get used to the idea of using their smart speakers to connect them with places in the physical world, that number will rise quickly.
While most of the people surveyed said they used their smart speakers to play music (68 percent) or check the weather (58 percent), most of the uses offer additional points of connection for brands.
For example, the calendar and appointments use case (23 percent) might allow OpenTable to make better restaurant suggestions through its existing Alexa skill.
“As these platforms where people are actually spending their time adapt, and allow you to stay within the platform more and more, that, to me, is [the future],” Birchbox CEO Katia Beauchamp recently told GeoMarketing‘s Lauryn Chamberlain.