US Smart Speaker User Penetration, by Activity, 2019 (% of smart speaker users)
A smart speaker is a standalone device which includes a voice assistant, such as Google Home, Amazon Echo, Apple HomePod, or Alexa-enabled Sonos One. Excludes smartphones, desktops/laptops, tablets, wearables, gaming consoles, TV consoles, VR headsets, cars, and smart-home devices. Smart speaker ... buyers are individuals ages 14+ who have used a smart speaker to make at least one purchase with voice command during the calendar year. Smart speaker shoppers are individuals ages 14+ who have used a smart speaker to research products or add products to a shopping cart with voice command at least once during the calendar year, but have not necessarily made a purchase via smart speaker. Smart speaker smart-home control users are individuals of any age who control smart-home devices (e.g., smart lights, smart thermostats and smart security systems) via smart speaker with voice command at least once per month. Smart speaker inquirers are individuals of any age who ask a smart speaker to answer questions via voice command at least once per month; excludes inquiries about weather, news and traffic. Smart speaker audio listeners are individuals of any age who listen to audio content such as music, radio, audiobooks and podcasts via smart speaker with voice command at least once per month.More
Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.