Two recent reports agree that there are about 65 million smart speaker owners in the United States, with over 130 million devices actually used. Both reports come from Voicebot.ai and Edison Research and both extrapolate from survey data.
Voicebot claims that the average number of smart speakers per user has increased from 1.8 in 2018 to 2 in 2019. Edison has found much the same thing.
Places to grow. Edison claims that smart loudspeaker ownership only reaches 23% of the US population over the age of 12. However, the reputation is much higher: 223 million according to the estimate. And while adoption apparently slows the gap between brand awareness and ownership suggests that the market's growth potential is considerable.
Source: Edison Research (2019)
The adoption of smart displays is growing. However, as the growth of smart speakers could slow down, the growth of smart display accelerates. In 2017, less than 3% of smart speakers were equipped with a screen. According to the Voicebot report, at the end of last year, smart screens accounted for 13.2% of all smart speakers in US homes. This means that there are now nearly 9 million smart screens in the market, an annual growth rate of more than 550%.
Regarding the market share of smart speakers in the United States, the Voicebot and Edison surveys show slightly different figures.
Source: Edison Research, Voicebot.ai (2019)
Voicebot found that more and more people are getting smart speakers, the frequency of use has decreased. This is attributed to "more casual users" who buy less expensive devices. The report says that in early 2018, about 64% of homeowners reported using the device at least once a day. A year later, the percentage of daily users had fallen to less than half (47%).
Most popular show. The most popular places are the living room, the bedroom and the kitchen in that order, according to Voicebot (their number exceeds 100% due to the presence of several appliances at home):
Salon – 44.4%
Bedroom – 37.6 percent
Kitchen – 32.7%
Other rooms – 29.4%
The dominant uses of smart speakers are still not very geared towards commerce or marketing. Voicebot survey data shows that entertainment, smart home, weather and general knowledge are the most common uses. However, more than half say they use at least once a month an Alexa or Google Home skill. I am skeptical because it reflects the general population of homeowners in general.
Why you should care The most interesting findings from the two surveys are those concerning the adoption of smart signage and the gap between awareness and ownership. The market has many more opportunities for growth and the adoption of smart displays could dramatically alter user interactions with these devices.
With regard to existing use cases, the finding that "asking a question" is one of the most common use cases means that if these devices offer better answers consumers could start doing more research on products, services or travel. . At the other end, make a purchase, which shows that smart speakers are not yet optimized for trading (although 15% of them say they buy every month). Smart screens could radically change the situation over the next 24 to 36 months.
About the author
Greg Sterling is a collaborative editor at Search Engine Land. He writes a personal blog, Screenwerk on the links between digital media and consumer behavior in the real world. He is also vice president of strategy and ideas for the local research association. Follow him on Twitter or find him at the address Google+ .