Commentary

Smart Speakers Hot For Holiday Shoppers

‘Tis the season for the smart speaker.

Over the last weekend, Amazon reported that its Echo Dot and Fire TV Stick with Alexa remote were the best-selling products in any category in all of Amazon.com.

Now it looks like that’s just the beginning.

One in five (20%) online consumers plan to purchase a voice-controlled smart speaker during the holiday season, according to a new national study.

The study comprised a survey of 1,000 online consumers 13 and older conducted by Jacobs Media Strategies, Jacapps and Sonic AI.

Many (18%) households already have at least one smart speaker, with 40% of them owning two or more.

Amazon and Google are making a big market push for their devices, both discounting their smaller devices, the Amazon Echo Dot from $49.99 to $29.99 and the Google Home Mini from $49 to $29

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By age, the highest group expected to buy a device are those 13 to 34 years old. Of households that intend to buy smart speaker this holiday season, here’s the breakdown:

  • 27% -- 13 to 24 years old
  • 20% -- 35 to 54 years old
  • 14% -- 55 and older

Most notably, those who already own a smart speaker are three times more likely to be buying another one.

Looks like many voice assistants will be lying in wait under the Christmas tree this year.

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