According to a new report from comScore, in a study of Smart Speaker devices, one in every 5 Wi-Fi households in the US owned at least a single Smart Speaker as of February, meaning that Smart Speaker penetration doubled in just 6 months.
The biggest jump in household penetration came between November (12%) and December (17%) of last year, which comScore attributes to the devices being featured in Black Friday promotions and advertising. For comparison, a new Parks Associates study suggests that 15% of US broadband households owned a Smart Speaker, with a personal assistant, as of Q4 2017, which is generally in line with comScore’s figures.
A growing number of households are also using multiple Smart Speakers, according to comScore’s report. As of February of this year, 3 in 10 Smart Speaker households featured multiple such devices, up from 20% in June 2017. In fact, more than 1 in 10 Smart Speaker households had at least 3 devices as of February.
Smart Speaker Penetration in US WiFi HH
Source: comScore, April 2018
As Smart Speaker penetration expands, the demographics of the households owning them is changing. For example, homes with 35-44-year-olds continue to over-index the average, but by a smaller amount than in months prior. As of February, households with the 35-44 age segment, were 14% more likely than the Wi-Fi household average to own a Smart Speaker, down from a 22% above-average likelihood in October 2017, says the report.
By contrast, says the report, households at the age extremes have become increasingly likely to own a Smart Speaker. Those featuring the 18-24 segment, for example, are now just 9% less likely than the average Wi-Fi household to own a Smart Speaker, up from being 30% less likely in October.
Meanwhile, households featuring adults ages 65 and older are now just 15% less likely than the average Wi-Fi home to own such a device, up from being 22% less likely in October 2017.
Compared to the average WiFi HH. Smart Speaker JJ in Feb 2018 were 14% more likely to have at least one person aged 35-44 in the home..
US Smart Speaker HH Member Ages (Indexed to WiFi HH (100)
Source: Data Source comScore, April 2014
Five interesting findings from comScore’s presentation:
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