Smart speakers are flooding the market and rather than just sitting on a shelf, they are being used.
About a third (32%) of consumers now own a smart speaker, up from 28% in January, according to a new survey of 1,000 U.S. adults by Adobe Analytics.
The majority (71%) of owners of smart speakers like Amazon Echo and Google Home use voice assistants at least daily, with 44% using them multiple times a day. Most (76%) smart speaker owners increased their usage of voice assistants in the last year, compared to 38% of non-owners.
While actual purchasing via smart speakers is not booming, shopping is. Almost half (47%) of smart speaker owners use voice assistants for product research, 43% to create shopping lists, 32% for price comparisons, 28% to research store information and 27% to check for deals and promotions.
The primary uses of voice assistants by those who own a smart speaker are as an assistant for music (70%), getting weather forecasts (64%) and setting alarms and reminders (46%).
Amazon and Google should be happy with the future for their respective smart speakers. Nearly half (45%) of smart speaker owners plan to purchase another smart speaker for themselves, and 23% plan to buy one for someone else during the upcoming holiday season.
The Adobe study concludes that after the upcoming holiday season, nearly half (48%) of U.S. consumers will own a smart speaker.
Smart speakers are mass market.